This new brandy blends tradition and innovation in a bottle designed for discerning palates. Founder Armen Pogossian joins us for a candid conversation on heritage, ambition and why the Principality was the natural place to begin.
Monaco has a new toast. Jardins d’Arménie, a luxury spirit introduced as the world’s first “Royal Brandy”, made its European debut with a glittering gala at the Hôtel Hermitage Monte-Carlo on 13 September, attended by H.S.H. Prince Albert II and the Ambassador of Armenia to France. The launch, staged in the Salle Belle Époque, paired fine gastronomy with Armenian music, dance and art, and concluded with an expert-led tasting by Bruno Scavo, former Head Sommelier of Monte-Carlo SBM.
Crafted from Voskehat grapes and matured first in oak, then in the house’s signature apricot-wood casks before a final return to oak, Jardins d’Arménie is designed for depth, elegance and remarkable length. Innovations include a patent-pending hermetic cap to protect aroma integrity and a set of dégustation cups supplied with each bottle.
Behind the brand is founder Armen Pogossian, 27, whose family has spent more than three decades creating high-end products through SPS Cigaronne and Newline Brands Global LLC. With Jardins d’Arménie, which is priced at €1,300 a bottle, he aims to unite ancestral Armenian craftsmanship with contemporary precision for a discerning international clientele.
In this interview, Pogossian discusses the meaning of “Royal Brandy”, why apricot wood matters, and how launching in the Principality signals his ambition to place Armenian excellence firmly on Europe’s map.
You embody a new wave of Armenian entrepreneurs in the luxury industry. How would you define your vision for showcasing Armenian heritage on the global stage?
My ambition is to reinterpret Armenian heritage through a modern lens of innovation and craftsmanship, making it relevant to today’s luxury audience. Armenia has long been recognized for its artistry and resilience. At Pogossian Luxury Brand House, we build on this legacy to transform tradition into contemporary excellence, positioning Armenia not just as the guardian of ancient culture, but as an emerging hub for global luxury.
What was the spark behind the creation of Jardins d’Arménie Royal Brandy, and how does it set itself apart from cognac or other brandies?
The idea was to craft something unmistakably Armenian, yet capable of standing shoulder to shoulder with the world’s finest. Jardins d’Arménie Royal Brandy is the very first “Royal Brandy.” Unlike cognac or traditional brandy, it’s produced from Voskehat grapes and aged through an exclusive sequence—oak, apricot wood, then oak again. This process creates a multi-layered profile of chocolate, vanilla, fruit, and nutty notes that root the spirit firmly in Armenian terroir.
At 27, you are already running a luxury brand and carrying forward your family’s entrepreneurial heritage. How do you see this responsibility, and what guides your approach?
In a family business, responsibility is about far more than financial success—it’s about building something lasting for future generations. I began working at 15, learning every stage from production to sales. That hands-on experience, combined with my international education, shaped me into a leader who values both tradition and innovation. For me, honoring the past means reimagining it for a global audience rather than preserving it unchanged.
The concept of “Royal Brandy” introduces elements such as apricot wood casks and a patented hermetic cap. Why are these innovations so essential to the spirit’s identity?
They are at the heart of what makes Jardins d’Arménie unique. The apricot wood casks bring a distinct Armenian touch with delicate fruit and spice notes found nowhere else. The hermetic cap guarantees freshness and authenticity, strengthening transparency and consumer trust in a sector often dominated by image. Together, they deliver not only refined flavors but also a new benchmark for integrity in luxury spirits.
The box and tasting set are strikingly refined. What was your intention behind such a precious presentation?
For me, luxury must carry meaning. The handcrafted case, sustainable materials, and patented tasting cups are designed to embody authenticity and respect. By allowing clients to taste before buying, we challenge industry norms—we want purchases to be driven by craftsmanship and flavor, not merely status. The presentation conveys both refinement and honesty, values that sit at the core of our house.
Where will Jardins d’Arménie be distributed in France and Monaco, and what are your ambitions for its international rollout?
Our world premiere took place in Monaco, where Prince Albert II was among the first to taste Jardins d’Arménie Royal Brandy—an honor that validated both its quality and our global ambitions. In France and Monaco, we will start with selective distribution in luxury venues, ensuring exclusivity. Long-term, we aim for the most demanding markets—Paris, London, Dubai, Tokyo—always with the ambition of positioning Armenia as a new reference in global luxury.
