On October 12, Yerevan Brandy Company (YBC) presented a new package of its legendary brandy, which is Armenia’s symbol. Its brand, label and gift box were subjected to changes.

“ArArAt enters a new century, which will lead to gaining new achievements and promoting Armenia’s recognizability in the world,” YBC CEO Ara Grigoryan told a press conference in Yerevan. The new brand has a special logotype with secular bird image and Latin capital letter A symbolizing leadership. Grigoryan added that ArArAt is not going to be satisfied with the achieved, as there is always place for improvement.

Cyril Claquin, Pernod Ricard Marketing Director for Eastern Europe & Russia, said for his part that the development of the new package lasted for two years, during which Armenian and international experts were developing marketing goals. He noted that the renewed ArArAt is among the country’s symbols, it is based on Armenian legends, as well as historical and cultural heritage, which helped Armenia to revive.

Though $1mln was spent for marketing researches, with another $1mln invested in renewal of the technological equipment and production lines, YBC believes that the expenditures will be compensated.