Continuing with its rich legacy, ARARAT opens another chapter in the centuries-old history of Armenian cognac-making, introducing new bottles and packaging of legendary cognac.

The new ARARAT line is the most global and bright visualization of the brand in the last ten years. This new chapter sets the brand on a new level of international positioning aimed at conquering and strengthening the status the global “Premium +” brandy category, engaging new generations’ consumers.

It is an evolutionary event in the brand’s life with a fundamental study of new trends in the international market behind it, consumer insights and most importantly, the understanding of moments of consumption. This impressive result of several years of work by an international team of specialists is intended to further strengthen ARARAT’s position in traditional markets, as well as to take a strong position in relatively new markets, such as the US and China.

Maintaining its authenticity in the centuries-old fidelity to the recipe of blending, as well as masterfully converting unique traditions to the universal values in its innovative products, the legendary ARARAT brandy in its new packaging appeals to the important components of the brand, highlighting the image of the biblical mountain and the ARARAT logo, which represents the unity of the Phoenix and the Latin letter ‘A’.

Refracting authenticity in a new way, the new packaging of this legendary brandy makes it more interesting and attractive for classical ARARAT fans as well as for new consumers all over the world, exhibiting its readiness to reveal modern facets of true mastery, the bountiful nature and cherished traditions.

Authenticity and Innovation of the ARARAT line

Since 1887 onwards and throughout the centuries, the creation of ARARAT’s brandy begins with the selection of Armenian grapes from the richly sunlit Ararat Valley, accompanied by the virtuosity of craftsmen and the love that crowns each stages of the production. This magic behind-the-scenes making is enshrined in a number of visual-tactile solutions.

For example, Mount Ararat is embossed into the bottles’ bases of ARARAT 3* and ARARAT 5* blends. This magnificent symbol of rebirth and new life also occupies a central position on almost every label. In addition, the values and history of ARARAT are visually broadcast in the ornamental decoration of the bottles.

The new line’s exceptionality provides a non-traditional color contrast: the use of a classical color palette in combination with a white segment on labels.

At the same time, all samples of the new line are also decorated with a distinctive sign of the legendary Armenian cognac – the brand-symbol of ARARAT – the Phoenix, which in world culture and as well as in Armenian cultural and artistic heritage is a symbol of eternal revival and rebirth contrary to the most difficult circumstances.

Packaging changes are also intended to please lovers of the premium segment of ARARAT brandies, as it will be the place of the new blending – Ani 7 years old. At the same time, the famous brandy ARARAT Otborniy will soon take its historically well-deserved place in the vintage line of ARARAT.

Note that the packaging of the ARARAT ultra-premium line, launched relatively recently, has not changed.