Lusarev Wines Founder Frunze Sargsyan Speaks at the ICOMOS Europe Group Meeting
Frunze Sargsyan, founder of Lusarev Wines, took part in the ICOMOS Europe Group Meeting, where he presented the role of wine as an essential element of cultural heritage.
In his speech, he emphasized that wine is far more than just a beverage. It is memory, identity, history, and a living connection between people and their land. Throughout the centuries, winemaking has shaped communities, preserved traditions, and become a cultural language understood across the world.
Frunze Sargsyan highlighted that every bottle of wine carries not only the fruit of the grape harvest but also the dedication of the people behind it, the rhythm of nature, and the values passed down from one generation to the next.
“Wine is not about alcohol. It is about embracing the moment, bringing people together, and passing heritage from one generation to the next.”
For Lusarev Wines, winemaking has always been-and continues to be-a mission to create culture, tell meaningful stories, and share Armenia’s rich winemaking heritage with the world.