AzerNews Weekly, Azerbaijan
Dec 30 2009

Armenia, Georgia and Azerbaijan to create a joint brand – report
30-12-2009 05:42:20

Armenia, Georgia and Azerbaijan will create a joint "Caucasian
bouquet" brand name, according to Armenia Today.
New wines under this name will appear in stores as early as next year.
Artoush Lazarian, executive director of the Gumri Development Fund,
head of Armenian office of the Caucasian Business and Development
Network, said in his interview to Business Express that the project
under financial assistance of British International Alert and the US
Embassy in Armenia is being implemented within the framework of the
Business and conflict program. The direct executors of the project in
Armenia are the Gumri Development Fund and the Armenian office of the
Caucasus Business and Development Network.
According to Lazarian, the purpose of the project is to show that
the South Caucasus is not simply a geographical area and not just a
territory of conflict, but it is also a single economic space, where
successful cooperation is quite possible. The project involved six
wineries and companies from Armenia and Georgia and five from
Azerbaijan. 17 items of different brands of white and red wines
represented by Armenia, 13 brands of Georgian winemakers and 9 brands
from Azerbaijan have been selected in the result.
"Specialists from Italy, Britain, Turkey and other countries were
invited as experts. Although the Turkish wines are not included in the
"Caucasian bouquet", Turks are full participants in the project. The
Turkish side is ready to assist in the further promotion of a new
brand in overseas markets and I admit that this step is valuable. The
expert and tasting phases of the project has completed and the wines
are selected. Now designers are busy developing labels and packaging,
creating posters and promotional leaflets. At the beginning of the
next year there is a plan to launch a series of events to be held in
the capitals of all three participating countries, as well as in
Turkey. Presentations and promotions are planned in some European
countries", said Lazarian.
However, there are still some problems. `I think there will be no
problems with the sale of Azerbaijani wines in Yerevan. But I wonder
whether Azerbaijanis would want to invite our winemakers to their
country. The fact is that, as far as I know, this country has a law
under which they are prohibited advertising and selling Armenian
goods. But the idea of Caucasian bouquet becomes senseless without
participation of the production and representatives of one of the
parties involved into the project. Therefore, we have prepared a
letter to the Prime Minister of Azerbaijan for permission for
participation of Armenian wines and winemakers in presentation events
in Baku. I hope that the Azerbaijani authorities will treat this with
understanding’, said Lazarian. *