Located at 2 Admiral Isakov Avenue, the Yerevan Brandy Factory is one of the city’s most iconic landmarks, a destination that no visit to Armenia’s capital feels complete without. Until the 1990s, there was only one such factory in the city, but with the wave of privatization that followed Armenia’s independence, it split into two distinct enterprises: Ararat and Noy. Today, they stand across from one another on opposite sides of the Hrazdan River, both offering guided tours to eager visitors.
A journey through either of these facilities reveals the captivating story of Armenian brandy — a drink steeped in tradition and global recognition. Guests can witness the intricate production process, taste the famed spirit, and purchase select vintages. Within the museum of the Ararat Brandy Factory, a trove of prestigious awards showcases the company’s storied achievements, while photographs recall the visits of world leaders, celebrities, artists, and public figures who have walked its halls.
Viticulture has thrived in Armenia for millennia, aided by the country’s generous sun and fertile soils — especially in regions ideal for grape cultivation. The globally renowned Yerevan Brandy Factory was established in 1887, and today it operates as part of Pernod Ricard, the world’s second-largest producer of wines and spirits, headquartered in Paris — the birthplace of cognac.
From the beginning, Ararat has adhered to classic French cognac-making techniques. The factory’s founder, Nerses Tairyan, a merchant and philanthropist, was inspired by his cousin, the oenologist Vasiliy Tairov, to adopt the Charentais method used in France. They imported a traditional Charentais alembic still and constructed special aging cellars to refine their process.
Tairov, a scholar and seasoned winemaker, was quick to recognize the unique potential of the Ararat Valley’s grapes. The brothers’ vision paid off: their initiative sparked a technological renaissance in Armenian brandy production. Within just 25 years, Ararat brandies had gained international acclaim and the factory’s output had reached impressive proportions.
In 1899, the Ararat factory was acquired by the illustrious Russian noble family of Shustovs. Originally merchants and salt traders, the Shustovs had long been held in high regard, even during the reign of Peter the Great. By the 19th century, the family had shifted its focus from salt to winemaking, founding the company Shustov & Sons, which, in 1899, purchased two brandy plants — one in Odessa, and the other at the Erivan Fortress.
One of the Shustovs even traveled to France to collect authentic cognac recipes. Ever ambitious, the family outfitted their facilities with state-of-the-art equipment and enlisted top experts in the field. Among them was Mkrtich Musinyants, the creator of Armenia’s first vintage cognac: Fine Champagne Select. His creations captivated judges at the 1900 World’s Fair in Paris. Interestingly, Armenian brandies were submitted anonymously and became the only non-French brandies to be awarded the Grand Prix.
The Shustovs were also pioneers of early marketing, cleverly employing covert advertising tactics. For instance, elegantly dressed agents would frequent upscale restaurants and request “Shustov cognac” by name, prompting owners to stock it in response to rising demand. In 1912, the company earned the prestigious title of Official Purveyor to the Imperial Court of Nicholas II.
Today, a visit to the Ararat Brandy Factory remains a highlight for many travelers to Yerevan. Armenian brandy is, after all, a proud national symbol. Factory tours guide guests through every stage of production, beginning with the grape — the heart of the story. Armenia’s finest white grapes are grown in the sun-soaked Ararat Valley and the lush, mountainous Tavush region, renowned for its clean air and dense forests. Once the grapes reach their optimal sugar levels, the harvest begins. Only the best clusters are handpicked by local farmers.
After a rigorous quality inspection, the grapes are gently pressed in pneumatic presses to extract the juice without bitterness. A week of natural fermentation follows, transforming the juice into a pale wine base. This base undergoes distillation to become brandy spirit.
Following classic double distillation, the wine is first turned into “raw spirit” with an alcohol content of up to 32°, which then undergoes a second distillation. This yields three fractions: the “head,” the “heart,” and the “tail.” Only the “heart” — the purest and most refined portion — is used in Ararat brandy.
What follows is a patient and transformative process: aging. The spirits are poured into oak barrels — but not just any barrels. The wood comes from Caucasian oak trees at least 70 years old, prized for their porous structure, which allows the spirit to breathe and mature. Each barrel is crafted entirely by hand in the factory’s cooperage, a process that can take years, from shaping the staves to final assembly.
Once complete, the barrel is transferred to the aging cellar and filled with spirit. There it rests for anywhere between three years and half a century, absorbing subtle nuances of flavor, aroma, and color. Conditions in the cellars are meticulously controlled — temperature is monitored, and regular sampling ensures quality.
The factory’s museum includes access to these aging cellars — the barrels are not decorative props, but active vessels in the brandy’s journey. Visitors can peer through glass windows into the main aging hall and see barrels marked with production years.
But the most delicate, intricate phase still lies ahead: blending. This is the true artistry of cognac — harmonizing spirits of varying ages and grape varieties into a single, cohesive symphony. The master blender may work with hundreds of different eaux-de-vie to create just one blend. One key element is water, which must be as pure and consistent as the spirit itself. For Ararat, only water from a single natural spring is used.
Once the blend is complete, it returns to oak barrels for a final rest, allowing the flavors to unify into what becomes the legendary “Ararat” brandy. The final step is bottling — and on display in the showroom are examples of Ararat brandies from various years.
In one of the museum’s rooms, a showcase dedicated to early 20th-century history features a cherished relic: a diploma awarded at the 1907 Bordeaux Exhibition, where a professional jury recognized the brandy’s excellence with a bronze medal, affirming its adherence to the highest standards of cognac.
Groups are welcomed into dedicated tasting rooms, tailored in advance. The tasting experience varies by package, and is complemented by fine chocolate and water:
The Standard Package (4,500 AMD) includes tastings of “Three Stars” and the seven-year-old “Ani.”
The Extended Package (10,000 AMD) offers the 10-year-old “Akhtamar” and 15-year-old “Vaspurakan.”
The ARARAT 10 Package (12,000 AMD) features a vertical tasting of three distinctive 10-year brandies: “Akhtamar,” “Armenia,” and the collectible “Dvin.”
During the tasting, guides explain the proper rituals of enjoying brandy — from glassware to sipping technique. Naturally, the factory also houses a boutique offering the full range of ARARAT brandies.
Tours are conducted daily in Armenian, Russian, and English at designated times. Guests can choose their tasting package and reserve a visit via the official website.
For those curious to compare flavors or loyal to another Armenian brand, it’s just a short walk across the Hrazdan Bridge. There, directly opposite the ARARAT factory, stands its counterpart and friendly rival — the Yerevan Brandy-Wine-Vodka Factory “Noy.”
