From Consumer to Connoisseur

VINO&VINO recently completed another successful edition of its VINO&VINO Expert wine education program. Upon completion of the course, participants received certificates recognizing their commitment to developing wine knowledge and tasting skills. Behind the program stands one of Armenia’s most influential figures in the premium beverage industry: Vlad Balasanyan, Head of Sales at VINO&VINO LLC.

With more than fifteen years of experience in premium wine and spirits distribution, Balasanyan has played a transformative role in shaping Armenia’s modern wine culture. Widely recognized for his exceptional market insight, strategic leadership, and deep technical knowledge of wine and spirits, he has helped elevate industry standards across retail and hospitality. Under Vlad’s leadership, VINO&VINO has achieved remarkable growth, including a more than tenfold increase in wine sales, a doubling of overall sales volume, and a tripling of the company’s brand portfolio. Through his negotiations and strategic vision, hundreds of prestigious international brands have entered the Armenian market, significantly expanding consumer access to world-class wines and spirits.

Beyond commercial success, Balasanyan is known for his extraordinary ability to combine business acumen with education and mentorship. He has designed professional training programs for hospitality teams, structured wine lists for leading restaurants and hotels, and introduced international service standards that have reshaped Armenia’s HoReCa sector. His expertise has also earned international recognition through participation in major global exhibitions such as Vinitaly, Barcelona Wine Week, Fenavin, and Bar Convent Berlin, where he represents Armenia as an emerging and high-potential market. We spoke with Vlad Balasanyan about the value of wine education, the evolution of wine culture, and its impact on both enthusiasts and industry professionals.

Wine has become increasingly popular in recent years, yet many consumers still feel uncertain when choosing a bottle. Why do you think this is happening?

Because wine is often perceived as more complicated than it really is. People are afraid of making the wrong choice, ordering the wrong bottle, or not understanding the terminology. The reality is that wine is very logical. Once you understand a few fundamental principles- grape varieties, regions, styles, and food pairing, the entire category becomes much more approachable and enjoyable.

From your perspective as Head of Sales, how has the Armenian wine consumer evolved over the last decade?

The consumer has changed significantly. Ten years ago, purchasing decisions were often driven by familiarity, price, or recommendations. Today, consumers are far more curious and informed. They want to understand grape varieties, wine regions, food pairings, production methods, and the stories behind the wines they drink.

This evolution is creating demand not only for better products, but also for better service and better education. In my view, this is one of the most positive developments in the Armenian wine market.

Why did VINO&VINO decide to invest in wine education?

As one of Armenia's leading wine importers and distributors, we believe we have a responsibility not only to sell wine, but also to contribute to the development of wine culture and professional standards in the market.

A healthy wine culture cannot exist without education. The more informed consumers become, the stronger the entire wine market becomes. People start making conscious choices, exploring new regions, trying different styles, and appreciating quality. We see wine education as a long-term investment in the development of wine culture in Armenia.

Many people say, "I know what I like, but I don't really understand wine." Is that enough?

There is nothing wrong with drinking what you like. But understanding why you like it is where the real journey begins. Once people start recognizing the differences between grape varieties, climates, and wine styles, they become much more confident. They stop relying entirely on ratings or recommendations and begin making their own decisions.

Wine education is not about memorizing facts. It is about helping people make better decisions, communicate with confidence, and understand the value behind what they consume.

Who is the VINO&VINO Expert course designed for?

First and foremost, for curious people. You don't need to be a sommelier or work in wine to benefit from the course. We have wine enthusiasts, business professionals, entrepreneurs, hospitality employees, and people who simply want to better understand what they drink.

At the same time, I believe the course is particularly valuable for hospitality professionals. Waiters, bartenders, restaurant managers, sales consultants, and aspiring sommeliers all benefit tremendously from structured wine education. Today's guests expect professional recommendations and informed service. Wine knowledge is no longer a niche skill; it is becoming part of professional hospitality standards.

What does a participant gain after completing the program?

Confidence is the most visible outcome, but not the only one.

Participants gain a structured understanding of wine that allows them to make informed decisions, evaluate quality, navigate wine lists, and communicate effectively about wine. They become educated consumers and, in many cases, stronger professionals.

More importantly, they develop a framework that stays with them long after the course ends.

Can wine education create career opportunities?

Absolutely. We have seen it happen more than once.

One of the best examples is Stepan Kucheryan. He first joined VINO&VINO Expert as a student and later became part of our team. Today he is actively involved in brand development and commercial projects.

We have also had graduates from completely different industries. One participant came from the banking sector and later became involved in major wine-related projects after completing the course.

These stories demonstrate that wine education is not only about learning wine. It develops communication skills, commercial awareness, confidence, and professional credibility. The wine industry offers opportunities across sales, marketing, hospitality, education, and brand management, and education is often the first step into that world.

How has the hospitality industry changed when it comes to wine?

Guests have changed.

Today's consumers are more informed, more curious, and more demanding than ever before. They ask questions, seek recommendations, and expect professional guidance.

As a result, wine knowledge has become a competitive advantage for hospitality professionals. A waiter who understands wine creates a completely different guest experience than someone who simply takes an order. The same applies to bartenders, sales consultants, and restaurant managers. Professional wine service builds trust, enhances the guest experience, and ultimately contributes to business performance.

Many people still believe wine education is only for sommeliers. Is that perception changing?

 Very quickly.

Some of our most engaged students have absolutely no professional connection to wine. They are lawyers, bankers, entrepreneurs, IT specialists, and business owners. They join because they enjoy wine and want to understand it better.

Wine is one of those subjects where knowledge immediately improves enjoyment. The more you learn, the more interesting the experience becomes.

What is the biggest transformation you see in people after they complete the course?

They stop being intimidated by wine and start engaging with it confidently.

At the beginning, many participants think wine is complicated and that they need to memorize hundreds of facts. By the end of the program, they understand that wine follows a certain logic. They become more confident, more curious, and much more comfortable expressing their own opinions.

For me, the most rewarding moment is when someone stops asking, "What should I drink?" and starts asking, "Why do I enjoy this style of wine?" That is the point where a consumer begins to develop genuine wine knowledge and confidence.

If someone is considering joining the next VINO&VINO Expert course, what would you tell them?

I would tell them not to wait until they feel "ready."

The course was created specifically for people who want to build a solid foundation. You do not need prior knowledge. You only need curiosity.

Whether your goal is personal enjoyment, professional growth, or a deeper understanding of wine, education is always the best place to start.