WinesofArmenia.com is changing the map of what wine discovery looks like in the United States, building a direct bridge between Armenia’s high-altitude, volcanic vineyards and American doorsteps. In a world where wine conversations default to the same familiar regions, this Armenian-founded platform makes Armenian wine easy to discover, easy to understand, and easy to buy, without flattening it into one generic “Armenian red.”
This is not one bottle. It is a catalog built like a map, organized like a wine library, by region, grape, and producer, designed to help the world discover Armenia one bottle at a time, and make premium Armenian wine accessible across the United States.
From Law to Wine: Meet Stepan Baghdassarian, the Armenian-American Leading Armenia’s Wine Renaissance in the U.S.
Stepan Baghdassarian stands today as one of the most influential figures introducing Armenian wine to the United States, building a platform that has helped turn Armenia’s modern winemaking renaissance into real visibility and access for wineries that have long been overlooked. An Armenian-American entrepreneur born in Beirut, Lebanon, Baghdassarian has helped shape how Armenian wine is discovered, purchased, and understood across America.
A lawyer by training and a wine entrepreneur by passion, Baghdassarian’s path into wine began with discovery. In 2005, he launched a wine importation and distribution company that later became MyWinePlus.com, a Los Angeles-based online retailer focused on premium, carefully curated wines from classic regions like Bordeaux, Tuscany, and Napa. But even then, his mindset was never limited to prestige regions. It was always about the hunt and the story.
“I love the hunt,” Baghdassarian says. “Bringing hard-to-find wines from established classic wine regions like Bordeaux, Tuscany and Napa as well as discovering new regions, such as Armenia.”
Then came the turning point. In 2010, Stepan saw what WinesofArmenia.com describes as the renaissance of quality winemaking in Armenia, led by small wineries producing remarkable wines but lacking pathways to international markets. So he built one. He launched WinesofArmenia.com to import and market Armenian wines in the United States, and to give these wineries what they needed most: distribution, visibility, and a channel to tell their stories and sell beyond Armenia’s borders.
What WinesofArmenia.com Is Building
WinesofArmenia.com positions itself as a destination for premium Armenian wines delivered to your door, with a catalog designed for both discovery and trust. Its product mix highlights organic and natural Armenian wines among its best sellers, signaling the direction Armenian wine is leaning into: quality-driven, modern, and aligned with what today’s wine drinkers are actively seeking.
At its core, the platform is built to bring the best Armenian wines to the United States, from major producers to boutique wineries, and make them accessible at scale. Wines of Armenia describes itself as the retailer with the largest selection of Armenian wines in the United States, and emphasizes that many bottles on the site are exclusive, meaning they cannot be found elsewhere. Another detail that matters is how alive the platform is, the team says it is constantly tasting and sourcing wines from Armenia, so the selection is meant to evolve as Armenia’s winemaking scene evolves.
Just as importantly, WinesofArmenia.com isn’t only a retailer. It functions as a curator of Armenia’s best wineries, a distribution channel for producers who would otherwise struggle to enter the U.S. market, and a public-facing storyteller for Armenia’s modern wine identity. That combination is what turns Armenian wine into a serious category, not a novelty, but a premium offering rooted in heritage, terroir, and craftsmanship.
The Company Structure Behind the Platform (and Why It Matters)
Wine is not only about taste. It is about infrastructure. Importing, warehousing, compliance, and distribution determine whether a great bottle ever reaches a customer, and WinesofArmenia.com is built on the kind of Los Angeles-based structure that makes Armenian wine logistically possible at scale.
The site’s shipping policy also reflects that operational reality, framing purchases as occurring in California, with WinesofArmenia.com arranging transportation as a service on the purchaser’s behalf. It also notes a practical constraint: there is no express service to Texas, Illinois, and New Jersey. Shipments to those states go out once a week and usually take at least two weeks to arrive.
Why Armenia Makes the Difference
Armenia is not simply another emerging wine region. It is one of the oldest wine cultures on earth, with a winemaking legacy that stretches back more than 6,000 years. But what makes Armenia’s modern wines so distinctive is not only history, it is geography. Vineyards often sit at high elevations, shaped by powerful sunlight, crisp mountain air, and volcanic soils that produce wines with clarity, freshness, and natural intensity.
