Imagine offering your clients a journey to one of the most ancient winemaking regions in the world, where each vineyard and every glass of wine tells a story that dates back over 6,000 years. Armenia, often considered the birthplace of wine, provides a unique and memorable experience for travelers eager to immerse themselves in a rich tapestry of history, culture, and flavors. This is an opportunity for your clients to connect with the essence of Armenia through its renowned vineyards and winemaking traditions.

Our journey begins in the Areni region, nestled in the shadow of the magnificent Caucasus Mountains. This area, known as the heart of Armenian wine production, is where Armenia’s iconic grape variety, the Areni Noir, thrives. As your clients make their way through the picturesque landscape, they’ll pass by lush valleys and dramatic rocky cliffs, arriving at family-owned vineyards where they’ll be welcomed by local vintners. These passionate winemakers are more than just guides—they are storytellers, eager to share the history of their vineyards and the resilience of their craft.

The wine-tasting adventure starts with a pour of Areni Noir, a grape unique to this region. Your clients will marvel at its deep ruby-red color as they swirl the glass, inhaling aromas of red berries, spices, and earthy notes. The first sip is a vibrant burst of flavor—bold yet balanced, with hints of blackberries, pomegranate, and a subtle smokiness that reflects the rugged terrain in which it’s grown. The Areni Noir grape is known for its ability to withstand Armenia’s harsh climate and rocky soil, a testament to the resilience and adaptability of both the grape and the people who have cultivated it for centuries. As your clients savor each sip, they’ll learn how Areni Noir has become a symbol of Armenia’s endurance and pride, embodying the spirit of a land that has weathered time and change.

Following the reds, your clients will be introduced to the Voskehat grape, affectionately known as the “Queen of Armenian Grapes.” This indigenous white varietal offers a crisp, refreshing experience with floral notes and a delicate sweetness that pairs beautifully with local Armenian dishes. Voskehat, with its golden hues and aromatic profile, transports the palate to the sun-soaked vineyards where it’s grown. This grape reflects a softer side of Armenia’s winemaking, one that celebrates harmony and the art of balance. As your clients enjoy the Voskehat, they’ll feel the connection to a tradition that has been preserved and passed down through generations, with a taste as ancient as the land itself.

But what makes Armenian wine truly unique is the way it’s crafted. Generations of families gather to harvest grapes from their vineyards, their hands stained with the deep purple juice.

Once the grapes are collected, they’re brought to the family cellar, a cool, stone structure that echoes the stories of the past. Here, the grapes are crushed by foot, a practice that connects them to their ancestors. The crushed fruit is then placed in clay jars called "karas," where it begins its fermentation journey.

As the days pass, the must bubbles and transforms, releasing rich aromas that fill the air. After weeks, the wine is strained, and the clear liquid is carefully poured into new karas, where it matures, developing complexity and character. Once ready, the wine is bottled, each sip reflecting the land, the culture, and the love poured into its creation. Families gather to celebrate, sharing stories and laughter over glasses of their cherished wine. 

Armenian vineyards are more than just beautiful landscapes; they are historical sites. Many vineyards are located near archaeological landmarks, allowing your clients to experience a full immersion into Armenia’s storied past. For instance, they may explore the nearby Areni-1 Cave, where evidence of one of the world’s oldest wineries was discovered. Dating back over 6,000 years, the cave is a reminder of Armenia’s longstanding relationship with winemaking, a tradition that has shaped its identity and cultural heritage.

By offering your clients a wine-tasting tour in Armenia, you’re inviting them to step into a world where each vineyard has a story, each grape has a history, and each taste an unforgettable experience.

So make sure to add this Wine tasting experience to your clients’ itineraries as our B2B Travel Partner and give them an experience they won't stop talking about.