Armenian brandy represents exceptional quality and value. Surprisingly, one of the largest retailers of Armenian brandy in the world is located in Glendale, California. Remedy Liquor caters to the Armenian community in Southern California and has leveraged that position into the largest online retailer of Armenian brandy in the world.
Today I spoke with Harout Kurazya, the General Manager of Remedy Liquor. Armenian by birth and now a naturalized American citizen, he is one of the ranking experts in the world on Armenian brandy.
JM: Remedy Liquor is far and away the biggest retailer of Armenian brandy in the US. Besides the obvious Armenian connection, how did you come to find yourself in this position?
HK: It’s such an honor for me to be part of Remedy Liquor. In addition to having the largest selection of Armenian brandies here in the United States, Remedy Liquor also represents brands from all over the world. Our store is ranked among the top 5 in the nation. We are strongly supportive of the Armenian brandy category both domestically and worldwide.
Our online operation, RemedyLiquor.com, is among the most well-known online shops of fine wine and spirits around the world. We sell a range of specialty spirits, not just Armenian brandy, all over the world. We believe we are the single largest reseller of Armenian brandy outside Armenia.
In a short period of time Remedy was able to find the most successful business model to deliver the best customer service, selection and pricing to its customers. Throughout years of operation, we were able to overcome many significant challenges and to build our reputation and trust within the local community and elsewhere around the world.
JM: How many different brandy companies are operating in Armenia and how many of those are being distributed in the US? Is the availability of Armenian brandy in the US increasing?
HK: Armenia is one of the largest brandy manufacturers in the world, despite the size of the country and population. Last year Armenia produced over 25 million liters of brandy. Cognac, by comparison, produced around 140 million liters. Armenians have been distilling wine into brandy since the 12-13th centuries, and the production of brandy in Armenia predated alcohol distillation in other countries by several centuries.
It’s estimated that there are around 50 different producers of brandy in Armenia. Distribution in the United States, Europe and elsewhere in the world has increased significantly in recent years. There are 50+ different expressions available in the US market from around 20 producers and it’s growing. There are still many more smaller brands available in Armenia that do not have distribution here in the US market. Many of the larger companies have multiple brands of Armenian brandy that they offer.
JM: How well known is Armenian brandy in the US? Is it mostly the Armenian community that consumes it or do you see interest among others as well?
HK: The majority of consumers are still Armenian. We’re located in the heart of Glendale, the center of a vast community of Armenian-Americans living here and in the surrounding areas. Compared to previous years, I do see a steady increase of demand among both Armenians and non-Armenians. Armenian brandy represents excellent quality and value that is steadily being discovered by American consumers.
JM: What is the demand for Armenian brandy in the US like: growing, stable or declining?
HK: In comparison to previous years, the demand is growing. Also, the quality of production in Armenia has been improving despite the many difficulties the country has suffered from over the last three decades. I can clearly see the rebirth of Armenian brandy. The future is promising. I am certain that someday Armenia will be internationally recognized and appreciated as one of the leaders of brandy production in the world.
JM: How would you distinguish Cognac from Armenian brandy? How are they different in your opinion?
HK: You know in many markets, especially in Russia, Armenian brandy is sold as Armenian Cognac. In 1900 at the Universal Expo of Paris, an Armenian brandy was awarded a Grand-Prix as the best brandy in a blind judging. The judges were so impressed that they allowed the company to sell its product in France as Armenian Cognac. Permission, however, was revoked after the end of WW II.
Both Cognac and Armenian Brandy are distilled in a comparable fashion, using a Charentais still. They are double distilled and matured in oak casks. However, there are notable differences in taste, in part because of distinctive grape varieties that are only grown in Armenia; the impact of weather, the soil and the water. Armenia’s brandy producing region is sunnier, drier and warmer than many other brandy producing regions, including France and Spain.
Also, in my opinion, the oak barrels that Armenian producers use for maturation have significant impact on the taste. Barrels are mainly made from Caucasian oak, a white oak variety that is unique to Armenia and the surrounding Caucasus. These trees grow exceptionally well in Armenia. During the aging process, they pass their unique flavors and characteristics to the brandies we consume today.
Each cask is carefully selected, and some distilleries use trees that are 100+ years old. Armenians have appreciated grapes since ancient times. It’s widely believed that the grape vine was first domesticated in this region. Armenia’s unique geology and geography makes Armenian brandy unique in taste and a one of a kind sipping spirit that the rest of the world is rapidly acknowledging.
JM: How do you think the aroma and flavor of Armenian brandy compares to that of Cognac or other brandies?
HK: Armenian brandy is characterized by flavors of dried fruit, dried herbs, as well as vanilla and chocolate notes. Cognac’s style can vary from very light and delicate spirits from the Borderies appellation to much heavier style from Grand Champagne; what sometimes are referred to as cigar Cognacs. Armenian brandies are more akin to that heavier, well-aged style of Cognac than they are to the lighter expressions.
They share the same emphasis on dried fruit that is typical of sherry cask matured Spanish brandies but are usually less sweet. In many ways Armenian brandies epitomize the best of the heavier style of well-aged French Cognac along with the fruitier style of Spanish brandy.
JM: What Armenian brandy would you recommend to someone interested in exploring this category?
HK: For someone wanting to explore the world of Armenian brandy, I would recommend Ararat, Noy, Kilikia or Mane. Any of these four would be a great start.
For someone completely new to Cognac or Armenian brandy – I would recommend starting with younger maturities such as the 5 YO or 7 YO. For someone who is already knowledgeable about brandy, I would start witha 10 YO expression or older. All of these Armenian brandies would retail in the US for between $30 and $50 dollars. So, an American customer has a wide range of selection starting from $30 dollars to expensive and higher quality Armenian brandies.
JM: What do you think are the top 10 values for money Armenian brandies available in the US?
HK: All of the following recommendations are available in the US. We carry all of them, as do some of the other specialist liquor retailers around the country. These are all 750 ml bottles. Vintage selections are rare among Armenian brandy producers. Most expressions will carry an age statement.
A comparably aged French Cognac would easily run you three or four times as much.
Ararat, 20 YO, $74.99
Noy, 20 YO, $62.99
Mane, 30 YO, $179.99
Kilikia 10 YO, $33.99
Tigran Great 20 YO, $84.99
Madatoff, 10 YO, $27.99
Ijevan Nemrut, 20 YO, $69.99
Charents, 20 YO, $89.99
St Grigor, 18 YO, $54.99
Bouquet of Armenia, 40 YO, $197.99
Thank you. Cheers!
