The Master of Taste and AromaInterview with Philippe Thibaud, the Master Blender of the Yerevan Brandy Company

The Parisian Perfumer An exclusive interview with Francis Kurkdjian, one of the most talented contemporary perfumers

Yerevan–Moscow–Kiev Launch of ArArAt new range

04 05 10

Publisher: Pernod Ricard Eastern EuropeManaging Director: Eric Laborde ◆ Marketing Director: Cyril Claquin ◆ Editorial Director: Karine Madelrieu ◆ Editor-In-Chief: Maria Soboleva ◆ Project Manager: Ksenia Ostrovskaya

Creative & Commercial Management by MEDIACRAT • www.mediacrat.comPrint run 500 copies ◆ Corporate advertorial publication

Initiated by Pernod Ricard Eastern Europe & Yerevan Brandy Company

— Les Embiez Special Edition 2011 —

— Ararat Today —

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Eric Laborde, Managing Director, Pernod Ricard Eastern Europe & Russia

Today ArArAt is embodied in a new, vibrant and relevant form. Changes have been introduced to the shape of the bottles and caps, as well as the appearance of labels. The

packaging, created in 2010, accentuates the premium status of the spirit and reinforces the perception of ArArAt

as an authentic Armenian brandy

Legend Today is a dynamic illustration of ArArAt: a unique way to talk about our legendary brandy and its origins, Armenia, through exclusive interviews with people involved in the process of the brandy production, or inspired by Armenia for the creation of unique collection. Legend Today gives a voice to contemporary artists who have their own understanding of ArArAt, who speak about it passionately. Among them are celebrities who draw inspiration from their Armenian roots and Armenia.ArArAt has a great ability to bring together such famous people as the French perfumer Francis Kurkdjian or the painter Garen Bedrossian from Canada, who get inspiration from our product to launch new innovative projects.In 2010, ArArAt has experienced a major turning point in its history: a complete renewal of its range. A new bottle, new packaging, new brand symbol – all these innovations inscribe a new chapter in the brand history, enabling it to become the symbol of the highest quality in the brandy category. Today, ArArAt possesses all the attributes of an international brand and can be a worldwide success based on its know-how, heritage and contemporary approach. This special edition will bring a part of the taste of ArArAt and Armenia to the island of Les Embiez and to you.

– According to Pernod Ricard portfolio segmentation, ArArAt is included in the key local brands category. What is the real role of this local brand in the strategy of Pernod Ricard as a whole and the one of Pernod Ricard Eastern Europe more specifically? – ArArAt is a typical illustration of the critical role that a strong and established local brand can play to accelerate the development of Pernod Ricard strategic brands. Indeed, this authentic brand, proud of its Armenian roots, has offered to Pernod Ricard Eastern Europe the critical mass which was absolutely required to very rapidly provide a national coverage to our strategic brands. At the same time it is a very attractive brand for our trade partners both in terms of value and profit growth. Today, 13 years after the acquisition of YBC, we do recognize that ArArAt has, without any doubt, largely contributed to establish PREE as the leader on the Western Style Spirit Market in Eastern Europe. I would like to add that ArArAt is also pretty well aligned with the premiumization strategy of the Group. Indeed, while the RSP of its entry product (ArArAt 3 yo) is on parity with a standard whisky’s price, the premium and super premium versions (i.e. Akhtamar 10 yo and Nairi 20 yo) are offering RSP competing respectively with premium and super premium whiskies. The recent launch of the new range, which is deemed to enhance further the premiumness of ArArAt, is simply reflecting our ambition to be the indisputable leader in the premium brandy category. – ArArAt seems to be an exceptional brand through its history, heritage and rich range but also by its quality and status. What makes ArArAt so unique? – Quality is all about balance between respect for ancestral traditions and modern technology. Indeed, while on the one hand, ArArAt keeps its authenticity, product characteristics and a unique Armenian typical taste, the product making of ArArAt has successfully integrated a set of international and standardized requirements in terms of quality management system, obtaining ISO certifications while still making 100% of its oak barrels on site. Beside its outstanding taste, ArArAt has a unique status that only a few brands can be proud of: to be the symbol and the pride of a whole Nation. To illustrate this, we are proud to announce that the President of Armenia has invited Yerevan Brandy Company to develop a limited edition to celebrate the 20th Anniversary of the Independence of Armenia. By doing so, the President Serzh Sargsyan highlights further the ultimate quality of ArArAt while providing the whole exposure such a wonderful and unique brand deserves. So, thanks to the continuous efforts performed over the past few years, we believe at YBC that ArArAt has now all the successful ingredients to fit within the portfolio of Pernod Ricard Group and address the growing brandy demand, especially in new emerging markets. – In this Special Edition we integrate a few articles about “The Taste”. From your point of view, what is the taste of Armenia? – Armenia is just an amazing country, generous and colorful, where people respect traditions and keep legends. I am really impressed with its warmth, cordiality and nature which is rich and generous and combined with the passion of our employees gives you the most tasteful brandy in the world!

