Yerevan/Mediamax/. Yerevan Brandy Company (YBC) CEO Ara Grigoryan is sure that the initiative on “ArArAt” cognacs’ rebranding “carries absolutely no risks”.

Mediamax reports that Ara Grigoryan said this in an interview to Russian BFM.ru business portal.

“Of course, such a rich past of “ArArAt” is a great advantage, but one should not limit oneself only to that, it is not correct to use it endlessly. Modern consumer to a certain degree is also guided by marketing characteristics of a brand. These are the particular qualities of a product, which allow it going from epoch to epoch, through time. When you make a New Year’s table today, I am sure you place colorful napkins, a candle. And we want you to proudly drink the product, which your grandfather drank, but in a packing, which you are not ashamed to put next to other world brands. This is why I am sure that our initiative carries absolutely no risks”, YBC CEO stated.

At that Ara Grigoryan admitted that “change in the packing is often combined with a public interpretation, according to which cognac was better in the previous packing”. “This is a normal human perception. As a rule, some time later, the situation clears out”, he stated.