As one of the pioneers of the Armenian winemaking industry, Karas Wines has significantly influenced the development of the country’s wine culture. Regional Post talked to Juliana Del Aguila Eurnekian, the company’s Owner and President, about women’s role in the industry, her personal story with Karas and Armenia, and the company’s latest developments.
Interview : Hena Aposhian
Photo : Karas Wines
What is the story behind the inception of Karas Wines?
- I’m an Armenian born and raised in Argentina. My family’s story goes way back; my great-grandparents escaped the genocide and settled in Argentina, yet my grandfather and his brother always traveled to Armenia during the Soviet times to visit family and see if they could contribute somehow.
After the collapse of the USSR, my great-uncle, Eduardo Eurnekian, an established businessman in Argentina, came to Armenia to build his own business and contribute to the reestablishment of our country. He was in the airport business but bought several pieces of land, yet not sure how to use them. He wanted to do something related to agriculture that would bring sustainability and create jobs for the locals. One of those lands he bought was in the Ararat Valley. When he first visited the place and saw the view of magnificent Ararat, he remembered the biblical story of Noah, which he had been taught as a kid. Legend has it that after the Great Flood, Noah’s ark found soil on the top of Mount Ararat, and the very first thing he did upon stepping onto the solid ground was to plant a grapevine. Eduardo started thinking to himself, “Why not make wine?”
At that time, he was not in the wine business yet; the industry wasn’t significantly developed in Armenia, and there was no interest, export, or active production. However, he wanted to give it a shot. He started working in 2004, and the vineyard was planted by 2006-2008. My uncle brought in lots of international grape varieties, as we were not very familiar with the local assortment at that time.
In 2007, the Areni Cave 1 was discovered; this was an extraordinary coincidence. Without knowing about Areni Cave 1, we named the brand Karas because it was related to ancient winemaking traditions. In 2010, we had our first wine released, and that was a huge success, the beginning of something unknown. My uncle mainly started on his own by bringing specialists from all over the world to maintain the best practices and standards. He wanted Karas to be as successful and sustainable as possible. He has always had a great love and respect for this land and a desire to make it greater than it is.
Karas has also been a social project for him, creating quality jobs for the locals and empowering the community.
The same objectives remain to this day, and all our decisions, how we employ, teach, work, and choose providers and products, create a domino effect in Armenia.
What sparked your interest in winemaking, and what aspects of it do you find most fulfilling?
- My journey with wine and Karas is very intimate. I was a psychology student at the university when my uncle invited me and my cousins to visit Armenia. That was my first time here. It was 2011, and Eduardo was just starting with Karas, bottling the second vintage. I traveled here during the harvest season and knew nothing about wine. On the way here, my uncle said with a smile, “The people. I love the people here.”
My uncle also told me he loved the views, the lands, and the roads in the mountains. We truly have a magical landscape.
I felt at home the moment I touched the ground, and nothing has changed since then. Although our trip lasted only three days, it completely changed my life. I fell in love with Armenia. When I returned to Argentina, I started learning Armenian and learning about the wine business. Then, I took a sommelier course to become more involved and understand the industry.
I studied Armenian for a year and wanted to come back. I decided to spend my whole summer here and did an internship at the company. Then, I went back and started working for the company remotely. First, I did the accounting, which is how I joined the business. I never thought about it. I was just immersing myself in the wine industry and Armenia, simultaneously growing within the company. Then, one thing led me to another, and now, I feel a great sense of responsibility. I have to take it to another level.
Beyond traditions and family values, what other elements do you believe are an integral part of Karas Wines?
- I learned through wine that you need a lot of time to make things the right way, and we have to respect that time when it comes to nature and people.
That is something we never take for granted, so if we’re not ready to release a product or if it’s not ready, we handle it gracefully and with patience. We take our time to do things the right way, and that gives us consistency with what we deliver. Quality is our top priority, and we have always set the bar high for ourselves. We want more people to drink wine, and that’s why we want our products to be accessible through different wines and different budgets. Our respect for the product, people, and Armenia is central to our actions—consistency, quality, and sustainability.
As you mentioned, Karas Wines has strongly emphasized the social aspect of its activities since its establishment. Why is this element so important for the company and you personally?
- It’s not just about hiring people from the region to work in the vineyard. It’s more than that. It’s about the bottles we buy, the designers we choose, the consultants, the capsules, labels, and barrels. Everything is Armenian, and it’s the only way to impact the country beyond the company. So that’s what we did; it’s the domino effect we want to create.
