More than business: YSU alumnus and Armenia Wine Director Vahagn Mkrtchyan shares his story

In his address, Vahagn Mkrtchyan explained how, through principled choices and staying true to his roots, he realized his dream of representing Armenia to the world through Armenian-made products: 
"When I graduated from YSU, the question of how to build a career naturally arose. I began working at the National Assembly, but over time, I realized that if I wanted to earn an income through my own hard work, my path lay in business. For me, it was unacceptable to receive a salary through a government position—that was a matter of principle."

Unlike many, Mkrtchyan never wavered on the question of leaving Armenia: "Living outside of Armenia was unacceptable. If 18-year-old boys were defending the borders, then we, too, had to be soldiers of the economy."

His choice to engage in winemaking was not made by chance. Mkrtchyan and his partners were fully aware of the cultural and historical significance of wine: 
"The goal was to make Armenia recognizable through high-quality wine. Grapes have been cultivated in our region for over 6,000 years. I do not believe that the same person in the same place could make the same mistake for 6,000 years. This field connected us to our ancestors through history."  

Vahagn Mkrtchyan firmly believes that competing in the global market is only possible through superior quality and the skillful presentation of that quality. As a first step, experienced international specialists were invited from France and Italy. Over the years, their leading expertise was gradually adapted and blended with Armenian traditions. This strategic approach ultimately became the key to Armenia Wine’s competitiveness and success.

Highlighting the importance of appropriate product presentation in the market, the speaker emphasized: "We didn’t need to invent a new legend—we already had a 6,000-year history. All that was left was to tell it correctly to the world."

He concluded his speech not just as a business case, but as a testament to the fact that when history and culture are thoughtfully intertwined, a unique opportunity arises to rediscover culture within industry.

The winery itself was constructed in the style of an ancient fortress, and a museum dedicated to the history of Armenian wine was established. Every visitor, before tasting the wine, experiences the story behind it—immersing themselves visually and emotionally into the world of Armenian wine.