Armenian brandy has long been more than just a spirit. It is a symbol of heritage, craftsmanship, and national identity. Among the producers that shaped this reputation, ARARAT stands as the most recognizable name, representing a tradition that dates back to the late 19th century. Built on indigenous grape varieties, carefully selected Caucasian oak barrels, and decades of aging expertise, the brand has become synonymous with Armenian brandy both at home and across the global diaspora.

In a recent article for Forbes, spirits writer Joe Micallef explores how tradition, terroir, and time define the character of ARARAT brandy. Drawing on insights from industry veteran Ara Grigoryan of the Yerevan Brandy Company, the story examines everything from grape sourcing and distillation methods to the cultural role Armenian brandy plays in celebrations and family traditions. The piece also highlights how the historic house balances centuries-old practices with innovation to remain relevant in the modern spirits market.

Read the full story here.