Duration of assignment: 11 months
Narrative description of Project:
Ameria CJSC is implementing the EU-funded assignment Market Research Study on Potential Export Markets and Marketing Strategy for GI Armenian Brandy under the Technical Assistance for the Development of the Geographical Indication “Armenian Brandy”, financed by the European Union and implemented by Expertise France. The project strengthens Armenia’s most symbolic export product through the creation of a distinct Geographical Indication (GI) identity and an internationally competitive marketing and export strategy.
Ameria conducts comprehensive research to identify and rank potential export markets, analyzing consumer demand, premiumization trends, and market accessibility for GI-certified spirits. The study evaluates regulatory frameworks, labeling standards, trade barriers, and competitor positioning to determine where Armenian brandy can most successfully enter and expand. Based on this analytical foundation, Ameria develops a targeted market entry strategy for each priority market, recommending branding, distribution, and promotional actions that align with local consumer behavior and premium spirit trends.
In the second stage, Ameria contributes to the creation of a unified brand identity and communication strategy that showcases the authenticity, craftsmanship, and heritage of Armenian brandy while meeting the expectations of high-value international consumers. The project aims to safeguard Armenia’s reputation for quality, increase exports, and establish GI Armenian Brandy as a globally recognized premium product deeply rooted in national culture and tradition.