EU program to rebrand Armenian cognac to begin in second half of  November

ArmInfo.The EU program to ensure quality control mechanisms for the production of Armenian  cognac, as well as its rebranding, advertising and launch on the market, will start in the second half of November. The corresponding financial agreement was signed between the parties in June 2024. However, due to technical reasons, the EU froze the start of the program for a certain period.

As Armenian Minister of Economy Gevorg Papoyan noted during the  hearings in the National Assembly committees on November 5, the  program will be implemented in the second half of November.  He  reported that as part of the program, the EU will provide the  following assistance: setting up standards for laboratory  infrastructures to oversee the quality of cognac production, develop  a monitoring system, monitor the use of a new name for Armenian  cognac (Armenian brandy), and retrain personnel to apply special  examination and quality control methods. "The key to rebranding is  that the new name Armenian Brandy will be registered as a  geographical indication, which will have clear mechanisms and  standards for quality control in production for producers using this  name," Papoyan said.

In the future, according to him, either a new body or organization  will be established to oversee and coordinate the processes involved  in the rebranding of cognac.  Note that the EU has allocated 2.9  million euros for the implementation of the rebranding program for  Armenian cognac. The company Backbone was tasked with developing the  new brand for Armenian cognac, now known as "Armenian Brandy".