Elvina Asatryan

Surrounded by jagged red cliffs, grassy hillsides, and the vine-trellised courtyards of the Vayots Dzor Province, Elvina Asatryan was born into one of the most famous wine regions of Armenia. Known as the birthplace of wine production, this landlocked country nestled between Turkey, Georgia, and Azerbaijan, boasts a history as rich as its volcanic soils. 

Both her father and grandfather were involved in grape and wine production, so from childhood, agriculture played a large part in Asatryan's life. When asked by her grandfather what she wanted to be when she grew up, she answered simply, "I don't know what I want to become, but I want to be the first."

After learning that there were no women working in the wine industry at that time, it must have planted an idea in her mind. Years later, when trying to determine how she could combine her love of the arts with her love of business, it suddenly dawned on her what she should study: wine business. 

"This is the field I had always wanted to go into," says Asatryan. "It really connects business and art. You can be creative in this field and also use your business knowledge."

When she came to this decision, she remembered that early conversation and thought, "Oh my gosh, Grandfather, this is really happening!"

After completing a bachelor's degree in Agronomy in Armenia, Asatryan was selected as a Fulbright Scholar. One of the most widely recognized and prestigious international exchange programs in the world, the Fulbright Program grants support for graduate study and research in 140 countries.

Asatryan was assigned an advisor from the program who helped her research which graduate programs would be the best match. "I told them my interests, that I wanted to specialize in wine production and gain experience. They helped me find compatible universities based upon my major, and gave me four or five options. We ended up in California because this is the best place for wine production."

"I could have gone to Berkeley or something like that, but I realized Sonoma was the best for my business," says Asatryan. "If you are really interested in wine business, this school is the best place for you. Not one of the best places, but the best place!"

For Sonoma MBA students, location is a crucial piece of the puzzle, especially when it comes to networking opportunities.

"The network is really important," says Asatryan. "I feel like I know the most important people in California wine production," she says. "This is what graduate students want. The point is not to just study, because we are mature enough to study by ourselves. The point is to find a network to communicate with specialists." Asatryan is utilizing these connections and making time to fuel her passion--innovations in the wine and tourism sectors.

"Currently, I am doing research in virtual reality and the augmented reality in wine business. As a future specialist in this field, this is the future of wine business globally," says Asatryan. Virtual reality is one of the most rapidly developing avenues to assist in the drive for domestic and international tourism.

"We have to follow consumer demands in this field," says Asatryan. "For now, drink is not enough. We have to provide interesting experiences. In the US, wine production is in a high level of development. They have to think of new ways to attract people," says Asatryan. For winemakers, these virtual tools can expand their reach to a whole new audience.

Virtual technology offers the opportunity for a unique tasting experience that engages all of the senses. Whether consumers immerse themselves in a virtual set of the vineyard, enjoy the scent of grapes on the vine, or fruits being sliced, their palates can be prepared while their bodies enjoy the sensation of standing on the sunny slope of a vineyard in France. Or maybe, one day, in Armenia.

"Currently, Armenian wine production is in its development stage," says Asatryan, "but my goal is to go back and help Armenian wine production to grow internationally," she says. "Armenia is in the process of revolution. They really value people who are educated and they want to attract people who can have a positive impact."

With Asatryan's drive and intellect, that day won't be too far off.