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From November 8 to 14, Armenia will celebrate Armenian Wine Week, an initiative inviting every Armenian to become an ambassador for the country's winemaking heritage. Participants are encouraged to buy two bottles of local wine, keep one for themselves and give the other to a foreign friend, passing the challenge on to others.

The campaign's goals, the prospects for Armenian winemaking and the challenges facing the industry were discussed at a press conference at the ARMENPRESS press center by Zarui Muradyan, Executive Director of the Vine and Wine Foundation of Armenia, and Vahe Baluyan, the initiative's creator.

Armenian Wine Week takes place during the second week of November. The timing is linked to International Areni Grape Day, celebrated on November 8.

Baluyan has named the campaign the Uncork Armenia Challenge. Participants are invited to purchase two bottles of Armenian wine, give one to someone who is not Armenian, then post a video on social media, tag several friends and pass the challenge along. Armenian diaspora organizations have already joined the initiative.

According to Baluyan, the goal is to give as many people abroad as possible the opportunity to discover Armenian wine. He also pointed to the archaeological discoveries at the Areni-1 cave, where a winery dating back approximately 6,000 years was found.

"For us, selling wine is an invitation to Armenia. It is a product that introduces people to our culture," Baluyan said.

He also highlighted the campaign's economic impact. Wine sales are directly linked to demand for grapes and, consequently, to the income of families who grow them. This is particularly important for residents of border villages. When wineries struggle to find buyers for their products, grape growers face difficulties selling their harvest.

Armenian diaspora organizations, wineries, importers, wine retailers and several international publications have already joined the campaign. Baluyan encouraged participants to use their social media platforms and personal connections to introduce Armenian wine to audiences beyond the country's borders.

Zarui Muradyan, Executive Director of the Vine and Wine Foundation of Armenia, noted that the organization promotes local wines throughout the year by participating in international exhibitions, organizing festivals and professional events, and working with retail chains and major buyers. However, she pointed out that interest from foreign importers is not always matched by sufficient demand among local consumers.

"The average consumer simply does not know what Armenian wine has to offer. This initiative will give people the opportunity to try it, get to know it and appreciate it," Muradyan said.

That is why Armenian Wine Week is aimed not only at industry professionals but also directly at wine enthusiasts.

Baluyan emphasized that the purpose of Armenian Wine Week is not to encourage people to drink more alcohol, but to promote quality Armenian wine. He believes the country can carve out its own place in the international market by focusing on indigenous grape varieties and the quality of its products.

The campaign therefore brings together two goals: introducing Armenian wine to consumers abroad and drawing attention to the work of local producers and grape growers. The first step is simple: give a bottle of Armenian wine to a friend from another country.

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