ARARAT Armenian brandy: The elegant sponsor of FrancoFest2024 (photos)

Zaruhi Saribekyan, head of public relations at the Yerevan Brandy Company, describes this collaboration as long-lasting, cultural, and elegant. "Newmag shaped literary taste even when it was just a magazine. After becoming a publishing house, it made many world bestsellers accessible to the Armenian reader and made reading fashionable."

ARARAT has implemented numerous literary and cultural events and projects in partnership with Newmag, ranging from translation initiatives of Aznavour's books to celebrations of book donations.

On the occasion of "Book Donation Day," the publishing house participated in an initiative by the Yerevan Brandy Company, providing additional content for the day's activities. The presentation of Sati Spivakova's book "Real Classic" was also held at the ARARAT Museum. Participating in and supporting literary and cultural events is one of the hallmark traditions of the Yerevan Brandy Company, which is why it joined Newmag's FrancoFest2024.

According to Zaruhi Saribekyan, it is particularly inspiring that Armenia will be part of the prestigious French literary award, the Goncourt. "We are thrilled that Armenia presents itself to the Goncourt literature-loving community not only with its literary heritage and historical contributions but also with its culture more broadly, of which the legendary Armenian brandy is an inseparable part. I also find a beautiful semantic connection in this hospitable collaboration.

We are happy to host the guests of Goncourt Armenia at the ARARAT Museum, providing new, unforgettable, and warm impressions," Zaruhi Saribekyan concludes.

This year, FrancoFest will be held on Translator's Day, October 12. From noon, the doors of this festival of French content will be open to everyone at the Congress Hotel.