Armen Pogossian, owner of Pogossian Luxury Brand House, positioned the partnership as a deliberate move to anchor his flagship brandy within the principality’s cultural landscape. Throughout the festival, he hosted industry leaders and media representatives to discuss the brand's production philosophy, which relies on 35-year maturation cycles and the indigenous Voskehat grape.

The brand’s presence was bolstered by the arrival of chess grandmaster Levon Aronian, who serves as the house ambassador. Aronian, a figure synonymous with discipline, drew parallels between the strategic nature of chess and the patience required for high-end spirit production. His appearance alongside stars like Jeffrey Dean Morgan and Dame Kristin Scott Thomas underscored the brand's intent to move beyond niche markets and into the consciousness of international tastemakers. This expansion aligns with a new distribution agreement with Grands Chais Monégasques, signaling a long-term play for the brand within Monaco’s competitive hospitality sector.