Renaissance of legendary blend: Yerevan Brandy Company re-launches  production of `Yerevan" brandy on the threshold of 2800th anniversary  of capital

ArmInfo.In honor of the 2800th anniversary of the capital of Armenia, the Yerevan Brandy Company launches the "ARARAT Yerevan" project, within which the legendary  "Yerevan" brandy will reappear on the Armenian market,. The brandy was fisrt created in 1947 by the past master of the blend of the Yerevan Brandy Company Margar Sedrakyan. This was announced to the journalists at the press tour to the Company by  Karine Madelrieu, director of Sales and Marketing of the Yerevan Brandy Company.   "In September this year, on the eve of the jubilee celebration, the  Yerevan Brandy Company will launch the legendary 'Yerevan' cognac,  which will be included in the Vintage collection of ARARAT cognacs,  "she said. K. Madelrieu noted that "Yerevan" has a special place In  the production range, considering the fact that it is the first  cognac having such a high degree.

Director of the Yerevan Brandy Company Hamlet Antonyan in his turn  informed that the strength of "Yerevan" cognac is 57 degrees, the  sugar level is 19.5 percent, the average age of the alcohol is 10  years, but 37 years old alcohol was used to make this brandy.  ''Yerevan'', according to Antonyan, was created already in September  last year, at the end of August it will be bottled and will enter the  market in September.  "Experience transferred from master to master  gives us the opportunity to create or recreate the whole complexity  of blending of " Yerevan ". This is a difficult, responsible, but  pleasant work, because we have to work with spirits, to which very  few people in general had the opportunity to come into contact in  Armenia. I compare this work with the restoration of ancient  paintings, for the reconstruction of which you can not miss a single  detail, "he stressed.

Answering to the question of ArmInfo, Karine Madelrieu noted that  like the "Armenia" brandy, "Yerevan" will be an exclusive product  that can be purchased only in Armenia, but several bottles will be  delivered to the Russian market. <We want the guests of the capital  be able to find a special product that they will not be able to buy  in their country, "she stressed. In the same connection, K.Madelrieu  noted that in the first year the volume of production will be about  10 thousand liters. The price category will slightly exceed the cost  of ''Armenia'' brandy, 25 thousand drams per bottle with a capacity  of 0.75 liters.

The Director told the story of Margar Sedrakian's creation of the  legendary "Yerevan" cognac. "The master dismantled all existing  stereotypes that the cognac strength can not exceed 50 degrees," he  stressed. The very history of the creation of high-degree cognacs in  Armenia, according to Antonyan, began in 1937, when the Papanin team  equipped an expedition to the North Pole. Armenians gave them their  brandy for warmth.  ''However, the expedition participants wrote that  it is  so cold that cognac does not warm them. They noted that the  cognac is strong, but not as much as the local frosts. This served as  a direct message for Sedrakyan to create such a cognac, which would  be stronger and softer. And he succeeded to do that, "said the  director of the YBC production.

Antonyan demonstrated to journalists how to taste brandy. "It is  necessary to bring a glass to the nose at a distance of 2-3 cm.  Without inhaling sharply, try to feel the notes of creamy caramel,  white honey, oak barrel, almonds, the aroma of spices, black pepper,  notes of cloves and finally dried plums and half-boiled apricot, "he  explained.

In addition, according to K. Madelrieu, the "ARARAT Yerevan" project  envisages within the framework of cooperation with the photo agency  PAN Photo, a photo project "History of Yerevan", in which 10  photographers will take part. ''The project is designed to show the  untold stories of the capital. 10 photographers, each of whom will  have his/her own specific topic, will independently work on the  content and will introduce new faces of Yerevan to the residents and  guests of the capital, "said sponsor of the photo project Vahan  Stepanyan. The photos, he said, will be rigorously selected. Only 10  will be selected of  more than 50 photographs. The project will be  completed on September 14, after which the photographs will be  presented at the exhibition in the ARARAT museum. Moreover, one can  watch the photos on the specially created page of Yerevan Stories in  the Instagram. (https://www.instagram.com/yerevanstories)

Starting from June 16 this year within the framework of the project,  the "ARARAT Yerevan" application was launched, K.Madelrieu informed.  The application was created with the assistance of ARLOOPA  corporation, thanks to which residents and guests of the capital can  see how dozens of years ago about 30 architectural monuments of  Yerevan looked like. After downloading the application, each user  will have a virtual map with a designation of a number of interesting  locations in the capital, each of which will be scanned by the user  to see the object in its historical view. Moreover, within the  framework of the application, a story will be presented about one or  another place. "The concept of the application somewhat resembles  ARARAT itself, which preserves and respects its roots and traditions,  but at the same time seeks to keep up dynamically with the times,"  she stressed. The application can be downloaded from the following  links:   https://play.google.com/store/apps/details?id=com.arloopa.ararat and  https://itunes.apple.com/us/app/ararat-  yerevan/id1397856706?mt=8&ign-mpt=uo%3D4

Director of Marketing and Sales of YBC noted that the purpose of the  project attached to the 2800th anniversary of the capital, is the  opportunity to show the city from a different view. The YBC will also  launch a map of Yerevan, which will show historical, but hidden  places in the city, which the residents of Yerevan themselves do not  know. Maps will be distributed in the capital's institutions, so that  everyone has the opportunity to get acquainted with those locations  in the city that were previously unknown to the citizens, she  concluded.

The legendary Armenian brandy ARARAT is produced by Yerevan Brandy  Company using traditional technology, the foundations of which were   laid in 1887 by the brothers Nerses and Vasily Tairyants. ARARAT   brandy is created using only local endemic high-quality Armenian   grapes and crystal clear spring water. Precious ARARAT brandy is aged   exclusively in barrels made of Caucasian oak, produced in their   in-house cooperage plant. In 1998 Yerevan Brandy Company became a   part of Pernod Ricard, an international company and the world's   leader in the Premium spirits industry.