Being the symbol

The Legend that inspires

Editorial by Karine Madelrieu,ArArAt Brand Director

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— Ararat Today —

les embiez special edition 2011

New logo, stylish bottles with relief decoration – all of this was part of ArArAt’s large-scale re-launch project

Ara Grigoryan, Managing Director, Yerevan Brandy Company

The Presidents of Russia and Armenia, Dmitry Medvedev and Serzh Sargsyan, and Ara Grigoryan

Pernod Ricard has regenerated the packaging for the entire range of legendary Armenian brandy ArArAt. The design change has given the brand even more of a premium look. Managing Director of the Yerevan Brandy Company Ara Grigoryan talks about the large-scale restyling project. – Your project was really ambitious – a complete re-launch of the packaging of a whole brand on the alcohol market is rather rare. – We decided to take this risk – we came back to life after the crisis with a new image, new facing and most importantly, with absolute certainty in our strength. From the concept development stage up to the launch of the first batch took less than two years. In just one week, sales in Armenia grew by 30% compared to the previous, and the first batch wasn’t even beefed up with gift packaging! Of course there was a novelty effect, but even us, we didn’t expect such a result. – The design is definitely more masculine and high-status. Is the company happy with the results? – There’s no limit to perfection. Personally, I think we’ve achieved what we intended. The image has become more contemporary. ArArAt now looks like a 21st century brand should. The new shapes have made the bottles more attractive, plastic corks have replaced natural corks, and the heavy bases of the bottles are encircled by the ornaments found in ancient Armenian churches. Nobody wanted to change dramatically the image of ArArAt which should be permanently associated with Armenia. – After the re-launch it wasn’t just the shape that changed, but the liquid as well – several types of brandy were brought under one percentage. – Let’s be honest – 50% Dvin or 57% Yerevan, which were specially produced for polar explorers and residents in the Soviet Arctic – that’s one thing. But it never made any sense that our three-star brandy was 40%, and the five-star was 42%. The extra percentage only served to make it seem stronger, since the differences were achieved not with alcohol concentration but by blending. It didn’t make sense either from a marketing or a financial point of view for us to lose alcohol content. – In your opinion, how has YBC changed since 1998, when the factory was bought by the French group?

ArArAt has new image, new look and new strength, most

importantly

Text: Erna Revazova

Leadership Obliges

– When Pernod Ricard acquired the factory, it was producing 900,000 litres of brandy a year, at an average price of 2 dollars per litre, and today we produce 4.5 million litres at an average price of 6.8 dollars per litre. Serious investments into ArArAt promotion on foreign markets have influenced the Armenian brandy category as a whole. By the way, over this period the number of brandy producers in Armenia has grown by ten times. – Which brandy from the ArArAt range do you consider to be the height of perfection? – Nairi. I don’t know of any other 20-year-old brandy which has been sold that successfully and in such volumes for so many years. That’s the one I prefer. Brandy is all about atmosphere. The most important thing in order to completely indulge in and enjoy brandy is, of course, an amenable attitude. And I think that the best accompaniment to Armenian brandy is an Armenian peach.

Armenian Brandy Association

On February 23rd the Managing Director of the Yerevan Brandy Company, Ara Grigoryan, was unanimously elected Chairman of

Armenian Brandy Producers Association.Currently 12 companies producing Armenian brandy already signed the agreement. The main goal of the organization is to secure the “Armenian brandy” category, strengthen the quality of the production on domestic and

international markets.“The fact that YBC was chosen to launch this Association once again confirms the status of PRR Group among the Armenian brandy producers and the leadership of YBC,” commented on his appointment Ara Grigoryan.

