Yerevan Brandy Company spends $2 million on redesigning famous ArArAt brandy
12.10.2010,
22:59
The French-owned Yerevan Brandy Company (YBC) has spent about $2 million on redesigning the package of its famous ArArAt brandy, YBC chief executive director Ara Grigorian told a news conference today.
YEREVAN, October 12, /ARKA/. The French-owned Yerevan Brandy Company (YBC) has spent about $2 million on redesigning the package of its famous ArArAt brandy, YBC chief executive director Ara Grigorian told a news conference today.
He said $1 million was spent on technical re-equipment of production lines and as much on marketing. In his words, it was not clear when these expenses will pay back. He also shrugged off fears that the redesign will increase prices of three- and five-star brandies for local consumers, but added that brandies of ‘higher categories’ will become a little more expensive.
“The redesign has set out a new era for ArArAt brandy. The changed design will make the Armenian brandy more recognizable at the global markets,’ he said. The new design of the brandy was developed by a team of specialists from Russia, France and Italy.
The cork of the bottle depicts a capital letter A and a Phoenix bird symbolizing Mount Ararat and the revival of the Armenian people. The bottles will visualize different Armenian legends, cross-stones and ornaments. According to Ara Grigorian, the work took almost 2 years. He said the company will launch a marketing campaign in late October.
The YBC was established in 1887 and C was modernized in 1953. In June 1998, the company was privatized by French Pernod Ricard, the world's second leading supplier of high-class spirits and wine brands at 430 million.($1-361.52 Drams). -0-
He said $1 million was spent on technical re-equipment of production lines and as much on marketing. In his words, it was not clear when these expenses will pay back. He also shrugged off fears that the redesign will increase prices of three- and five-star brandies for local consumers, but added that brandies of ‘higher categories’ will become a little more expensive.
“The redesign has set out a new era for ArArAt brandy. The changed design will make the Armenian brandy more recognizable at the global markets,’ he said. The new design of the brandy was developed by a team of specialists from Russia, France and Italy.
The cork of the bottle depicts a capital letter A and a Phoenix bird symbolizing Mount Ararat and the revival of the Armenian people. The bottles will visualize different Armenian legends, cross-stones and ornaments. According to Ara Grigorian, the work took almost 2 years. He said the company will launch a marketing campaign in late October.
The YBC was established in 1887 and C was modernized in 1953. In June 1998, the company was privatized by French Pernod Ricard, the world's second leading supplier of high-class spirits and wine brands at 430 million.($1-361.52 Drams). -0-
