A Forbidden Legacy Rooted in Persian Tradition (Image Credits: Pexels)
New York City – Four Iranian expats have transformed a clandestine spirit from their homeland into a legitimate craft product, distilling aragh sagi under the SAG brand amid ongoing conflict in Iran. This raisin-based liquor, long banned since the 1979 Islamic Revolution, now graces bars and stores across the city. Their effort preserves a piece of underground Persian culture while introducing Americans to its unique profile.[1][2]
A Forbidden Legacy Rooted in Persian Tradition
Aragh sagi traces its origins to ancient distillation practices in the Middle East, specifically as a variant known as aragh keshmesh, or distilled raisins. Commercialized in the 1960s by Iran’s Meikadeh company, it featured a beagle on the label, earning the nickname “distilled dog” or “dog sweat” in Farsi – where “sag” simply means dog. The spirit thrived in underground circles after alcohol became illegal following the revolution, produced in hidden home distilleries and shared at secret gatherings.[1]
Consumers savored it neat alongside meze platters of spicy dishes in festive settings. Classical Persian poetry often celebrated such drinks for evoking comfort and connection. Today, SAG honors this heritage openly, turning a symbol of defiance into a celebrated import.[1]
From Brooklyn Kitchens to Professional Distillation
The SAG story began with late-night conversations in a Brooklyn kitchen, where four friends – Amir, Sasan, Siavash, and Saman – reminisced about their youth in Iran. None had returned home in 14 years, missing not just the drink but the vibrant, illicit party scene fueled by home-brewed moonshine. Artists by trade, they channeled their creativity into reviving the recipe passed down through generations.[2]
Sasan took the lead on production, starting small for personal use. Friends raved, prompting the group to scale up. They source sun-dried Thompson seedless raisins from California – 7,000 pounds yield roughly 1,000 bottles – and distill in small batches at a Yonkers facility run by a Jewish-Moroccan couple experienced in similar fruit spirits. No shortcuts or additives compromise the purity; copper stills capture the essence of unaged brandy with a raisin twist.[2]
A Taste That Bridges Worlds
SAG delivers a smooth profile with subtle sweetness and gentle warmth that lingers. Bartenders compare it to an Iranian grappa or unaged brandy derived from raisins rather than grapes. Amir described it precisely: “Aragh sagi is like a smooth, Iranian version of Grappa… You can think of sag like an unaged brandy, but made with raisins.”[2]
Served neat or in cocktails, it pairs with Persian flavors like tarragon, dried fruit rolls, black lemon, pomegranate, or watermelon. The brand curates playlists via SAG Radio and collaborates with Iranian DJs, enhancing the sensory experience. This approach keeps the spirit tied to its countercultural roots.[1][2]
Gaining Traction in New York’s Bar Scene
New York mixologists embraced SAG for its storytelling potential. Creative spots like Superbueno and Berenjak NYC, a Persian restaurant offshoot, feature it prominently. Distribution now reaches over 50 bars across NYC and Los Angeles, with stores stocking bottles for home enthusiasts.[2]
The Iranian diaspora celebrates with it during Yalda and Nowruz festivals, reclaiming traditions suppressed at home. Amir noted the appeal: “We’re bringing a piece of memory of the Iranian drinking culture.” The founders prioritize venues open to heritage narratives, avoiding venture capital to maintain authenticity.[2]
- Superbueno: Highlights SAG in innovative mixes.
- Berenjak NYC: Integrates into Persian-inspired menus.
- Brooklyn Wine Exchange: Offers for retail purchase.
- Atlas Wine Merchants: Stocks alongside global spirits.
Preserving Culture Amid Turmoil
As war disrupts Iran – marked by U.S. and Israeli strikes since late February – these expats safeguard a fragment of normalcy. SAG embodies resilience, transforming prohibition’s outlaw into legal craft. The black-and-white label with a linocut dog head nods to the original beagle icon, blending nostalgia with modern artistry.[3]
Challenges persist: the artists juggle time between creative pursuits and business. Yet their philosophy endures. Sasan advised, “Trust your vision and do it slowly.” Saman quipped, “Don’t start a business. Just make art.” Amir emphasized quality: “Really put all your effort in creating a high quality product… make something that you would want for yourself.”[2]
SAG proves culture transcends borders, thriving through rituals and flavors. It invites newcomers to underground Iran’s spirit – legally.
Key Takeaways
- SAG revives aragh sagi using California raisins distilled in Yonkers.
- Four artist-founders preserve Persian party culture without compromises.
- Popular in NYC bars, it bridges diaspora traditions and American palates.
This forbidden spirit’s American debut underscores how exile fosters innovation. What do you think about SAG’s journey? Tell us in the comments.