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— The Person —

– In the eyes of the Europeans, Armenia has always represented the “Dionysian life-force” with its riot of colors, tastes, smells and emotions. Do you feel this joy of life? How does it differ from the French art de vivre – the art of pleasurable living? – The Armenian “art of living” is very close to nature. Compared with France, industrialization is manifesting itself to a lesser degree here, so the relationship between man and nature is preserved. I think that even today, Dionysus would make Armenia his haven. – How comfortable do you feel in Armenia? What has made the biggest impression on you here? – I am very comfortable in this country. I’m also deeply impressed by the Armenian hospitality, the art of companionship and the personal relationships. There’s a great spirit of compassion here, strong family bonds and the ties between generations, as opposed to France, where traditional values are on the verge of extinction. I came to work at the Yerevan Brandy Company five years ago and even then I immediately noticed this deep respect for traditions, which, incidentally, applies to the production of brandy as well. – In your opinion, what is the difference between Armenian brandy and French cognac? – For me, Armenian brandy and French cognac vary as much as the climate and terrain of these two countries. The strong intensity and aromatic generosity of ArArAt brandy reminds me of an Armenian mountain landscape and the rigorous local climate with its very cold winters and warm sunny summers. A French cognac is “closer” to the weather condition in the south of France: softer and lighter. This is my personal opinion; perhaps someone might find the changing semitones of the latter preferable. Armenian brandy differs from French cognac as much as it differs from whiskey, for example – they are completely different products. Each of them

Philippe Thibaud, Master Blender of the Yerevan Brandy Company

Frenchman Philippe Thibaud is a recognized authority in his sphere. Several years ago he worked as a senior master blender at Martell, and is now responsible for the creation of the legendary ArArAt brandy. In an interview with Legend Today he shared his impressions of Armenia and Yerevan, and the difference between

Armenian and French brandies.

The Master of Taste and Aroma

and Vaspurakan, I usually try to keep them locked away, so that I could enjoy them in the evening after dinner. – The Managing Director of YBC Ara Grigoryan believes that the best appetizer to have with the Armenian brandy is Armenian peaches. Do you agree? In your opinion, what foods or dishes are ideal for brandy? – Of course, this is one of the best combinations. It is very well-balanced and enhances the taste of ArArAt and the sweetness of a peach. Although perhaps someone would choose to drink the oldest Armenian brandy with dark chocolate, black coffee and a cigars, and generally dishes that have an intense flavor and aroma. Currently, we are thinking about a combination of Armenian brandy with dessert. For example, the taste of our famous Dvin brandy is “amplified” by Cannelés de Bordeaux. Brandy also works well with a grilled lobster. – What do you think about cocktails with an Armenian brandy base? Which one is your favorite? – Cocktails with an ArArAt brandy base are one of the means to discover our products. Because of its intense flavor and aroma, brandy creates a delicious finale for cocktails. I like the Cosmopolitan because of its warm colors and interesting, iridescent taste, both soft and acidic. – French cuisine is considered in Europe to be the top of elegance and refinement. In comparison, Armenian cuisine must seem heavier to you. Is that so? What do you think about Armenian cuisine in general? What dishes do you like? – Armenian cuisine perfected over time, everywhere you can find many of its adherents (for example, I know a few people in Nice). I love dolma with grape leaves. But overall I must say that I rate Armenian cuisine in an Armenian context: “having a delicious kebab (khorovats) with some ArArAt brandy and sharing it with some friends under apricot trees on a spring evening, and, of course, at the foot of Mount Ararat” – that is really dear to my heart. – Before ArArAt you used to work as a leading master blender for Martell. What is the difference in the approach to the manufacture of brandy between these two brands? What have you managed to bring to the production of Armenian brandy as a true Frenchman? – From a technological perspective the basic manufacturing principles are very similar. I think the differences between ArArAt brandy and French cognac originate from raw materials: endemic grape varieties that grow only in Armenia, under certain climatic conditions, aging in oak barrels of different origins – it all contributes to the production of specific alcohols. The YBC team should keep constant focus on product quality in order to produce brandy which meets consumers preferences and expectations on the category of armenian brandy. I tried to combine my own knowledge and experience with the traditions of the brand. In regard to compliance with international standards, we are very proud of our modernized production methods with the introduction of QSE management (Quality, Safety and Environment Management), and the implementation of the OHSAS 18001 (safety), the ISO 14001 (environmental) and ISO 9001 (quality) standards. – In your opinion, what is the taste and smell of Yerevan? – I have lived in Armenia for five years and must say that I am really taken by the energy and the rapid rhythm of the city and its rich history. But perhaps, the most important thing in Yerevan is its residents.

