Armenia’s Creative Business Environment Highlighted in Forbes Germany
For the first time, Armenia is firmly securing its place on the global luxury map, capturing the attention of international media. What once seemed unimaginable for years has now become reality thanks to Pogossian Luxury Brand House (“SPS Cigaronne” LLC). For the first time, our country is being recognized not only for its culture and history but also for luxury products created in Armenia – products that are now attracting the interest of international markets, royal families, and the world’s most influential publications.
“SPS Cigaronne” has long moved beyond the regional market and is steadily expanding its reach, export volumes, and competitive position on the international stage. The growing interest in the company’s brands is increasingly reflected in global media, where it is emerging as a competitive and reliable player in the luxury sector.
In November, the German-language edition of Forbes – published in Germany and Switzerland -featured an article about the company. The journalist highlighted the brands under the Pogossian Luxury Brand House umbrella, including Cigaronne, Jardins d’Arménie Royal Brandy, Godfather Vodka, and the LiveChef digital gastro platform.
In this respected publication, “SPS Cigaronne” is presented as a symbol of Armenian luxury production, innovation, and exceptional craftsmanship. The author also emphasizes the brand’s philosophy, vision, and core value system.
The headline chosen by Forbes Germany speaks for itself: “Cigaronne: Vanguard of Creativity & Innovation.”
The full article is available on forbes.at; what follows are the key excerpts and central takeaways.
“Armenia is stepping onto the global stage with a renewed sense of identity. Long known for its ancient churches, mountainous landscapes and enduring diaspora, the country is now capturing attention for its creativity, entrepreneurship and export-ready craftsmanship”, Forbes writes.
As the magazine notes, the “Made in Armenia” label is presenting the country in a new light. “With limited natural resources, many of the country’s most successful businesses are driven not by scale but by design, originality and niche global appeal. As the country shifts toward high-value exports & creative entrepreneurship, Cigaronne stands at the forefront of a national identity shaped by craft & ambition.”
”In this landscape, Cigaronne has emerged as one of Armenia’s most visible lifestyle brands. Known internationally for its precision-made luxury cigarettes, the company has evolved into a broader symbol of high-end Armenian production. Founded in 1999, Cigaronne has grown through a strategy focused on vertical integration, quality control and long-term thinking. Its broader significance lies in what it represents: an Armenian company that competes globally on its own terms.
From patented technologies to refined design and presentation, Cigaronne is part of a new generation of firms positioning Armenia as a source of originality and high standards.
With expansion continuing and new products in development, the company is focused on refining logistics, enhancing sustainability and applying emerging technologies across its operations. Yet its mission remains unchanged: to create, not just compete”.
Rather than competing in a declining mass-market segment, Cigaronne created its own category by introducing a new product culture and elevating consumer expectations. Today, its flagship luxury cigarettes are sold in more than 40 countries across Asia, the Middle East and Europe.
The article also features an interview with Armen Pogossian, co-owner of Cigaronne: “It’s always better to race to the top of the market than the bottom. That’s how you create something lasting.”
“From patented technologies to refined design and presentation, Cigaronne is part of a new generation of firms positioning Armenia as a source of originality and high standards.
This shift is increasingly reflected in Armenia՛s economic development model. Rather than pursuing volume-based exports, the country is finding traction in specialized segments, from boutique spirits and fine foods to software and high-tech manu-facturing. These sectors rely less on raw materials and more on human capital, design thinking and brand storytelling. In this context, companies like Cigaronne are helping shape international perceptions of what Armenia is and where it is going”.
Jardins d’Arménie
Jardins d’Armenie draws on Armenia’s winemaking heritage but introduces a new way to experience brandy through patented tasting cups, encouraging choices based on quality rather than image. Jardins d’Arménie’s -35-year-aged Royal brandy invites customers to taste before they buy.
The brandy blends ten spirits from Voskehat vineyards and matures in oak, then apricot wood, then oak again
Godfather
In his interview with Forbes Germany, Armen Pogossian notes: “Our product philosophy is about rethinking luxury.Godfather Vodka is one of our oldest brands. It was the first to use technology that reduces heavy metals and toxins, the same compounds often linked to hangovers. Dozens of experiments went into refining it. Both products reflect our identity: challenging the norm and delivering excellence”
LiveChef
Creativity also drives food service. LiveChef, headquartered in Yerevan, connects central kitchens to customers through livestream technology, letting them watch meals prepared in real time. The service goes beyond delivery by offering in-home dining experiences, from table setup to cleanup, with drone technology in testing. By combining transparency, culinary craft and digital access, LiveChef challenges an industry long tied to impersonal service.
“LiveChef brings fine dining to people’s homes and builds trust in ghost kitchens. Customers can watch their meals being prepared via kitchen cameras. Even if they don’t, our team monitors the process to ensure high standards. We also offer full table service, cleanup and on-site chefs. Many offer catering. We create an experience which is personal, high-end and memorable. It’s something everyone should try at least once”, Armen Pogossian notes in his interview.
“Though small and resource-limited, Armenians are known for craftsmanship and creativity. We shine in luxury not by volume, but by originality and quality. We succeed by being different and aiming high. I hope more Armenian brands earn global recognition and help position Armenia as a rising force in luxury,” Armen Pogossian says in his Forbes Germany interview.
Pogossian Luxury Brand House has brought together both tradition and modern technological solutions, while also giving new meaning and depth to Armenian high-end production through its exceptional luxury brands on a global scale. SPS Cigaronne delivers quality, originality, and innovation that meet the standards of the international luxury sector.
It is essential to note that Simon Pogossian is the founder of both SPS Cigaronne and Newline Brands Global. For more than 30 years, the Pogossian family has been dedicated to producing luxury-class goods through these companies. Today, the management of the company has been assumed by Simon Pogossian’s son, Armen Pogossian, who represents a new generation of global business leaders. The driving force behind the production has always been exceptional craftsmanship, innovation, and a commitment to excellence.
The company’s brand portfolio includes Cigaronne, Jardins d’Arménie 35-year Royal Brandy, Godfather Vodka, and the LiveChef digital gastro platform. The group now operates under the umbrella of Pogossian Luxury Brand House.