In Yerevan, I stayed in an apartment above a theatre. This poster tormented me every day , as I couldn't read Armenian. Given the scantily clad actors in the poster, I wondered - *Sex* and Whiskey? *Eroticism* and Whiskey? *Games* and Whiskey?
Over trial and error reading of Armenian names against English translations in museums and bus destinations, first I learned the third and fourth letters were 'o' and 't'; then the first letter was 's'. Then when I learned the last letter was 'sh' thanks to the Armenian chain of petrol stations known as "FLASH"/"ՖԼԱՇ", everything fell into place.
The only question this Irishman has is why, having gone to all the trouble of spelling whiskey with an 'e' (unlike those heathen Scots with their whisky!) did they use the bottle of a horrible overly sweet American fermented corn syrup brand like Jack Daniels to advertise their play? Bushmills bottles are just as easy to photoshop.