World Monitor Magazine, Business and Investments WM_march 2019_web | Page 51

Life style
Creating ARARAT brandy starts with the
careful cultivation of vineyards in Ararat
Valley, which is flooded with generous
Armenian sunshine 300 days a year.
To get grape juice, experts from Yerevan
Brandy Company use pneumatic presses
designed for producing expensive
sparkling wines: only a delicate press,
which does not damage the seeds or
skin, helps to retain the exquisite aroma
of the Armenian grape. After pressing,
natural fermentation produces high-
quality white wine, which is necessary
for further distillation of the brandy.
Blending is the culmination of brandy
making, it is the most creative and
responsible process in the whole
chain relying on inspiration and true
craftsmanship.
Blending is almost an art form. When
combining spirits of different ages and
different grape varieties into a single
composition, the master blender has
to work with a complex range of tastes
and aromas.
ARARAT’s relationship with the arts
goes back many years.
After distillation, the brandy undergoes
a long and secret process of ageing in
oak casks. The great Konstantin Stanislavsky
said: "Theatre is the art of reflecting
life." Therefore, of all types of art, it
is the theatre, the most dynamic and
emotional, that plays a main role in the
activities of ARARAT.
It is thanks to the special structure of
the Caucasian oak that the alcohol for
the future ARARAT brandies acquires a
unique character with clear tones of dry
fruit, herbs, vanilla and chocolate. ARARAT glorifies the values that are the
most striking features of the Armenian
people and which are so relevant
and understandable for everyone –
generosity, love, craftsmanship, triumph.
Converting wine into brandy is a complex
and delicate process of distillation.
The world of theatre, for the viewer and
actor, is revealed in different ways. For
some, the theatre opens from a place in
the ground or an amphitheater, others
from the stage. But sometimes we,
the spectators, want to switch places
with the actors and become part of the
performance.
Pushing past boundaries of theatre,
ARARAT together with the modern
theatre ARTISHOCK created a unique
project called ARARAT Gostinaya. The
performance allows the viewer to
become a guest of generous owners at
their table in their home, and ARARAT,
the embodiment of Armenia, bright,
colorful and passionate, adds just the
right finishing touch to any table. This
is not just brandy – it is part of the
historical and cultural heritage that
binds entire nations together, because
this is the traditional companion of
all friendly and family meetings. The
ARARAT Gostinaya will open its doors
to spectators at the end of February
2019 on the large stage of ARTISHOK
Theatre in Almaty.
supported by EUROBAK
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