Armenia agreed with European partners on new geographical branding of  Armenian brandy

ArmInfo. Armenia has agreed with its European partners on a new geographical marking for Armenian  brandy. Armenian Minister of Economy Vahan Kerobyan announced at a hearing in the National Assembly of Armenia on November 3.

He noted that numerous discussions took place around this topic with  European partners, in which both representatives of the field,  specialists, and leading branding agencies took part. In particular,  according to the minister, one of the world's top branding companies,  Backbone Branding participated in the renaming of Armenian brandy.

"As a result of all the discussions, it was decided that we should  present ourselves under the "Armenian brandy" brand," Kerobyan said.

At the same time, he noted that the European partners worked in this  direction with another consulting company, which also proposed using  the geographical branding "Armenian brandy" for Armenian "cognac".

"It is important for us that this brand name is associated with high  quality criteria," the head of the department emphasized. He noted in  this regard that in the future there will be a complex process to  create an appropriate system. "And we must convince manufacturers to  work within these quality criteria," Kerobyan concluded.

In May 2021, during a meeting, the Government of the Republic of  Armenia 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 purpose of the agreement is  to promote the efforts of the Republic of Armenia in developing  economic potential, as well as to strengthen sustainable cooperation  in the field of trade within the framework of the provisions of CEPA,  in particular, to assist in the implementation of the provisions  regarding geographical branding of names in accordance with Article  237 of the agreement ( CEPA). "The goal of the program is to  stimulate a smooth and productive cessation of the use of the EU  geographical designation "cognac" for goods manufactured in Armenia,  as well as to promote the export of products from Armenia to maintain  the competitiveness of the world famous Armenian alcoholic drink in  international markets. In particular, to assist in the development of  a new brand, stimulating the promotion of this name, both in the  domestic and foreign markets in terms of advertising and maintaining  market niches," the document reads. The program budget is set at 3  million euros.