Armenia`s government to expedite Armenian brandy rebranding process 

ArmInfo.Armenia's Deputy Minister of Economy Rafael Gevorgyan received representatives of Armenia's leading brandy companies. 

According to the press service of the Ministry of Economy, the  participants discussed the problems of the sphere and possible ways  to speed up the process of brandy rebranding, search for common  solutions and achieve better results.

According to the source, the parties agreed to strengthen cooperation  in order to more effectively implement this process.

In May 2021, during the meeting, the Armenian government approved the  proposal to sign a financial agreement with the European Commission  "On assistance in the implementation of Article 237 of the  Comprehensive and Enhanced Partnership Agreement between Armenia and  the EU (CEPA). Stage I".

The goal of the program is to encourage a smooth and productive  phase-out of the use of the EU geographic designation "brandy" for  goods manufactured in Armenia, as well as to promote the export of  products from Armenia in order to maintain the competitiveness of the  world-famous Armenian alcoholic beverage in international markets. In  particular, to assist in the development of a new brand, to stimulate  the promotion of this name, both in the domestic and foreign markets  in terms of advertising and preserving market niches," the document  says. The budget of the program is 3 million euros.

It should be noted that according to the Statistical Committee,  23.3mln liters of brandy were produced in Armenia last year against  46.7mln liters the previous year.