“Genuinely yours” new communication platform of ARARAT is a new chapter in the history of the brand․  ARARAT continues its strengthening in all the markets and stays focused on the most effective channels of communication with its consumers. Today ARARAT turns yet another page of its history to tell the story about the most important.

Mastery, generosity, passion, authenticity – the traditional values of the brand find their bright embodiment in the new communication platform to remind about the most important – true and genuine feelings and emotions.

Since 1887 the masters of ARARAT have been passing on their knowledge, experience and traditions and charging them with sincere love and genuine emotions. This very facet of ARARAT was echoing in the decades to meet the appreciation of consumers, who shared with the brand the warmest moments of human connection. Since 1887 the masters of ARARAT are crafting emotions in each of the production processes, today the “ARARAT. Genuinely Yours” campaign is sharing that with you.

New communication platform is developed for ARARAT Star, Premium and Super Premium ranges. All the visuals of the campaign are united with the inner dramaturgy, which is built on compositional duality. In each image ARARAT Armenian Brandy becomes the cross point of the two essences of the brand – the product itself and the emotions it bears. ARARAT underlines the concept of genuine as a notion which unites the Moment of ARARAT creation with the Moment of its consumption. In this concept of genuineness the century old heritage of ARARAT meets the warmest moments of our life, which we always accompany with a glass of ARARAT.  

Thus, the ARARAT Star Range is presented in the campaign with the special stress on Armenian grape as the very basis of genuine Armenian brandy. Grape here is visualized in a very textured manner and enriched with the ray of light to remind us about the triumph and generosity of the nature, which extends the priceless opportunity to ARARAT masters to create the legendary Armenian brandy. The image is accompanied with the line “Since 1887 We Serve the Sun to You” inviting the connoisseurs of Armenian Brandy to share the warmth with closers.

Premium range which unites ARARAT Ani and ARARAT Akhtamar brandies is presented through the process of distillation which is one of the most important stages of the brandy creation. Paying a tribute to the skillful distillation, which among other factors historically was the starting point of the brandy production in Armenia, the image visualizes a part of a distillation alambic in the focus of intense color play, which creates a great effect of emotional involvement.  

ARARAT super premium range which is comprised of ARARAT Vaspurakan, ARARAT Dvin and ARARAT Nairi brandies metaphorically tells the story of the longest stage of the brandy creation process – ageing. According to the creative team’s approach ARARAT Nairi brandy is presented in the center of an oak tree disk․ This composition rises in our visual memory one of the most important aspects of the genuine brandy – process of ageing, which must be done exclusively in the oak barrels.    

Very realistic visualization of an old oak piece with some natural cracks on it conveys the sense of steadfastness, confidence and long-lasting ageing, each year of which keeps the genuine mastery and sincere passion. All these let the masters of ARARAT create the history of ARARAT.     

«ARARAT is always ready for innovative solutions. Thus, in 2021, we introduced new stylistic elements into the brand’s communication, a revolutionary step at the time, which later became a trend. Today, we have faced another goal. ARARAT is a brand with a rich history, unique traditions, and unmatched quality. We have to talk about those values in more than 50 markets of ARARAT. We have to tell that ARARAT is worthy to share the warmest moments we spend with our close ones. With this new campaign we would like to unite all our consumers with something very important. The communication platform “ARARAT. Genuinely Yours” is a new chapter in the history of the brand, which illuminates the most important, the most genuine, the most authentic – warm human emotions. Those emotions are integral part of the most precious in our life – love, mastery, care, empathy, relationships”, underlines Anush Hambardzumyan, Sales and Marketing Director of Yerevan Brandy Company.