Yerevan /Mediamax/. Head of the European Division of Pernod Ricard Frank Boivin believes## that the Company managed to make the “ArArAt” brand more modern, preserving at that the roots of the brand.

Mediamax reports that Frank Boivin said this in an interview, published today in Russian “Business Secret” magazine.

“On the one hand we need to preserve the roots of the given brand, on the other - to make the brand more modern, for it to become competitive not only in Russia, but in other countries as well. As a result a compromise was found: “Ararat” so far has been produced from 100% of Armenian grapes, the production technology is preserved, but at that we modernized the bottle, elaborated a new packing, changes the marketing strategy”, Frank Boivin stated.