YEREVAN (Noyan Tapan)–The new labeling of Armenian brandies bears great strategic importance and should help promote the increase sale of Armenian brandy on CIS markets. A lot of revenue was lost due to the Russian crisis last year–president of the Yerevan Brandy Company Pierre Larretche said at the presentation of new trade marks and labels.
Among 8 brand names put up for the presentation were "Ararat" (3-5 stars)–"Ani"–"Otborny"–"Akhtamar"–"Vaspourakan" and "Nairi" brandies. It was noted that when developing new labels peculiarities of casual and fine brandies–as well as color combinations and labeling which had been used previously were taken into account.
Developing the new labels cost $80,000. Larretche also noted that to date the company has invested 5 million US dollars.
In the first half of the year–the company produced about 4 million liters of brandy–of which only 10% have been sold. Larretche attributed the low sales volume not only to the Russian crisis–but also to the presence of false brandy in great volumes. New labels are called upon to provide maximum security of production and guarantee the high quality of brandy.