Humanitarian initiative Aurora 2017

Continuing the well-established traditions and supporting the Aurora Prize from the very beginning, ARARAT legendary Armenian brandy undertook the role of a key partner of the humanitarian initiative this year as well.

Cooperation with the Aurora Humanitarian Initiative is ARARAT’s tribute to the strength of the human spirit, the ability not only to revive even after the most tragic events, but also raise the voice and thank those who at the risk of their lives helped Armenians 102 years ago, and those who continue fearlessly and selflessly working every day for the sake of saving people.

Values of the ARARAT resonate with the idea of the Aurora in many respects, since the Aurora Initiative draws the world's attention to the most important humanitarian problems and aims to solve them, as well as presents the Armenian culture and history to the world in a new light, contributing to strengthening of Armenia as a brand, emphasizing the wealth of Armenia’s heritage and its great potential.

Generosity, mastery and love are central to the ARARAT brand and find their humanitarian refraction in the whole range of activities carried out within the Aurora project. Generosity in the form of showing endless gratitude, honoring mastery and admiration for the incredible professionals and humanitarians, as well as praise of ultimate love, which is crowning each human endeavor.

A special illustration of the shared values was the ARARAT Generosity Dinner, which took place right after the official ceremony of awarding the Aurora Humanitarian Award.

The unique atmosphere of the event was provided by a special installation of ARARAT and cocktails prepared on the basis of the 10-year-old brandy ARARAT Akhtamar.

Humanitarian programs and art are playing one of the key roles in the activity of the Yerevan Brandy Company. Over the past few years, ARARAT has supported events in Armenia and worldwide such as the Opening Ceremony of the MIDEM 2015 in Cannes, the concerts of Placido Domingo, Daniel Barenboim, Vladimir Spivakov, Zubin Mehta, the International Festival of the Arts "Cherry Orchard" in the United States of America, for several years ARARAT supports the State Tretyakov Gallery, cooperates with the International Theater Festival after Chekhov and works with famous theaters of Russia on a regular basis. Such projects give an opportunity to call additional attention to contemporary cultural figures and their contribution to the world heritage, to people who brought real values into our lives through their work and talent.

In 2017, ARARAT Museum of Yerevan Brandy Company launched a new project in the format of Public Talk called ARARAT Speakers Night. According to the idea of the authors, it is intended to become a unique platform where the main representatives of the cultural sphere and art will be able to meet with admirers of their activity and present their views on current relevant topics in the form of "live conversation". The first speakers of the project were Zelfira Tregulova, general director of the Russian State Tretyakov Gallery and Danilo Eccher, a contemporary art critic.

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