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One of the world’s most influential winemakers, Paul Hobbs, returned to Armenia in November 2025. During the visit, he met with representatives of the winemaking community and wine enthusiasts at Urban Gastro Wine Bar, sharing the story behind Yacoubian-Hobbs wines – a flagship project in the development of modern Armenian winemaking and presenting wine selections from recent vintages.
Paul Hobbs | Image by: Vino&Vino
A tasting of Yacoubian-Hobbs wines accompanied by expert discussions was organized by VINO&VINO Armenia on November 10 at Urban Gastro Wine Bar. Speaking with GastroVino, Paul Hobbs and VINO&VINO Sales Director Vlad Balasanyan discussed their collaboration and Armenia’s evolving position in the world of wine.
Paul Hobbs
- You are known for identifying emerging wine regions ahead of the global market. What business rationale convinced you that Armenia is worth investing in – not just emotionally, but strategically?
- The combination of the historical significance of the region combined with the high quality of the terroir of Vayots Dzor in particular, where we have our vineyard, convinced me to move forward with the project.
I knew that it would be challenging, yet from a strategic point of view Armenia seemed to be a site capable of making truly world-class wine.
- From a commercial standpoint, what makes Armenian wines – specifically Yacoubian-Hobbs – competitive in international markets where brand recognition is still emerging?
- I think it’s always a question of quality for price, and frankly this wine punches at a much higher quality than our competitors.
Image by: Vino&Vino
It’s a challenge to create awareness and create that affinity toward a wine or a region with consumers, but once they taste the wine, hear the stories behind it, and consider the cost, they realize they’re getting something truly unique for a very fair price.
- How important was choosing the right distribution partner in Armenia, and what made VINO&VINO the best fit for your brand vision?
- It’s always crucial to find a distributor who will work with you along with connecting your brand with the public. In the case of Vino&Vino, they’re passionate about high quality wine not only from Armenia, but worldwide. They’re bringing the best of the best, importing top wines for their clients.
Image by: Vino&Vino
They get quality, they get the concept of what value is to humanity, you might say. They see wine’s benefit from a social aspect, and I think that’s key, and they really know how to speak to that. They are consummate storytellers, and they have a clear fan base within the Armenian market.
- Consumers increasingly care about authenticity. From a business standpoint, how does Armenia’s ancient wine heritage translate into a sales advantage?
- I think it’s a question of why do people love authenticity? People love history. They want to know their ancestry. That’s why we have museums, and we go back and through our family trees to discover where we came from.
We want to know, what were people thinking and doing back then? And how did we evolve from then to today? I think that’s just human nature, to be curious about those sorts of things, and to invest their own time and money and efforts to learn and dig into it. So if that is truly part and parcel of who we are as human beings, then it’s just natural.
Image by: Vino&Vino
Vlad Balasanyan
Over the past fifteen years, Vlad Balasanyan has played a pivotal role in shaping Armenia’s premium wine and spirits market. He has driven exponential sales growth, introduced globally recognized luxury brands, led large-scale marketing initiatives, and established strategic partnerships with respected producers worldwide. His work has helped integrate Armenia into the global fine-wine community and elevate the country’s professional beverage culture.
- Vlad, how did Vino&Vino become involved in distributing Yacoubian-Hobbs wines?
- At VINO&VINO we have always focused on representing brands that demonstrate authenticity and excellence. Yacoubian-Hobbs fits that philosophy perfectly. I have been actively engaged in developing Armenia’s premium wine segment for more than a decade, and this partnership aligns with our mission to connect Armenian consumers with world-class producers.
Image by: Vino&Vino
We value Paul’s deep respect for Armenia’s terroir and are proud that our team was trusted to introduce these wines to the market.
- You have overseen the growth of Armenia’s premium beverage market for many years. Why is this collaboration significant?
- This partnership elevates expectations of what Armenian wine can be. When a producer of Paul’s status invests in Armenia, it sends a message internationally that our industry is progressing. Through targeted education, tastings, and strategic distribution, we’re not just selling wine – we’re shaping the perception of Armenia as a serious player in the global wine industry.
- You have helped expand VINO&VINO’s portfolio and dramatically increase sales. How did that experience contribute to this project?
- My work has always focused on identifying exceptional global brands, negotiating representation, and developing sustainable growth strategies. Over the years, we’ve introduced some of the world’s most respected producers – from Pernod Ricard’s portfolio to renowned wineries such as Opus One, Sassicaia, and Petrus.
Image by: Vino&Vino
This expertise ensures that Yacoubian-Hobbs receives strong market positioning, professional education across HoReCa channels, and full brand-culture integration. These efforts drive long-term value, not just initial visibility.
- You maintain professional relationships with international producers. How has that helped Armenia’s wine industry?
- My role involves working closely with producers to understand their philosophy and market objectives, then translating that vision locally. These partnerships have helped Armenian buyers become more knowledgeable and selective. They also strengthen Armenia’s presence at international exhibitions such as Vinexpo Paris, Barcelona Wine Week, Vinitaly, and Bar Convent Berlin – where our team fosters dialogue with global leaders and introduces Armenia as a partner with serious potential.
- What does this collaboration mean for the future of Armenian wine internationally?
- We are still early in this journey, but momentum is strong. Yacoubian-Hobbs opened the door for Armenia to be recognized alongside established regions. Our responsibility is to continue developing education, distribution, hospitality, and to position Armenian wines in markets where consumers value authenticity.
Image by: Vino&Vino
With dedicated producers and international ambassadors like Paul, I believe Armenia will be considered a distinctive and respected wine region within the next decade.
- What was most meaningful to you personally at this event?
- For me, the most meaningful moment was seeing Armenian wines presented at home by one of the most influential winemakers of our time. It demonstrated how far our industry has come. It also affirmed the work our team has devoted over the years to elevate wine culture in Armenia through education, brand building, and market development. Moments like this reflect not only progress, but possibility.
Sona Mikaelian | Image by: Vino&Vino
The collaboration between Paul Hobbs and VINO&VINO demonstrates how far Armenia’s wine industry has progressed – and how much potential still lies ahead. Hobbs brings global expertise and a proven track record of elevating emerging wine regions; VINO&VINO brings infrastructure, market intelligence, and the ability to shape consumer culture through education and strategic partnerships. Together, they are not only producing wine – they are building a market, a category, and a new chapter in Armenia’s winemaking story.
Image by: Vino&Vino
VINO&VINO is one of the country’s leading importers and distributors of premium alcoholic beverages – the official distributor of the Yerevan Brandy Company with its brand ARARAT, the Pernod Ricard portfolio, and the exclusive distributor of Yacoubian-Hobbs Wines in Armenia.
Arpi Jilavyan
Photos: Davit Ghahramanyan
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