Tasting Rooms

Overview

Nestled in the heart of Yerevan, Armenia, the Yerevan Brandy Company (YBC) stands as a monumental symbol of Armenian craftsmanship and national identity. It is the birthplace of ARARAT brandy, a globally recognized spirit deeply intertwined with the country's rich heritage. The company's Tasting Rooms offer an immersive journey into this storied legacy, inviting curious travelers to explore the art of Armenian brandy production and savor its distinctive flavors.

More than just a distillery, the Yerevan Brandy Company is a prominent landmark, housing a museum and providing guided tours that culminate in a memorable tasting experience. It's a place where tradition meets modernity, offering insights into centuries-old techniques while celebrating Armenia's enduring spirit.

History & Cultural Background

The journey of Armenian brandy began in 1887 when the visionary merchant Nerses Tairyan established the first brandy factory in Yerevan. He was inspired by his cousin, Vasily Tairov, an experienced oenologist, to adopt classic French cognac-making techniques, including the Charentais method of distillation.

The factory's reputation grew, and in 1899, it was acquired by Russian businessman Nikolay Shustov. Under his ownership, Armenian brandy gained international acclaim, notably winning the Grand Prix at the Paris International Exhibition in 1900 or 1902. This prestigious award famously granted Armenian brandy the right to be called 'cognac', a term later subject to international redefinition.

During the Soviet era, the company was nationalized, and in 1953, it relocated to its iconic new building, designed by architect Hovhannes Markaryan, which overlooks the Hrazdan River. After Armenia regained independence, the Yerevan Brandy Company was acquired by the French company Pernod Ricard in 1998, ushering in a new era of global recognition for ARARAT brandy.

Beyond its commercial success, brandy holds a profound cultural significance in Armenia. It plays a central role in various ceremonial occasions, from engagements and weddings to birthdays, and frequently graces traditional Armenian feasts, complementing local dishes. It embodies conviviality and shared ambition, even finding its place in business meetings.

What Makes It Special

The distinction of ARARAT brandy stems from a unique synergy of natural endowments and meticulous craftsmanship. It is exclusively produced using indigenous Armenian white grapes, primarily cultivated in the fertile Ararat Valley. The aging process takes place in centuries-old Caucasian oak casks, handcrafted in the factory's own workshops, imparting distinctive flavors and aromas. Fresh spring water from the Katnakhbyur source is the only water added, ensuring purity and consistent quality.

The Yerevan Brandy Company's museum showcases over 120 years of history, displaying archival materials, historical equipment, and a trove of international awards. The architectural grandeur of the factory building itself, with its nine austere arches and imposing façade, is a testament to its status as a national treasure. Here, the traditional art of blending, where master blenders combine various distillates like 'notes in a melody', creates the complex and multifaceted taste profile of each ARARAT brandy.

Stories, Fun Facts & Local Details

One of the most captivating stories associated with ARARAT brandy involves Winston Churchill. Reportedly, Joseph Stalin introduced Churchill to Armenian brandy, specifically 'Dvin', at the Yalta Conference in 1945. Churchill was so impressed that he requested 400 bottles be sent to him annually, a tradition said to have continued until his death.

Within the factory's heritage center lies a unique 'Peace Barrel'. This barrel of ARARAT brandy was set aside for aging in 2001 and is intended to be opened only when the conflict between Armenia and Azerbaijan is resolved, symbolizing hope for lasting peace.

Visitors often remark on the breathtaking view of Mount Ararat from the factory premises. This majestic, snow-capped dormant volcano, though now located just outside Armenia's modern borders in Turkey, remains a sacred national symbol and a constant inspiration. A curious local detail often shared with visitors is the 'angel's share' phenomenon within the aging cellars; the substantial amount of alcohol evaporating into the air creates a subtle 'buzz' for workers due to the air's up to 5% alcohol content. Moreover, in Armenia, brandy is not solely a digestif but is enjoyed at various times throughout the day, highlighting its integral role in daily life.

Visitor Perspective

A visit to the Yerevan Brandy Company's Tasting Rooms is a captivating experience designed to engage all the senses. Expert guides lead tours in multiple languages, including Armenian, Russian, English, French, and German, ensuring an informative and enriching visit for international guests.

The experience typically includes a tour of the ARARAT Museum, where you'll learn about the brand's history, the production process from grape cultivation in the Ararat Valley to distillation, and the meticulous aging in oak casks. The highlight for many is the tasting session itself, held in dedicated tasting rooms. Guests can choose from various packages, each offering a selection of ARARAT brandies of different ages, such as 'Three Stars', 'Ani' (7-year-old), 'Akhtamar' (10-year-old), 'Vaspurakan' (15-year-old), and 'Nairi' (20-year-old). Flavored brandies like ARARAT Apricot and ARARAT Coffee are also available for tasting.

During the tasting, guides provide insights into the proper rituals of enjoying brandy, from glass selection to sipping techniques, and help visitors discern the nuanced notes of nuts, dried fruits, caramel, and spices. Tastings are typically accompanied by sweets and water to cleanse the palate. It's advisable to reserve your tour and tasting in advance, especially for English-language tours, as they can be popular. Guests under 18 years of age are not permitted to participate in the brandy tasting. A visit concludes with an opportunity to purchase the full range of ARARAT brandies at the museum's official store, allowing visitors to take a piece of Armenian heritage home.