Pernod Ricard Rouss: Akhtamar

This campaign for ARARAT helped to differentiate the Armenian brandy brand from rivals by drawing on its cultural heritage, winning a silver award at the 2010 Euro Effies.

Pernod Ricard Rouss: Akhtamar

After vodka, brandy is the most popular spirit in Russia, with Armenian brandies holding pride of place. ARARAT leads the segment with a market share of 20%. During the Soviet era, ARARAT was probably the only product that we would now acknowledge as a premium brand. Even today, it is the most recognized symbol of Armenia in Russia and Eastern Europe.

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...

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