For the Very First Time, the Legendary ARARAT Presented at Baselworld

This spring, the ARARAT Armenian Brandy of Yerevan Brandy Company was represented at Baselworld to the world’s foremost experts and connoisseurs of luxury.

The Swiss city of Basel has traditionally been a center of the arts, sciences and industries. It also holds a special place in the world of watchmaking.

Every spring, representatives from the high-end watch and jewelry houses come to Basel in order to take part in the industry’s most significant event: the Baselworld Show. From March 23-30, the world’s best-known brands, such as Breitling, Longines, Cartier, Rado, de Grisogono, Omega, Bvlgari, Chanel and many more presented the haute couture of the watch and jewelry worlds, showcase their latest achievements and predict the trends of 2017. With almost a century of rich history behind it, this exhibition has earned the title of being the field’s most prestigious event and this spring, ARARAT Legendary Armenian Brandy presented for the very first time at Baselworld.

Making brandy, just like creating a watch’s precise pieces, demands spiritual and physical balance, a special patience and a mastery that has been passed on from generation to generation. Just like how the watchmaker communicates his life through his creation, so too does the brandy master - uses all his knowledge and inspiration to choose from hundreds of spirits the ones that reflect the true nature of ARARAT brandy: a allegiance to tradition, ability to keep a delicate balance and to leash time unite the arts of watchmaking and brandy crafting.

In the frames of the event the special ARARAT interactive art space was created which gave the chance to visitors to get inspired by the elegant ARARAT Tasting Ritual. The ritual reveals the art of Armenian brandy-making and its unmatched pearl, the ARARAT Erebuni. Especially for this experience, French designer Philippe Seys created a special “Degustation case” made from fine materials such as redwood, which includes all the accessories of the ritual and offers unforgettable ARARAT Moments.

The ARARAT Erebuni blend is made up of more than 30 rare and vintage spirits that have been biding their time in the cellars of the Yerevan Brandy Company. They impart the brandy its rich amber color with touches of mahogany. The oldest spirit in the blend dates back to 1934 and underscores the exceptional status of this brandy.

ARARAT Erebuni features an exquisite fragrance and velvety flavor. The aroma of dried fruit gently and harmoniously combines with hints of candied orange and vanilla. The full flavor brings out hints of chocolate and toasted hazelnut. Its long aftertaste delivers the pleasant tartness of aged oak combined with apricot and smoky plums.

The export map of ARARAT covers 30 countries including Russia, Poland, Germany, Slovakia as well as Switzerland where this year, for the first time, Erebuni have been presented. With that, this legendary Armenian brandy became even more distinguished upon its participation in Baselworld - the place where collectors and experts of beauty, connoisseur of tradition and mastery got together and entirely appreciate the bright shine of ARARAT’s pearl.

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, the world’s n°2 in wines and spirits.


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