For me, Armenian brandy and French cognac vary

as much as the climate and terrain of these two

countries

has its own specifics, its own idiosyncrasies, and certainly its own fans. And they have to be evaluated in their own way. – Could you tell us about the taste products from the ArArAt line? What do you associate with each of them? – ArArAt offers a rich palette of flavors and aromas – from the light amber ArArAt to Nairi, with it nice and warm rich brown color reminiscent of mahogany and ancient gold. If we talk about the entire range, depending on the ageing flavor and aroma are changed and sharpened: fruit and floral notes turn into a harmonious and complex, which distinguish products of higher quality super-premium. Personally, I prefer ArArAt or as an aperitif at the coffee table on a spring terrace with friends. Akhtamar is perfect for celebrating a successful deal with business partners. As for Nairi

— 5 —les embiez special edition 2011

— The Person —

– Once in an interview you declared that all the perfumers use the same palette of scents, but every house creates the mixture in its own style and the results are as different as Bach music and Sade songs. But what about your own style? What music do your perfumes resemble? – I am like an actor. I use a script as I work for many different brands including mine under the name Maison Francis Kurkdjian. From Alber Elbaz (Lanvin) to Narciso Rodriguez, John Galliano and Hedi Slimane (Dior), Jean Paul Gaultier, I have created or keep creating for many designers with their own styles and sensitivities. It would be very dangerous and boring if I played the same character every time, meaning, if I created the same perfumes with the same style. – You introduced tea scents and made them a trend, so how could you describe the connection between flavor and scent? Has it ever happened that you were inspired by some exquisite delicacy or an alcoholic drink? – I created Green Tea for Elizabeth Arden in 1999 and it became a huge success and a global trend. I love food and haute cuisine and I cook at home for my friends. I have created a special dessert recipe with the world pastry champion Chef Christophe

 Francis Kurkdjian, a Frenchman of Armenian descent, is one of the most talented contemporary perfumers. He has worked with almost all the leading brands, each

time creating original and unique blends that determined the perfume fashion trends for many years. In an exclusive interview with Legend Today Francis spoke

about the connection between taste and aroma, and his attitude towards Armenia.

Text: Irina Udyanskaya

The Parisian Perfumer

Michalak from the Plaza Athénée Hotel in Paris, and a full menu with Yann Alleno from the Le Meurice Hotel. When I created Muse by Joop! Parfum, I was inspired by a Champagne cocktail (Champagne plus Cointreau).

generation born in France after both my parents. So I feel very French and all my relatives live in France. – What is your perception of Armenian culture? – Armenian culture is one of the oldest, richest and most diverse cultures of the western world. It has experienced influences from East and West, Christian, Arab and Muslim cultures. It covers everything from music (classical and folk), to paintings, sculpture, movies and art. – How could you define “the scent of Armenia”? – There is no need to define the scent of Armenia. Armenia has to be experienced. – What do you think of Armenian contribution to development of art of perfume? – I don't know this historical part precisely but I assume it must be important, one of the most significant in the region. Armenia was a commercial and cultural hub. Perfume must have been a key trade good as well as a genuine luxury product. – What does the word “Ararat” mean to you? – Mount Ararat is a biblical and national symbol of Armenia even though it’s on the other side of the border. For me Ararat is related to a dessert called “Anouch Abour” which used to be prepared by my grandmother around Christmas time. Now my mother continues the tradition. It is said to be the last meal Noah had before the Ark ran aground on the Ararat Mountain. I love that story... and the dessert as well, of course! – Have you ever tasted a brandy from the ArArAt line? – Yes, during my trip to Armenia in 2005 when we were visiting the Ararat Brandy Company. But I just had a sip as it was 9 am!

