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.
