In Armenia, where winemaking traditions date back thousands of years, a new generation of entrepreneurs is blending heritage with modern business approaches.
With support from the European Union (EU) under its EU4Business Initiative and the European Bank for Reconstruction and Development (EBRD) under the EU4Business-EBRD Credit Line, small wineries like Manukyan Wine are gaining access to finance, expertise and new opportunities – helping them grow, modernise and reach wider markets.
A spark of inspiration
For Gevorg Manukyan, the journey into winemaking began in an unexpected place – the History Museum of Armenia.
With a background in finance and banking, he had little connection to viticulture. But during a visit with international guests, something changed.
As a guide spoke about the ancient city of Teishebaini and the indigenous Voskehat grape, Gevorg was reminded of his childhood – of his grandfather making wine at home from the same variety.
That moment sparked a new curiosity.
Gevorg began exploring both traditional and modern winemaking methods. What started as an interest soon became a shared family passion.
The Manukyan family bought equipment, built a wine press and produced their first bottles together.
“It was a success,” Gevorg recalls.
“At New Year, we would serve our wine to guests. But at that time, it still wasn’t a business idea.”
That changed in 2016, when the family decided to turn their passion into a business.
Building a winery rooted in people
We met Gevorg during the busiest time of the year – the harvest season. For winemakers, this is a period of intense work, but also celebration.
Yet for Gevorg, winemaking is about much more than grapes, equipment or techniques.
“It’s the people – their emotions and the soul they put into the process,” he says.
“Perhaps that is the most important ingredient of all.”
Today, Manukyan Wine produces around 20,000 bottles per year, sourcing grapes from local vineyards and employing about 30 people.
Located in the village of Kosh, near Yerevan, the winery is becoming more than just a production site. The family is developing it into a welcoming destination where visitors can enjoy Armenian wine and cuisine.
“We want to create a place where people can spend meaningful time together and create memories,” Gevorg explains.
EU4Business support: turning ambition into growth
To grow further, Manukyan Wine needed investment – but like many small businesses, access to modern equipment and expertise was limited.
Through the EU4Business-EBRD Credit Line, the company received financing via Ameriabank, combined with an EU investment incentive of up to 15 per cent.
This support allowed the winery to invest in modern fermenters and refrigeration systems, improving both production quality and efficiency.
In addition, the EBRD’s Advice for Small Businesses programme, funded by the EU, helped the company develop a marketing strategy and launch a new website, strengthening its market presence.
“When you are trying to build something and suddenly an opportunity for support appears, it is not only helpful – it gives you confidence,” Gevorg says.
“There are many technologies available, but it’s not always possible to afford them. Programmes like this make a real difference.”
Blending tradition with the future
Manukyan Wine is one of hundreds of Armenian businesses supported through the EU4Business initiative.
By combining financing, grants and advisory support, the programme helps small companies modernise operations, meet EU standards and unlock new growth opportunities.
For the Manukyan family, this support is helping transform a personal passion into a sustainable business.
In the peaceful landscapes of Armenia, their story continues to evolve – shaped by tradition, driven by ambition and supported by partnership.
And in every bottle, there is more than just wine – there is family, heritage and a vision for the future.
