SOKO and ARGE Strengthen Partnership During Visit to Armenia

Strong partnerships are built through shared experiences, mutual respect, and a genuine understanding of the markets in which we operate.

Last week, the SOKO team had the pleasure of visiting Armenia and our valued partner, ARGE. The visit provided an excellent opportunity to strengthen our relationship, gain deeper market insights, exchange perspectives, explore new opportunities, and align our ambitions for the year ahead.

As part of the visit, we joined ARGE’s commercial team on store visits, gaining a closer look at the realities of the local market and the dynamics shaping consumer preferences. These first-hand experiences, combined with valuable discussions, allowed us to reflect on the strategies, opportunities, and challenges that will shape our cooperation in 2027.

Discovering the Armenian Beverage Market

One of the most interesting takeaways from the visit was the remarkable diversity of the Armenian beverage market. The shelves offered an impressive variety of products from across the globe, including brands from Asia and other international markets, with an extensive selection of formats, packaging designs, and flavours.

The market proved to be far more diverse, sophisticated, and mature than initially anticipated. Such a competitive environment highlights the importance of staying curious, understanding consumer expectations, and continuously evolving. It also makes us even prouder of what we are building together with ARGE and of SOKO’s growing presence in this dynamic market.

Celebrating 20 Years of ARGE

Beyond the business discussions and market visits, this trip was also an opportunity to celebrate an important milestone in our partner's journey.

We were honoured to attend ARGE’s 20th anniversary celebration, an exceptionally organised event filled with energy, warmth, and genuine hospitality. From the moment we arrived, we were welcomed not simply as business partners, but as part of the celebration itself.

Twenty years in business is a remarkable achievement. It represents two decades of hard work, ambition, strong relationships, and the determination to keep moving forward. We are grateful to have been part of this special occasion and to share this milestone with a valued partner.

Growing Together Towards 2027

We returned from Armenia with fresh market insights, new perspectives, stronger connections, and an even greater belief in the opportunities ahead.

At SOKO, we believe that successful international partnerships go beyond products and commercial agreements. They are built on trust, open communication, shared ambitions, and a commitment to growing together.

Happy 20th anniversary, ARGE! We wish you many more years of success, continued growth, and new achievements.

We look forward to discovering new opportunities, reaching new milestones, and continuing to build our success together in Armenia.