For me Ararat is related to a dessert called

“Anouch Abour” which used to be prepared by my

grandmother around Christmas time

– Have you ever been to Armenia? – Once. As part of an official trip I was invited by the former French President Jacques Chirac in 2005. It was a 72 hour trip, very moving and emotional. However I did not have any time to see the country on my own, not even the state capital Erevan. My grandparents took refuge in France in the late 20’s after the Armenian Genocide of 1915. I am the second

Francis Kurkdjian, Perfumer

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— The Legend —

The Blessed Vaspurakan

Vaspurakan is one of the fifteen provinces of historical Armenia and the core of Armenian statehood. It was the location of some of the earliest centers of urban culture, among them the first capital city of Van on the shores of the lake by the

same name. One of the islands on that lake is to this day dominated by a masterpiece of medieval Armenian architecture – Akhtamar.

Text: Aris Kazinyan

O ver millennia Vaspurakan challenged the neighboring province of Ararat for political, religious and economic hegemony in the Armenian world. And while, legend has it, Noah’s Ark had come to a stop at the summit of Mount Ararat, it was in Vaspurakan that the first encampment of the new human race was built. According to the Book of Genesis, it was there that “Noah builded an altar unto the LORD; and took of every clean beast, and of every clean fowl, and offered burnt offerings on the altar. And the LORD smelled a sweet savor; and the LORD said in his heart, I will not again curse the ground any more for man's sake...”Vaspurakan was also marked by the first case of alcohol intoxication after the Flood: “And Noah began to be an husbandman, and he planted a vineyard. And he drank of the wine, and was drunken; and he was uncovered within his tent...”For centuries medieval travelers and pilgrims visited the grave of Noah and his wife Noyemzar. The burial site was situated on the eastern edge of Vaspurakan in Nakhichevan, which translates from Armenian as “the first pier”. Curiously, it was also the place where the breadbasket of Armenia, the legendary “land of wine and song” called Gokhtan, was located.Vaspurakan was the site of numerous legendary events. To the west of this area lies the towering rocky ridge of Simsim (sesame); the Arabs first came across that cliff with stone gates fused into the surface so well that one who did not know how to open them would not be able to enter. That cliff had given rise to the tradition of appealing to the silent gates that subsequently found its way into the famous tale from “A Thousand and One Nights”.Different centuries saw the beauty of the country admired by the Venetian merchant Marco Polo and the French King’s Louis IX envoy Guillaume de

This is in Vaspurakan where the Sim-Sim rock of

One Thousand and One Nights tale collection

lies

The 15 Year Old brandy Vaspurakan is considered to be one of the super-premium brandies of the ArArAt range due to its superior quality. The product has a rich amber color with a shade of old gold. It has a bright, elegant and complex flavor with hints of spice, oak bark and dried fruits. The taste is generous, complex, complete, amazingly soft and rounded. A small bite at the end of the smoothed pronounced notes of sweetness. The aftertaste is long and noble. The refined shape of the new decanter conveys the status of this precious drink.

The Legendary Taste of Vaspurakan

The Araks river valley in Vaspurakan, where according to the legend the first Noah’s encampment was built

Rubrouck. Pilgrims and Knights Templar visited Vaspurakan especially to catch the “first rainbow” – a sign from the Lord, sent immediately after the waters subsided after the Flood, an auspicious apparition, signifying a joyous future for humanity.

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— The Legend —

The Country of Nairi is the name that many poets and writers call Armenia by. Nairi is also the name of the people that were settling in the powerful state of Urartu

which was situated on the territory of the modern Armenia. The history of this land is closely related to the heaven-on-earth notions of the ancient tribes and the Old

Testament legend of Noah and the Flood.

Text: Aris Kazinyan

The Legendary Nairi Flavour

Twenty-year-old Nairi brandy, with its very high quality, is part of ArArAt’s most prestigious range – the super-premium. This product has a beautiful deep amber color and flawless clarity. It has a harmonious, silky, complex and sophisticated texture, containing hints of balsamic aroma and cedar notes. The rich and complex flavor with a pleasantly prolonged aftertaste is distinguished by a fine combination of toasted bread and cloves, with warm tones of cinnamon and honey. The elegant shape of the new Nairi bottle reflects the rich legacy and high status of this precious drink. Never before has an Armenian brandy been presented in such luxurious packaging.

