Armenian brandy is not simply an alcoholic beverage drink, it’s been a symbol of Armenia for dozens of years. It rose to prominence during the Soviet era when Armenia was labeled as the number one brandy producer and exporter within the Soviet Union.
From the times of the Soviet Union to the present day, Armenian brandy has maintained its allure. If you doubt that it has a great importance for the Armenian people, look at the logos and names of the Armenian brandy. “Ararat”, “Noy”, “Nairi”, “Ani”, “Akhtamar” – are the names of symbols of Armenia and ancient cities that once were part of great Armenia.
The rich history of Armenian brandy unfolds with every sip. Now it has many varieties but it is still one of the favorite souvenirs to take back home after visiting Armenia. Let’s explore the history and unique features of this popular Armenian beverage.
How It All Started
Photo from Yerevan Brandy Factory
Merchant Nerses Tairian is believed to be the creator of Armenian brandy. His cousin Nerses Tairov who was a founder of Winemaking Newsletter magazine suggested that he should open a brandy factory. It opened in 1877 and uses the French technology and equipment of double distillation which he brought from France. A factory operated in the cellars of the Erivan fortress was destroyed after an earthquake. This alcoholic beverage was different from others as the merchant used Armenian grape varieties.
In order to start exporting and take production to another level, Tairian sold the factory to Russian entrepreneur Nikolai Shustov in 1988. Shustov was heading the most famous at that time alcoholic firm “N. L. Shustov and Sons”. The businessman periodically expanded his production and opened new shops for aging alcohol.
Armenian Brandy at the French Exhibition
The entrepreneur was also actively promoting its product and advertising it in magazines and on the first Moscow tramway. Shustov even hired poets who composed poems and songs about his cognac and placed them in newspapers.
There are even some interesting stories of how Shustov was trying to promote Armenian brandy in Europe. At the beginning of the 20th century, Armenian cognac was not so popular abroad. Young couples hired by Shustov himself went to restaurants and ordered the Shustov cognac. When the waiter said there was no such cognac, the man would apologize to his lady, cause a scandal, and leave the restaurant saying that he would never return again. These stories made it into the European newspapers and a smart advertising move increased the sales greatly.
Finally, the alcoholic beverage made it into the World Exhibition in Paris and won the Grand Prix. This happened thanks to the efforts of Kirill Silchenko and Mkrtich Musinyants who were behind the inaugural blended vintage Armenian brandy. It was called “Fine Champagne Select”. The jury concluded it had a high quality and unmatched flavor.
After the revolution, the Shustovs’ factory was nationalized by the government of the First Republic of Armenia, and the factory was revived under the name of “Ararat” Wine and Cognac Trust.
Cognac or Brandy
Only the beverage produced using special technology in the departments of Charente and Charente-Maritime can be called cognac. However, the jury allowed Shustov to sell the product not as “brandy” but as “cognac”. This was an unprecedented move as only French producers could name their production “cognac”.
However, once Armenia joined the World Trade Organization in 2003, it was banned from using the word “cognac” on the bottles. Moreover, in 2010 the Armenian government introduced a new trade name “Arbun”. The goal is to distinguish “brandy” and “Armenian brandy”.
Legends
There are many legends associated with the Armenian brandy. They say Russian Emperor Nicholas II liked drinking this brandy and recommended it as “exquisite cognac.”
Yet, the most popular legend is that it was a favorite drink of Winston Churchill. Former British PM, attributing health benefits to Armenian cognac, used to say, “Never be late for dinner, smoke Havana cigars, and drink Armenian cognac!” They said he liked to drink the fifty-year-old “Dvin”.
Although those are legends, the reality is the modern museum of the Yerevan Brandy Company was visited by dozens of presidents, diplomats, and celebrities. At the museum, tourists can also learn the history of Armenian brandy, see the main stages of production, and taste the brandy.
Brandy Factories
Modern brandy companies located in Armenia are upholding a tradition dating back over a century, producing the world-renowned Armenian brandy. Moreover, they are using endemic grape varieties such as Voskehat, Garan Dmak, Mskhali, and Kangun.
The companies also use a double distillation method. The secret to the Armenian brandy, however, lies in the maturation process. The brandy is aging in special oak barrels for up to five decades, imparting a sweet aroma and a distinct grape flavor.
The brandy has a mild flavor featuring notes of dried fruits, chocolate, and vanilla. Moreover, the pristine spring water and the unique climate of the Ararat Valley contribute to the beverage’s exceptional taste and quality. There are ordinary, branded, and collection types. This depends on the aging duration and methods. The Armenian brandies usually have stars on their labels corresponding to their age.
In addition, brandy is traditionally listed among the top 10 of the most exported goods from Armenia. The exports volume reached 54.2 million liters in 2022.
If you want to learn more about Armenian brandy-making traditions, join Levon Travel’s gastro, wine, and brandy tour. One of the destinations is the Yerevan brandy factory where tourists have a tour and degustation.