Revival of the Legend

New packaging. ARARAT brandies produced by Yerevan Brandy Company embody the Legend itself, the spirit of Armenia, its cultural and historical heritage and the craftsmanship of the Armenian people.

ARARAT has been the symbol of a lifestyle for many generations, dating back to Imperial Russia. After 120 years, ARARAT is still the most famous and successful brand of Armenian brandy in the world.

The brand’s undisputed status and universal recognition (over 90% awareness) gave birth to the bold idea of creating new, elite packaging for the whole ARARAT range. In the spirit of a contemporary re-evaluation of classical forms, ARARAT is personified by an image that is both authentic and fresh, represented by three types of packaging. These assertive changes in the life of the brand eloquently speak to its status as the timeless leader of the Premium brandies category.

New Range. The new, more laconic ARARAT range includes seven brand names: ARARAT 3*, ARARAT 5*, Ani, Otborny, Akhtamar, Prazdnichny and Nairi. Each of these brands has its own legend and unique taste, as well as a special place in the well-defined structure of the range.

New Range Objectives. ARARAT is a contemporary brand with a rich history. It is represented by unique brandies known all over the world for their high standards of production. Today, ARARAT is developing its Premium and Super Premium qualities. Providing a fitting frame for an authentic drink, the new bottles’ elegant form, transparent glass, embossed ornaments, new labeling strategy, and gold finish reflect the image and elite positioning of ARARAT brandies.

While maintaining visual continuity, the new image also emphasizes ARARAT’s superiority and distinguishes it from other products in the category. The new packaging also clarifies the ARARAT range structure, represented by three types of packaging: Standard, Premium and Super Premium.