Pernod Ricard puts $1.7 mln into re-branding Ararat cognac

MOSCOW. May 18 (Interfax) – France’s Pernod Ricard, which owns the
Yerevan Cognac Plant in Armenia, has invested more than $1.7 million
in the re-branding of ‘Ararat’ cognacs, the plant’s commercial director
announced at a Wednesday press conference in Moscow.

The re-branding has allowed the observance of “a balance between
traditional Armenian cognacs and packaging, which should meet the
requirements of the modern consumer,” he said. “We will be changing
packaging in the future depending on the requirements of the market,”
he said.

The re-launch of the Ararat brand will not be reflected in cognac
prices, except for products in the ‘super premium’ class like
‘Prazdnichny’ and ‘Nairi,’ he said.

Pernod Ricard Russia’s marketing director said at the press conference
that the re-branding was necessitated by the fact that many producers
have appeared on the market in recent years that have started to turn
out product in similar-appearing packaging. “The aim of this work was
confirming our leadership role on the cognac market, and emphasizing
the differences from [our] competitors,” he said.