Zara Mazmanyan is an art curator, creative director, and winery founder of Northern Terroir in the Tavush region of Armenia. Her work bridges art, culture, and terroir. Born in Armenia and raised in Lebanon, a deeply artistic family shaped her—her mother an opera singer and her father, sculptor Mkrtich Mazmanyan.
She studied at New York University, completed an Art Curation Program at Sotheby’s in London, and earned a Master’s degree in Arts and Cultural Management from the Rome Business School. Zara began her career in leading advertising agencies, including IMPACT BBDO (Beirut), Saatchi & Saatchi (Bahrain), and as an Art Director in Riyadh, refining both her aesthetic vision and strategic approach.
She has curated and participated in major international art fairs, including Art Basel, Art Miami, New York Art Fair, and Contemporary Art Istanbul, and is the founder and Managing Director of Mazmanian Gallery, dedicated to the sculptural legacy of her father.
Zara is the founder of Northern Terroir, a boutique winery focused on Lalvari, one of the country’s rarest indigenous grape varieties, featured in TUS and ZOÉ wines.
Media Inquiries: Mariam Balyan mariam.balyan@northernterroir.am | http://www.northernterroir.am/
What’s the ONE THING most unique, authentic, & memorable about your brand?
The heart of our identity lies in reviving Armenia’s rare, endemic grape varieties- Lalvari and Banants -in Tavush Region, a northern region of the country where winemaking was almost nonexistent when we began. Our story started as a quiet family experiment: the founder’s grandfather tended small vineyards in Tavush, nurturing forgotten local grapes simply out of love for the land. What began as a hobby grew into a mission – to bring these rare varieties back to life, and to give them a voice on the global wine stage.
From the beginning, our philosophy has been radically intentional. Nothing we do is “just because.” Every choice – our branding, storytelling, social media, the festivals we attend, the partners we choose – carries a conceptual purpose. We entered the Armenian wine market with a style and tone that were unusual at the time: modern yet deeply rooted in place, poetic but authentic, and uncompromising in identity.
Today, our TUS wines are among the most recognized white wines in Armenia, often echoed in the market by the phrase “If white, then TUS.” We farm without pesticides, honoring the environment of Tavush and the natural resilience of its endemic grapes. Our brand stands on the belief that true distinctiveness comes from courage: the courage to revive forgotten grapes, to pioneer a region, and to build a brand that stays unapologetically true to its origins.
Describe how and what you’d do with your winemaking career or winery business if you were not constrained.
With no limitations, our vision expands into a bold cultural movement. We would pioneer the first appellations in Armenia, ensuring our endemic grapes and our region receive the recognition they deserve. Our winery would become a landmark destination, where visitors could experience history, nature, and contemporary Armenian culture in one immersive, high-tech architectural space designed to honor Tavush’s landscape.
Internationally, our wines would appear on the wine lists of leading airlines, Michelin-starred restaurants, and major global events – imagine ZOE Sparkling as the welcome drink at the Cannes Festival. We would join iconic wine clubs like Paul Mall 65 worldwide, deepening collaborations with renowned sommeliers and establishing brand ambassadors in major capitals to share the Armenian story.
What is the One Wine most emblematic of your brand and/or winemaking style? Tell us its story.
Our wines are all equal parts of who we are – each one a chapter of the same story. TUS Classic represents our youth: energy, curiosity, and the first bold steps of our journey. TUS Reserve is our mature self, shaped by time, depth, and experience. ZOE is our style – the language we speak, the way we express ourselves without words.
That said, if we must choose one wine to represent our brand, it would be TUS Classic. It is where everything begins — young, vibrant, and full of energy — the foundation from which our entire story grows. Read my review of the TUS dry white wine here.
Bonus Question: What’s one thing people would be surprised to learn about you?
I believe that the power of Northern Terroir is its people, where professionalism, method, willingness, and the power of belonging to a team contribute to the success and enthusiastic recognition of Northern Terroir. We believe in simplicity and honesty of our work, close to our roots and close to our nature. Pairing skill and craftsmanship with strong historical, geographical, and cultural connections, we add new depths to the whole experience of making and drinking wine.