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".
