Before you owned a spirits business, which preconceived notions did you have that turned out not to be true? I didn’t have any preconceived notions because I knew nothing about sales when I started. Before Vogis Gin, I was purely on the production side, working as a Senior Food Technologist for the largest food factories in Armenia. I just learned everything about the business side step-by-step.
Was there one moment when you realized, “This is actually going to be successful”
I never spent time questioning whether it would succeed or not—I always knew it would. I built Vogis Gin from scratch using only my grandfather’s recipe and his signature on the bottle. My driving force is a simple duty: to make sure this Armenian gin and my grandfather’s legacy reach every corner of the world.
What has been the hardest part of this business that nobody warned you about? In the beginning, hearing “no” far more often than “yes” was tough. Over time, though, you realize that rejection isn’t a wall—it’s just a normal, healthy part of the process.
Was there ever a day when you seriously considered walking away? What kept you here? Never. Quitting isn’t an option. Every single day, every minute, the only direction is forward. Success is mandatory because the mission and the heritage behind this brand are unchangeable.
What’s one decision you made that everyone questioned at the time—but you’d make again tomorrow? “Producing premium gin in Armenia? Are you serious?” Everyone doubted it, but I’d make that choice again in a heartbeat.
What part of this place are you most protective of—the thing you would never change just to sell more bottles? The original recipe and our uncompromised quality.
What in the spirits industry would you like to see changed, and what’s being done right? I’d like to see less reckless market entry. Too many people enter this industry with huge budgets but zero operational knowledge, disrupting healthy distribution systems and hurting artisanal producers.
Someday this company will belong to somebody else. What do you hope they never change? The recipe.
Last call. You’re not the owner anymore. You’re just another person sitting at the bar. What are you drinking? It depends on the mood, but usually a classic Armenian brandy—if I’m not drinking gin, of course!
