LCBO launches first-ever Armenian section in Ontario

'Destination Armenia' unveiling ceremony hosted by MPP Aris Babikian draws community and industry leaders

TORONTOHYE—A new dedicated section for Armenian wines and spirits has officially opened at the Parkway Mall LCBO (85 Ellesmere Rd, Scarborough). The launch marks a significant cultural milestone for the Armenian community in Ontario.

According to a press statement released by the office of MPP Aris Babikian on Dec. 4, the unveiling introduced LCBO customers to the first-ever dedicated selection of Armenian alcohol products, including wine, brandy, vodka, and other premium spirits. The initiative represents an important moment of visibility for Armenian heritage within one of Ontario's most prominent retail spaces.

Representing the LCBO at the event was Chief Retail Officer John Summers, who delivered remarks on behalf of the President and CEO, George Soleas. "The opening of the Armenian Destination Collection is a really important milestone for us and an important reminder that local doesn't necessarily just mean made in Ontario, local can mean a strong representation of the community that the store serves," Summers said.

MPP Babikian expressed his gratitude to Soleas for his leadership and support in bringing the project to fruition. He emphasized the significance of showcasing Armenia's deep traditions in winemaking and distillation, noting that the country's high-quality wines, renowned brandy, artisanal vodkas, and other spirits now have a prominent place on LCBO shelves. "This is a proud and historic day for our community," Babikian said. "I encourage all Armenian-Canadians to share the news and support this exciting addition to the LCBO. Your support will help ensure the success of Armenian products and showcase the best of our heritage to all Ontarians."

The event brought together community leaders, members, media, and supporters who gathered to celebrate the achievement and explore the newly featured Armenian products.

Armenia is widely recognized as one of the world's oldest winemaking regions. Archaeologists have uncovered the earliest known wine production facility in the Areni cave complex, dating back to around 4100 BCE. The area's volcanic soil, high elevation, and continental climate helped shape grape varieties such as Areni and Voskehat, which remain central to Armenian viticulture today. These ancient traditions persisted through the classical, medieval, and early modern eras, with wine stored in large clay vessels known as karases—a method still practiced by some winemakers.

In recent decades, Armenia has experienced a winemaking revival. Once known primarily for bulk wine production during the Soviet period, the country has shifted toward high-quality, small-batch wines that now earn international recognition. The renewed focus on indigenous grapes and traditional techniques, combined with modern expertise, has positioned Armenian wine as a distinct presence on the global stage.

Armenia's distilling heritage is also significant. Modern Armenian brandy production began in 1887, when entrepreneur Nerses Tairyan introduced French double-distillation techniques to local grapes. The industry expanded rapidly after Russian businessman Nikolai Shustov purchased the Yerevan brandy factory in 1899. Shustov's spirits famously won a Grand Prix at the 1900 Paris World's Fair, earning the rare distinction of being allowed to use the term "cognac" outside France—a decision later contested but remembered as a milestone.

Under Soviet nationalization, Armenian brandy became a major export, prized for its use of indigenous grape varieties and aging in barrels made from Caucasian oak. Today, Armenian brandy remains one of the country's most recognized cultural products worldwide. Alongside brandy, Armenia also strengthened its production of vodka, often distilled from local grains and mountain spring water, reflecting the region's broader distillation culture.

In recent years, Armenia has also entered the gin market: Although the industry is young, emerging only in 2021, a small but growing group of producers in Yerevan and beyond is developing distinct Armenian gins as the spirit's popularity rises.

With the opening of the Armenia Destination Collection at the LCBO, Ontarians can now experience a small part of this storied winemaking and distilling legacy firsthand, marking a proud moment for the province's Armenian community.