Reddit and Initialized Capital co-founder Alexis Ohanian has announced the launch of new brand of Armenian brandy, Shakmat.  

According to Ohanian, the first batch will contain 2400 bottles and be sold EUR 100 per bottle. A part of profits will be allocated to Armenia Tree Project, which has planted over 5.5 million trees all over Armenia.

“Shakmat 23 Year Old is a premium brandy originating from the birthplace of winemaking. It is an embodiment of Armenia’s two national treasures – Chess and brandy. The time has come for Armenian brandy to reclaim its rightful place on the World Spirits map,” emphasized Ohanian.

He visited Armenia with a team to find the right flavors for the new brandy.

“Shakmat (or shakhmat) is the Armenian word for chess. But our Shakmat is so much more than a game. It is a symbol; a symbol of life, persistence, patience, and wisdom of a people that do not fall, even when held in check,” concluded Ohanian.