Eighth International Conference on Food Studies

Abstract

In the last ten years, Armenian wine has exponentially grown its production and footprint with the infusion of more capital and technology, adherence to stricter quality control and subsequent access to the world market and international competitions. During this short time period, Armenian wine companies have branded themselves as “historic” wines and the narrative that has taken shape is one of origin and thousands of years of wine-making history. While proportionally, involvement in the current dynamic wine industry is still male-dominated, there are several women who hold prominent positions such as company CEO’s, wine makers, wine bar owners, government officials, academics, heads of foundations and consultants. Resulting from interviews conducted with these women, this paper explores their involvement and impact not only on the relatively new wine industry but also the development of new cultural capital via the emergence of a wine culture that is coupled with a new foodie scene, the development of new social capital through not only familial or educational connections, but, also via vast global networks and use of social media, all as they develop new economic capital. Traditionally, Armenian women made wine in the villages for their families. The paper explores the extent of women’s contemporary involvement on a global scale as well as in national cultural production has a direct result of this traditional practice and the extent that is new and completely emergent.