Since ancient times, Armenia had been considered by the peoples of Mesopotamia to be a special land to which they were much indebted. In its high mountains and deep valleys they found their ‘heaven on earth’, there they searched for the dry land that would save all humankind. The most famous link to Armenia is the Old Testament legend of the Great Flood. Although the legend about Noah is actually just a late link to the earlier accounts of a place – Mount Ararat – and its importancein the lives of the agricultural communities of Mesopotamia.How can one explain the desire to see Armenia as a place of salvation? There is only one way to answer this question – for that was the land of Nairi! “The land of thousands of rivers and springs” is the literal translation of one of the ancient names for Armenia, whose etymological roots reference the living spring – Nar. The cult of water was among the most revered by the peoples of the great Mesopotamian desert. The waters of the Tigris and

In ancient times, the capital of Nairi – Tushpa –

had a special defensive feature: the city had

built a 70-kilometer long aqueduct that provided

fresh water, thanks to which the city could

endure even a lengthy siege

The Treasures of Nairi

the Euphrates – on which Sumer, Akkadia, and Babylon depended for their livelihoods and crops – flowed from Armenia. Visiting the source, the great rulers of Mesopotamia gazed in astonishment at the numerous springs flowing from the mountains, merging together to form the channels of the great rivers, giving them life. It stirred the imagination of the powerful lords of the southern deserts, and the breathtakingly beautiful rapids and waterfalls of the country of Nairi were associated with life-giving water. Although it was the most important trait, water was not the only thing that the early Mesopotamian tribes associated with Nairi. They were also attracted by the rich forests and the lush vegetation of this amazing oasis. The timber for urbanizing the ancient world came, in fact, from the green land of Nairi. The country’s fame spread across all of southwest Asia – so it’s no surprise that the chariot of the pharaoh Tutankhamun himself was made ‘of Nairi wood’.

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— The Legend —

I. e Legend of the Righteous PeasantII. e Legend of the Proud Princess and the Gndevank TempleIII. e Legend of the Khachkars of NoraduzIV. e Legend of the Enamoured GiantV. e Legend of the City of MoushVI. e Legend of VirtuesVII. e Legend of the Wild DoveVIII. e Legend of the Mountain of a ousand Springs IX. e Legend of the Honest PoetX. e Legend of the Stars that Lost the SunXI. e Legend of the Holy SpearXII. e Legend of the Rose Festival XIII. e Lengend of AknXIV. e Legend of CochinealXV. e Legend of the Honest Prince

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O ne year ago ArArAt set an objective to develop an innovative and unique concept for BTL activities and communication, which would conform with the new brand platform: convey the spirit of legend and authenticity, be economically sound and above all, be unique to ArArAt.Th at’s how the idea of a new ArArAt project was born – 100 Legends, an opportunity to off er true Armenian legends to our consumers.Only ArArAt, as one of the symbols of modern Armenia, known far beyond its borders, may have the ability to share the rich heritage of Armenian culture and the wisdom of its people, accumulated over thousands of years and stored in their legends. Th e project is based on serious research work by ethnographers, historians and writers, whose main task was to collect data on the heritage of Armenian culture.Having amassed an extensive collection of more than 200 tales, parables, and interesting facts, the most engaging and complex ones were selected and handed over for processing to philologists and editors. Th at concluded the cultural aspect of this project and a new, no less compelling part commenced, creating the vision.In order to modernize and actualize the project, contemporary artists from TZEH, a Moscow creative association, were given the opportunity to illustrate each of the 100 legends.Th e exclusiveness of the project also lies in the versatility of its original concept that can be adapted to other activities, for example, off -trade promotions. It can also be used as a source for online content, a base for various PR campaigns, exhibitions, etc. Finally, a unique book was published in 3 languages, collecting all the legends with illustrations from TZEH. It is now set to become a true bestseller in Armenia.

