YEREVAN, NOVEMBER 10. ARMINFO. Sales volumes of Yerevan Brandy Company will exceed 4 mln liters in 2004, which will be a little more than last year’s indicator (4.025 mln liters), President Director General of YBC Herve Caroff told ARMINFO.
He said that some 70% is the share of the Russian market, then goes the Ukrainian market. The Armenian market occupies the third place. Herve Caroff said that CIS markets remain traditional though an insignificant quality of the production is exported to Japan, the USA and Europe. It is noteworthy that the rise in YBC brandy prices in the middle of 2004 have not influenced the sale volumes, YBC president said. He pointed out that the prices rose proceeding from the conjuncture of the market and positioning of the production in markets.
As regards the purchase of grapes, in the current year it surpassed the company’s expectations, Caroff said. Instead of the envisaged 15,000 tons. YBC purchased some 20,000 tons of grapes, which is accounted for by rich harvest. The main volume of grapes was purchased in Ararat and Tavush regions. Some quantity of grapes is purchased in NKR. On the whole, the company cooperates with more than 4,000 farmers and renders technical and consultative assistance to them. YBC invested $5 mln in purchase of grapes, with the total volume of investments for the current year making up $10 mln, including expenses for advertisement and marketing, he said. After the poor harvest of last year, when 8.5 thous. tons of grapes were purchased, this year the reserves of brandy spirit were increased, which will be enough for 10 years sale. He added that YBC’s strategy is aimed at introduction of brandy of premium category “Akhtamar” and super premium “Nairi” to the markets, with the increase in the sales volume of these products in 2004 is an evidence of it.
Herve Caroff said that in 2005 YBC intends to issue a new spectrum of products. The marketable state will be changed ( bottles and labels) with the object of introduction of the production into the market. A new spectrum of the Armenian brandy “Ararat” will be presented in the spring of 2005 in Russia, Ukraine and Armenia. YBC President added that the change of marketable state also pursues of goal of preventing forgery. According to his estimations, the volume of forged production has considerably decreased after the company was purchased by Pernod Ricard French group of companies. And the company’s lawyers have greatly contributed to it. Due to them, a number of illegal productions in Russia have been closed down in legal form.
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