That environment gives Armenian wines something many mass-market regions struggle to deliver consistently: purity, character, and a real sense of place. WinesofArmenia.com exists to turn that story into something Americans can actually access, understand, and explore.
A Wine Platform That’s Organized Like a Library
Most wine shops group everything into “red” and “white” and hope buyers figure out the rest. WinesofArmenia.com does it differently. It functions like a wine library, built to help people explore Armenia in multiple directions depending on how they think, giving customers structure without stripping away identity.
Browse by Region: A Map of Armenian Terroir
The site lets you explore Armenia by region, including Aragatsotn, Ararat, Armavir, Artsakh, Tavush, and Vayots Dzor. Instead of treating Armenian wine as one generic identity, this structure gives each bottle context, and gives customers a way to understand how place shapes style.
Browse by Type: Built for Modern Wine Drinkers
If you prefer to shop by style, WinesofArmenia.com also organizes wines by type, including red, white, rosé, sparkling, sweet, and orange/amber, giving modern wine drinkers an easy way into both classic categories and trend-aware styles.
Browse by Varietal: Indigenous Identity Meets Familiar Classics
One of the platform’s strongest features is its varietal navigation, because it makes it easy to start familiar and then go deeper. The site includes Armenian grapes like Areni, Voskehat, Sireni (Khndoghni), Kangun, Garan Dmak, Karmrahyut, Hakhtanak, White Areni, and Rkatsiteli, alongside international names Americans already recognize, including Chardonnay, Sauvignon Blanc, Malbec, Muscat, and Aligote, and more.
Browse by Winery: A Full Category, Not a Niche
The platform also lets you browse by producer, offering a roster that ranges from boutique names to widely recognized Armenian labels. It includes wineries such as Zorah, Keush, Van Ardi, Karas, Kataro, Voskevaz, Zulal, Old Bridge, Armas, and Yacoubian Hobbs, along with dozens more across the site. The point is clear: Armenian wine is not a single niche bottle, it is an entire category with depth and diversity across regions and styles.
How to Start: Wine Packs and the Fastest Way to Explore Armenian Wine
If a customer doesn’t want to build a cart bottle-by-bottle, WinesofArmenia.com also offers Wine Packs, curated discovery sets designed to make Armenian wine easy to explore in one clean purchase.
These include entry points like the Armenian Red Wines Discovery Six-Pack, Armenian White Wines Discovery Six-Pack, Armenian Sparkling Wines Six-Pack, and the Armenian Rosé & Orange Wines Six-Pack, along with more elevated options such as the Armenian Reserve Red Wines Six-Pack and Armenian Reserve White Wines Six-Pack.
For collectors and serious wine lovers, the site also offers specialized sets, including Zorah discovery and six-pack options, a vertical collection featuring Old Bridge Estate Reserve Areni Noir (library and current vintage), a limited edition Aran Pre-War Artsakh Six-Pack, and high-end listings like Areni of Maran Six Signed Bottles.
This is smart packaging because it removes decision fatigue while still teaching the customer what Armenian wine can actually taste like across styles, producers, and regions.
From Curator to Creator: Zartonk Wines
After years of importing, tasting, and building a bridge between Armenia’s wineries and the American market, Stepan Baghdassarian took the most natural next step: he created a label of his own. Not as a vanity project, but as a founder’s thesis, a modern, drinkable expression of what Armenian wine can be when it is crafted for today’s audience without losing its roots.
On WinesofArmenia.com, Zartonk is positioned as both a name and an idea. The brand story defines Zartonk as meaning “renaissance” or “rebirth,” a reflection of the revival of Armenian winemaking over the past 15 years. It is not framed as nostalgia. It is framed as motion, a country rediscovering itself through quality, confidence, and global ambition.
Even the label carries a clear symbol: a vibrant orange brushstroke, described as representing creative spark, progress, and bold steps forward, like an artist creating a final masterpiece. And the message is direct enough to stick: “You’re not just drinking wine, you’re drinking history reborn.”
Zartonk currently speaks through two bottles, one red and one white, both rooted in Armenia’s volcanic terroir and designed to compete first on taste, then surprise you with origin.
