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Armenia, Georgia and Azerbaijan will create a joint "Caucasian bouquet" brand name, according to Armenia Today.
New wines under this name will appear in stores as early as next year. Artoush Mkrtchyan, executive director of the Gumri Development Fund, head of Armenian office of the Caucasian Business and Development Network, said in his interview to Business Express that the project under financial assistance of British International Alert and the US Embassy in Armenia is being implemented within the framework of the Business and conflict program. The direct executors of the project in Armenia are the Gumri Development Fund and the Armenian office of the Caucasus Business and Development Network.
According to Mkrtchyan, the purpose of the project is to show that the South Caucasus is not simply a geographical area and not just a territory of conflict, but it is also a single economic space, where successful cooperation is quite possible. The project involved six wineries and companies from Armenia and Georgia and five from Azerbaijan. 17 items of different brands of white and red wines represented by Armenia, 13 brands of Georgian winemakers and 9 brands from Azerbaijan have been selected in the result.
"Specialists from Italy, Britain, Turkey and other countries were invited as experts. Although the Turkish wines are not included in the "Caucasian bouquet", Turks are full participants in the project. The Turkish side is ready to assist in the further promotion of a new brand in overseas markets and I admit that this step is valuable. The expert and tasting phases of the project has completed and the wines are selected. Now designers are busy developing labels and packaging, creating posters and promotional leaflets. At the beginning of the next year there is a plan to launch a series of events to be held in the capitals of all three participating countries, as well as in Turkey. Presentations and promotions are planned in some European countries", said Mkrtchyan.
However, there are still some problems. "I think there will be no problems with the sale of Azerbaijani wines in Yerevan. But I wonder whether Azerbaijanis would want to invite our winemakers to their country. The fact is that, as far as I know, this country has a law under which they are prohibited advertising and selling Armenian goods. But the idea of Caucasian bouquet becomes senseless without participation of the production and representatives of one of the parties involved into the project. Therefore, we have prepared a letter to the Prime Minister of Azerbaijan for permission for participation of Armenian wines and winemakers in presentation events in Baku. I hope that the Azerbaijani authorities will treat this with understanding", said Mkrtchyan. *