Armenian land is home to a wide array of grape varieties. Why do you believe it’s crucial to maintain this diversity within the industry, and how does Karas Wines contribute to that?
- When we first started, we wanted to learn about local grapes, and more than 130 varieties have been discovered. Once we learned about them, we began sourcing and planting them in our own vineyards.
Initially, our primary focus was planting vineyards in Armenia and supporting grape-growing efforts in Artsakh. We started by working with Sireni grapes and collaborating closely with local farmers to help improve their grape-growing techniques. We provided them with the necessary tools and knowledge to enhance production. We even brought some Sireni grapes to Armenia to kickstart the process here. Sadly, due to the loss of many vineyards in the region, we’re now the only ones producing Sireni.
Our partnership with the Artsakh community has been incredibly rewarding. We’ve learned a lot from each other, exploring different grape varieties and how to grow them effectively. This led us to expand our grape selection, which now includes three types of Areni, Kangun, Voskehat, and more. We also set up an experimental vineyard to try out new ideas, which has become an integral part of our activities. Through replanting efforts, our vineyard continues to grow and evolve, reflecting our dedication to innovation and quality winemaking.
You are producing wine in both Armenia and Argentina. How do these experiences differ, and in what ways does Karas Wines distinguish itself?
- The land is different in Armenia. It’s more organic. We have high elevation and extreme weather conditions here. It’s unique and different from other parts of the world and kind of isolated in a way.
Patagonia, Argentina, where we produce wine, is also very isolated, but it’s also continental; there’s no elevation. It’s very low in latitude. It’s very dry, but the conditions are not as extreme as in Armenia. However, what I find most interesting is both places are unique in different senses; here in Armenia, we started the renaissance of Armenian winemaking, we were a part of the rebirth of the wine culture, the creators of wine, and all the historical elements. But in Argentina, it’s the modern side of the wine world; it’s more developed and needs to be kept that way because Patagonia wasn’t the most developed wine region in Argentina. So it’s fun to see both sides, the beginning and end of the wine world, and be able to go back and forth between them.
In your opinion, what specific skills or perspectives do women bring to the table in the winemaking industry or business in general?
- I honestly don’t think we have a different set of skills because we are men or women. People are so different, and the only thing good about having more women in the business is the diversity of minds. All women have faced various challenges and choices that men don’t get to experience, but I also think women in power can make room for more women and help them move forward in their careers. By the way, almost 55% of our employees are women. It is a coincidence, but many factors contribute to it. The amazing thing about this is that these women are so hardworking. You can never tell the difference between a man’s work and a woman’s. The women here have such strong willpower.
What advice would you give to women who aspire to pursue a winemaking career?
- From my personal experience, I didn’t know any women who were working or had powerful positions when I was growing up. When I started working, I didn’t know how I should be. But I had men in my life who encouraged me, such as my uncle. He motivated me and wanted me to work with him. I was young and clueless back then. I know now that you just have to be yourself, and that is all it takes. My advice is to be yourself and just go for it, regardless of the industry. You don’t need to be like anyone else or have a role model, just be yourself, try your best, and be the best version of yourself.
Looking ahead two decades, where do you envision yourself, Karas Wines, and the Armenian winemaking industry?
- I’m very excited about what is to come. I want to make Armenian wines, especially Karas, more accessible to the rest of the world. In more countries, restaurants and houses. We need to grow our networks and presence abroad and educate people on what we are doing here in Armenia. That’s our primary goal. Wine is a way to make people know and connect with our country. It’s not just about wine, and that’s the main thing that drives us. Wine is a bridge between Armenia and the world. In 20 years, the industry will be bigger; you see it by the level of the restaurants and wines that we have now in the city. For example, our wines have been awarded by James Suckling, the famous American wine critic, to have the highest scores in Armenia. That is not a coincidence, as we’re doing the proper work. The wine industry is very competitive, and there are so many brands from different parts of the world, but Armenia has something very unique: its history, weather, conditions, grapes, and so many other vital factors that make it completely different from everything else in the market. Today, I feel even more excited than when I first started.
I see people’s interest and how we’re growing and helping others to grow. I’m very enthusiastic and can’t wait for what the future has in store for us. I’m eager to move forward. I also witnessed what we did with my uncle’s vision, which everyone thought was crazy at first. He did it the right way, and I feel very proud and humbled to be a part of this. I also feel responsible for the people who work with us, for our brand, and for Armenia. I feel a great sense of responsibility, and it’s fascinating.
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