The purpose of this study was to de

The purpose of this study was to determine the characteristics of Armenian wine consumers. For
developing marketing strategies it is important to find out what the consumer wants from a wine
and how a producer can satisfy those desires. Although the empirical focus was on wine
consumers in the capital city Yerevan, the implications are transferable to other markets in
Armenia.

Most of the respondents drink wine for its quality, taste and healthiness, thus in any
marketing strategy a message of a wine as a high quality, tasty and healthy product should be
established. Others indicated that Armenian wine is sour and there is a need for
improvement of its aroma, lightness and technology. Experience shows even good wine
faces marketing challenges without proper promotion and a strong marketing strategy.