The 21st Golden Apricot International Film Festival held its grand opening on July 7th at the Karen Demirchyan Concert and Sport Complex, marking another year of its longstanding partnership with ARARAT Armenian Brandy. This year also commemorates the 20th anniversary of the collaboration between ARARAT and the Golden Apricot Festival, a partnership that has been integral to the festival since its inception.

From the very beginning, ARARAT has been a key supporter of the Golden Apricot Festival, contributing to many of its most significant moments. This year's collaboration was highlighted by a series of cultural initiatives that added a distinctive dimension to the festival’s atmosphere.

One of the most notable changes at this year’s event was the reimagining of the traditional red-carpet ceremony. In place of the usual red carpet, the festival featured contemporary Armenian handmade carpets, created by Armenian carpet weavers and based on the designs of artist Davit Kochunts, encapsulating "Point of Reference" collection. This innovative approach brought new meaning and depth to the ceremony.

The festival's opening ceremony featured the premiere of "Seven Veils," directed by the esteemed Canadian-Armenian filmmaker Atom Egoyan. In recognition of his contribution to cinema, the COO of the Yerevan Brandy Company, Serge Khachatryan, presented Egoyan with a special edition ARARAT Charles Aznavour Signature Blend, engraved to commemorate the occasion.

This year, the festival welcomed several prominent filmmakers, including Oscar-winning director Alexander Payne, who served as the Jury President of the International Full-Length Competition. At the closing of the festival, Payne was honored with one of the handmade carpets from the “Point of Reference” collection.

Another distinguished guest at this year’s festival was double Oscar winning actor Kevin Spacey, who delivered a speech at the opening ceremony. During his visit to Armenia, Spacey was welcomed at the ARARAT Museum of the Yerevan Brandy Company, where he explored the rich history of Armenian brandy making and discovered new facets of this legendary drink.

The partnership between ARARAT and the Golden Apricot Festival also extended to supporting film criticism in Armenia. At the ARARAT Cocktail Evening, the festival and the Yerevan Brandy Company recognized the contributions of Armenian film critics, awarding prizes to Arman Gasparyan, a columnist for the Cinepan project on Pan.am, and Ruzanna Bagdasarian, the founder of the online periodical Cinemaworld.

For the past 20 years, ARARAT Armenian Brandy has been a proud partner of the Golden Apricot Film Festival, playing a key role in its most memorable events. This enduring collaboration continues to inspire filmmakers and delight audiences with the unique creations of the brandy masters.