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— —les embiez special edition 2011

— The Legend —

I. e Legend of Mount AgravakarII. e Legend of the Magnanimous Sayat-Nova

III. e Legend of Djraberd FortressIV. e Legend of the Akhtamar Island

V. e Legend of Kokh WrestlingVI. e Legend of Tsovinar

VII. e Legend of a Bread CrumbVIII. e Legend of Lilith

IX. e Legend of the ree Golden ApplesX. e Legend of the Monastery of the Spear

XI. e Legend of Tork AngeghXII. e Legend of the White Horseman

XIII. e Legend of David’s BoulderXIV. e Legend of the Man Who Overcame the Gods

XV. e Legend of Gisaneh and DemeterXVI. e Legend of the Fish Prince

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— Ararat Life —

The Legend Goes on

I. Cyril Claquin, Ara Grigoryan, Alexander GhazaryanII. Eric Laborde, Philippe Th ibaudIII. Olga Kassatkina, Natalia Armaganova, Emma Zakoyan and guestIV. Maria Soboleva, Cyril Claquin, Karine MadelrieuV. Ara Grigoryan

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The offi cial launch of the new ArArAt range took place on October 12 in Yerevan. Th e press conference – at which Ara Grigoryan, Cyril Claquin, and Alexander Ghazaryan told journalists from all over the CIS and Baltic countries about the launch goals for the new range, ArArAt and YBC long-term plans – took place in the center of Yerevan, in the philharmonic hall names for the legendary musician Arno Babadzhanyan.Th at evening, in the heart of ArArAt at the Yerevan Brandy Company, was the fi rst event from the series ‘ArArAt. Th e legend goes on’. Th e installations with the new ArArAt bottles, a fountain in the centre of the square which unexpectedly transformed into living pictures à la Sergei Paradzhanov, special laser eff ects and ArArAt cocktails, all of this created a festive atmosphere for the evening,

which was opened by Ara Grigoryan. Aft erwards, the unrivaled maestro of the Armenian duduk Jivan Gasparyan and the Ukrainian rock group Okean Elzy took to the stage. Th e musicians even played a few numbers together. And the culmination of the event, which revealed the new ArArAt brand symbol – the legendary phoenix – was a fantastic performance show, created by a famous theatrical artist and winner of the Zolotaya Maska and Khrustalnaya Turandot, Pavel Kaplevich.In Moscow the new range launch took place on November 18 in the city’s historic centre, at Ventoshny Hall. Th e evening drew together the company’s main partners and clients, press and celebrities. Th e CEO of Pernod Ricard Group Pierre Pringuet and managing director of the Yerevan Brandy Company Ara Grigoryan made offi cial speeches,

reminding of the strategic positioning of ArArAt in Pernod Ricard portfolio in Eastern Europe and noting that the new stylish shape continues the brand’s tradition and also puts forth a modern look at the ArArAt legend.Guests’ attention was especially drawn to an arrangement of brandy bottles, fl owers, grape bunches and pomegranates, and a huge, three-dimensional, fantastically highlighted phoenix which now graces every ArArAt bottle.A week later on November 26 in the Diplomatic Academy of Ukraine, the new range of the legendary Armenian brand was presented to the guests in. As in Yerevan and in Moscow, Jivan Gasparyan and Okean Elzy played at the event, rounding out the evening with their traditional jam session.

— —les embiez special edition 2011

— Ararat Life —

I. Eric Laborde, Pierre Pringuet, Ara GrigoryanII. Karine Madelrieu, Cyril ClaquinIII. Eduard Zuloyan, Timur GizatulinIV. Alena Sviridova, Svetlana Konegen and Elena IscheevaV. Olga Kassatkina, Dmitry MalikovVI. Jivan Gasparyan, Armen DzhigarkhanyanVII. Vincent FritesVIII. Dmitry Kharatian, Pavel KaplevichIX. Maria SobolevaX. Tierry Billot, Ruben Saakyan

I. Ara Grigoryan, Denis OсhanineII. Maria Soboleva, Jivan Gasparyan, Karine MadelrieuIII. Dmitry GordonIV. Pavel Shil’koV. Elena EremenkoVI. Irina DanilevskayaVII. Mila PolyakovaVIII. A jam session by Jivan Gasparyan and Okean Elzy fr ontman Svyatoslav Vakarchuk

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I II

I

III

IV V

VI

VII

VIII

IX

IV

V

VI

VII

VII

III

X