Ararat: The Legend of Akhtamar

Credits & Description:

SUMMARY



Since 1989, pretender and counterfeit 'Armenian' brandies emerged, significantly damaging Russian consumer confidence in Armenian Brandy and the ARARAT brand. In addition, ARARAT faced negative associations with Soviet times, so its modern, premium associations began to fade. To reaffirm its position and clearly differentiate itself from pretender and generic Armenian Brandies, ARARAT developed a new Brand Platform: 'Engaging and Inspiring Legends for Today'.