Armenia's oldest-newest pitch: after CMB Yerevan, a careful comeback
Anthony Rose frames Armenia's revival around Areni-1 (~4100 BCE) after Concours Mondial de Bruxelles in Yerevan. Production fell to 7.7 million litres in 2025 while Russia still took about 80% of grape-wine export volume.
Origin stories need current numbers, or they stay myths.
Anthony Rose, in the drinks business, profiled Armenia's post-Soviet renaissance after the country hosted Concours Mondial de Bruxelles in Yerevan in May. Areni-1's winery dated around 4100 BCE is the deep anchor. Indigenous grapes, karas ageing, diaspora capital and VWFA branding sit at the centre of the oldest-newest wine country pitch.
The hard maths is less romantic. Production fell to 7.7 million litres in 2025 — lowest since 2016 — while Russia still absorbed about 80% of grape-wine export volume that year. EU and UK diversification is the stated push for a reason: one neighbour's door is not a strategy.
Mini-concept: archaeology plus export mix. Deep history opens curiosity. Diversified buyers keep growers paid. Without the second half, the first half is a museum tour.
Choice angle: when you pick an Armenian bottle for a curious dinner instead of another default can, you help that diversification story in a tiny but real way.
Remember both poles: deep archaeology, and a 2025 volume trough that makes new markets urgent.
Curiosity opens the door; repeat purchases in new markets keep it open for the next vintage.
Source: The Drinks Business