SAG the forbidden spirit
Aragh sagi is a distilled spirit made from raisins which first originated in Iran. Though it has been banned for decades, it still thrives in underground circles. We created Sag to share this countercultural drink with the broader world, using the finest Californian raisins and distilled in small batches in Yonkers. Neat or mixed in a cocktail, Sag brings the taste of Iran’s underground to you, traveling from far away to bridge the distance between us.
Our story
In a distillery in Yonkers, New York a group of Iranian artists and friends are reviving an ancient Persian liquor: SAG — the forbidden spirit.
A variant of the raisin-based Aragh Keshmesh (meaning “distilled raisins”), SAG is a contemporary take on the Aragh Sagi, issued by the Meikadeh company in the 1960s. Taking its popular name (literally meaning “distilled dog” and sometimes plainly referred to as ‘dog sweat’) from the image of a beagle on the label, Aragh Sagi has — like all alcohol — been a stray dog in its home country since the Islamic revolution in 1979. Now exiled to illegalized home distilleries and consumed in hiding from the authorities, the history of Aragh Sagi is, however, also the history of a long middle eastern tradition of distillation and consumption of alcohol.
Rooted in ancient recipes and using the finest Californian raisins SAG was born in a kitchen in Brooklyn over late night talks reminiscing about the founders’ fond memories of a youth spent in Iran. Bridging culture and history, SAG offers a taste of their illegal underground parties and a music scene, where home brewed beer and moonshine flowed freely. The only American brand (and one of only three worldwide) SAG has quickly become popular within New York’s large Iranian diaspora when they gather to celebrate thousand-year-old festivals such as Yalda (winter solstice) and Nowruz (Persian new year, coinciding with spring equinox).
SAG’s smooth and subtle sweetness is balanced by a gentle warmth, creating a strong flavor that lingers on the tongue. In its home country Aragh Sagi is often consumed with meze, small spicy and flavorful dishes, in a convivial and festive environment. Exquisite tastes and a zesty atmosphere also pour into SAG’s specifically designed cocktails which pay tribute to the long culinary tradition of Iran. Blending the licorice-like taste of tarragon with the sour and palatable lavashak (dried fruit rolls), or the bitterness and tanginess of dried and black lemon with the sweetness of pomegranates or watermelon, SAG offers the senses a delicious trip to — for some — home, for others a new land.
Immortalized in classical Persian poetry and art, the consumption of alcohol has historically been praised for providing comfort, love and divine connection. A natural extension of the artistic endeavors of the founders who immigrated to the US to freely be able to express themselves through music and art, SAG is a fierce promoter of this past. With regular artist collaborations, a uniquely curated SAG Radio and — most recently — an event connecting a NYC audience with Iranian DJs, SAG is storytelling through the senses at its finest and a reminder that culture is not geographically specific. It breathes through the rituals that keep our memories alive.
