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Former president and director general of Yerevan Brandy Company (YBC) Pierre Larretche has passed away in France at the age of 74. He took charge of the company after Pernod Ricard purchased it and managed YBC until 2004.
Former Prime Minister of Armenia Hrant Bagratyan has stated that Pierre Larretche has been “an exceptional friend to Armenia and Artsakh”.
Pierre Larretche in 1998 with the World Cup won by French National Football Team
“Under his management, YBC made the great decision on the standard of Armenian brandy. We rejected the Soviet standard and established our own, according to which only the beverage made from Armenian grapes and bottled in Armenia can be considered Armenian brandy,” said Bagratyan. He also noted that at the initiative of Pierre Larretche YBC became one of the first employers in Armenia to introduce medical insurance for all employees.
Former Minister of Economy of Armenia Karen Chshmarityan has noted that it was Pierre Larretche’s idea to use the grape grown in Artsakh in the production of Armenian brandy.
The materials in Mediamax’s archive show that Mr Larretche consistently raised issues of importance for the future of Armenian brandy.
In March 2003, he voiced concerns about the frost-related damage to the major part of vineyards in Ararat plain during the meeting with Armenian Minister of Agriculture David Zadoyan. Mr Larretche highlighted the importance of urgent assistance to the farmers for preventing the chopping down of the damaged vines.
Pierre Larretche in 2016
In August 2003 Pierre Larretche urged Prime Minister of Armenia Andranik Margaryan to take measures required for preventing the use of imported spirits “of unauthorized quality and origin in Armenian brandy production”.
In September of the same year, Mr Larretche called on Armenian farmers and foreign investors to plant new vineyards in Armenia. He noted that procurement prices and YBC’s commitment to long-term contracts with the farmers gave significant stimulus for foundation of new vineyards.
Speaking at a press conference in June 2004, when his resignation was announced, Pierre Larretche noted that “the new management of YBC has dispersed the concerns that Armenian politicians and the society had after Pernod Ricard purchased the company”.
Pierre Larretche
Mediamax offers sincere condolences to the family and friends of Pierre Larretche.
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