Yerevan /Mediamax/. Pernod Ricard Eastern Europe charged Amsterdam Worldwide Agency with repositioning “ArArAt” Armenian cognac brand.

Mediamax reports referring “Vedomosti”, Chief Executive of Amsterdam Worldwide Brian Elliot stated that “ArArAt” will be positioned as legendary premium brand for real connoisseurs of cognac and brand.

The first campaign on updating the brand will be launched in spring, 2009.

Mediamax notes that in summer, it will be ten years that Yerevan Brandy Company has been purchased by Pernod Ricard Group.