Newmag Summerfest to Unite Literature, Jazz, and Armenian Winemaking (video)

Unlike traditional jazz or wine festivals, Newmag Summerfest offers a unique blend: international and Armenian literature, bestselling books, exquisite Armenian wines, and the soulful rhythms of jazz, all on one platform.

Ani Hakobyan, Head of Literary Programs at Newmag, shared that this year the festival is being presented under a new theme, Book, Wine, Jazz, a concept designed to attract a wider and more diverse audience.

“By combining these elements, the festival becomes more than just a literary event. It turns into a cultural celebration. We’ll introduce new bestsellers, host discussions, and offer a dynamic children’s program,” Hakobyan said.

The Jazz Association of Armenia, the main partner of the festival’s music section, is curating the jazz component. Ani Soghoyan, co-founder of the foundation, noted that this collaboration was a natural fit.

“Jazz is intellectual music. When paired with literature and wine, it creates a rich and inspiring atmosphere,” she explained. “On June 21, Artyom Manukyan’s trio will perform original compositions. On June 22, the Dialog Project will headline the gala concert. Jazz DJ sets will also play throughout both days.”

Zaruhi Muradyan, Executive Director of the Armenian Vine & Wine Foundation, emphasized the importance of promoting Armenian wine culture:

“Each year, more winemakers join us. This is a great platform to share the stories, heritage, and taste of Armenian winemaking with a larger audience.”

The two-day festival will be held at Yeraz Park, on June 21 and 22, featuring ten new book presentations, panel discussions, and interactive experiences. A long-time supporter, Evocabank, returns as the main sponsor. Lucy Sarukhanyan, Head of Marketing and PR at the bank, shared how they’re integrating financial education into the festival:

“We’re bringing our ‘Money Talks’ Instagram series to life, with speakers discussing financial literacy. Plus, visitors who purchase three or more books will have a chance to win a 30,000 AMD gift card. We’ve partnered with Newmag for four years because we share the same values: to foster a more literate and informed society.”

Nane Manukyan, Head of Corporate and Global Partnerships at Newmag, announced that the winner of the young writers’ contest, first introduced at Winterfest, will be revealed during the festival:

“Our tradition continues. We launch a contest in winter, announce the winner in summer, and publish the book by the next Winterfest. Last year’s winner, Hermine Avagyan, published her short story collection Farewell Eyes, which quickly sold out. This year’s winner will be announced on the second day of the festival.”

For young readers, Gohar Manukyan, Head of the Yeraz children's book series at Newmag, shared exciting details about the children’s festival, now fully integrated into Summerfest:

“The first two hours will be dedicated to children, with book presentations, music, and performances by talented young readers. We focus on age-appropriate literature and fun engagement. This year’s releases include The Poet and the Smell, which has an actual scent hidden inside, and School of Seven Galaxies by Armenian author Ruslan Saghabalyan.”

Geso, a long-time partner of Newmag festivals, is now a general partner. Gevorg Mkrtchyan, the company’s founding director, noted their expanded role this year:

“We’re providing the technical infrastructure to make the festival visually richer and more immersive. Given Newmag’s updated format, this was the right moment to increase our support.”

Children will enjoy games, masterclasses, and refreshments in the vibrant Dobry Juices pavilion, while the festival’s co-organizer, Yeraz Projects, has prepared a special interactive performance in the park.

From 5 PM to 7 PM each day, visitors can enjoy book launches, meet-the-author sessions, translator talks, and children’s literature panels. Newmag Summerfest 2025 promises a celebration of books, wine, jazz, and unforgettable experiences.