Zartonk Ararat Red 2022: Bold, Elegant, and Built on Volcanic Soil
Zartonk Ararat Red 2022 is described as a bold yet elegant Armenian red blend, grown in high-altitude vineyards rooted in volcanic soil, with a heritage story tied to Armenia’s 6,200-year wine legacy. The tasting profile on the product page highlights aromas of dark cherry, raspberry, mulberry, and blackberry, layered with subtle warm spice and earthy minerality. On the palate, it’s presented as mid-weight and refined, with medium tannins, lively acidity, and a silky, lingering finish.
The site lists the wine’s core details as coming from the Ararat Highlands (Armenia), vintage 2022, shaped by volcanic, high-altitude terroir, and crafted from indigenous Armenian varieties. It carries an alcohol level of 14.5%, and is described stylistically as bold, elegant, fruit-forward, and balanced.
For food pairings, the site suggests grilled lamb or beef kabobs, roasted duck with pomegranate glaze, aged cheeses and charcuterie, and comforting plates like mushroom risotto or hearty stews.
But the bigger point is not “red wine.” It is identity. This bottle is positioned as modern Armenia speaking through taste, not through explanation, and designed to feel as satisfying as it is serious, something you reach for at the end of a long day, and instantly want to pour again.
Zartonk Ararat White 2023: Bright, Zesty, and Designed for Today
Zartonk Ararat White 2023 is described as a vibrant white blend from high-altitude volcanic vineyards in the Ararat Highlands, crafted from indigenous Armenian varietals, and built around a bright, zesty, contemporary style. The tasting profile on the product page describes aromas of tart lemon, alpine flowers, tropical pineapple, gooseberry, and passionfruit, with the palate shifting into Meyer lemon, lime, and pink grapefruit. It is defined by crisp, mouthwatering acidity and a clean, refreshing finish.
The key details on the site list the wine’s origin as the Ararat Highlands (Armenia), vintage 2023, categorized as a white blend made from indigenous Armenian grapes, grown in volcanic, high-altitude vineyards, with an ABV of 13.5%. Its style is described as zesty, aromatic, refreshing, and modern.
Food pairings suggested on the site include salmon with lemon butter, seafood options like oysters, ceviche, or sushi, goat cheese salads with citrus vinaigrette, and dishes like roasted chicken or herb-crusted white fish.
This is not “a white wine for Armenia fans.” It is a white wine meant to compete on taste and drinkability, then surprise you with origin, built to feel like a clean reset, refreshing, effortless, and easy to love in real life.
Why This Platform Works: It Makes Armenia Legible
Here’s the hard truth about emerging wine regions: most people don’t know how to buy them. Even when the quality is real, the category feels unfamiliar, and unfamiliar usually means people default back to what they know.
WinesofArmenia.com solves that problem by giving Armenia the same structure people already expect from places like France or Italy. Instead of presenting Armenian wine as one vague “new discovery,” it breaks the country down into clear regions, clear types, clear grapes, clear producers, and curated packs that do the work for the customer. In other words, it turns discovery into a system, and it makes Armenia legible.
And it does all of this without turning the experience cold or overly technical. The brand voice stays human. The homepage doesn’t lead with tasting jargon. It starts with something simple and inviting: “We LOVE good wine!”
How to Explore Armenian Wine Like a Pro (Even If You’re New)
If someone asks, “Where do I start?” a platform like this gives multiple clean entry points, depending on how you like to explore.
One approach is to start with a discovery six-pack and let the set teach you what Armenian wine can taste like across different styles. Another entry point is to start with a single region, like Ararat or Vayots Dzor, then compare the next. You can also start with a single grape, beginning with something familiar like Chardonnay or Sauvignon Blanc, then moving into Armenia’s indigenous identity through Areni, Voskehat, or Sireni. And if you want the simplest modern gateway, you can start with Zartonk.
That flexibility is what makes the platform work. It doesn’t force one path. It gives several, and each one teaches you something.
The Mission Underneath the Sales
For Stepan, Wines of Armenia is framed as more than retail. It is distribution and storytelling for wineries that make exceptional wine but need a U.S. pathway. That is why the platform emphasizes range, and why it emphasizes exclusives. It is not only “what can we sell,” it is also “what can we introduce.”
WinesofArmenia.com is also a statement, that Armenian products can stand confidently beside the world’s most established regions, and that Armenian craftsmanship belongs at the highest tables.
Because it’s not just a renaissance in theory. It’s a renaissance, and this time, it ships.
Learn more and explore their selection: https://winesofarmenia.com/
