Jardins d’Arménie Joins the Monte-Carlo Television Festival as Crystal Partner

Armen Pogossian, Owner of Pogossian Luxury Brand House –  Image above and below all rights Festival TV.
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​Monte-Carlo, The Principality of MONACO — Pogossian Luxury Brand House has stepped into a new chapter of its presence in the Principality, joining the 2026 Monte-Carlo Television Festival as a Crystal Partner through its flagship spirit, Jardins d’Arménie – Royal Brandy. The partnership, announced ahead of the Festival’s 12-16 June run, marks a significant milestone for the Armenian heritage brand as it continues to build its footprint among Monaco’s collectors, connoisseurs and hospitality circles.

Owned by Armen Pogossian, Jardins d’Arménie is built on centuries of Armenian winemaking tradition. Crafted from Voskehat grapes and matured for over 35 years through a distinctive multi-stage aging process, the brandy is positioned less as a product launch and more as a meditation on time, transmission and craftsmanship — values the brand sees mirrored in the Festival’s own celebration of storytelling. 
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The collaboration, allows the house to support an event built around artistic expression while continuing to grow its footprint in the Principality and introduce Armenia’s heritage to a global audience. - Armen Pogossian

For Pogossian, the alignment with the Television Festival is rooted in shared philosophy rather than simple visibility. Armen Pogossian described Monaco as a place where culture, creativity and international perspectives have long converged, calling the Festival partnership a natural extension of the values driving Jardins d’Arménie.

Levon Aronian, the celebrated chess grand master and brand ambassador and Armen Pogossian, Owner of Pogossian Luxury Brand House. All images above Camille Dufosse.
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The timing is no coincidence. The Festival partnership lands alongside a new distribution milestone in Monaco: Jardins d’Arménie is now available through Grands Chais Monégasques (GCM), a move designed to formalize relationships with the kind of clientele — collectors, sommeliers, hospitality professionals — who respond to authenticity over volume. Adding a layer of cultural resonance to the announcement is Levon Aronian, the celebrated chess grand master and brand ambassador, who will join Pogossian in Monaco during the Festival. Aronian’s presence is framed as more than ceremonial: his reputation for discipline and intellectual rigor is positioned as a living embodiment of the brand’s own values, and an extension of Jardins d’Arménie’s broader mission to spotlight Armenian talent on an international stage.

​To mark the occasion, the brand will host an intimate gathering during the Festival, bringing together media, partners and invited guests for a tasting experience alongside conversation with both Pogossian and Aronian — a format that favors discovery over spectacle, in keeping with the brand’s understated luxury positioning. 

​Founded in 1992, Pogossian Luxury Brand House now operates across more than 50 countries, with Jardins d’Arménie representing the family’s continued investment in craftsmanship-led, heritage-driven luxury. The Royal Brandy is currently available through select channels across Europe.

FORMULA 1 LOUIS VUITTON GRAND PRIX DE MONACO 2026