Скачать или смотреть Reinventing the Oldest Wine Region on Earth: Aimee Keushguerian on Culture, Risk, and Relevance

What does it take to rebuild a wine culture from the ground up?

At just 32, Aimee Keushguerian is helping redefine Armenia’s place in the world of fine wine — turning a fractured Soviet legacy into a story of renewal, collaboration, and cultural relevance. In this episode of Culture Commerce Wine, Polly Hammond and Aimee explore what it means to build identity in the world’s oldest documented wine region, where heritage can be both a gift and a trap.

They discuss:
– How Armenia’s young wine industry is reinventing heritage
– Why scarcity and experimentation appeal to a new generation of drinkers
– The creation of the Vayots Dzor appellation and Armenia’s fine wine ambitions
– The balance between storytelling, risk, and transparency
– What “success” really means for a culture still defining itself

This is a not-to-be-missed conversation about how culture is made, how it’s rebuilt, and why the future of wine depends on relevance as much as on roots.

🌐 Read the full episode article: https://wineculturelab.com/podcast/re...
📍 Learn more about Aimee Keushguerian and Zulal Wines:   / zulalwines  

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