Armenia rebrands "Armenian Cognac" as "Armenian Brandy" under a 2021 EU agreement, focusing on national brand certification.
Armenian authorities aim to enhance national brands internationally, focusing on certification of four geographical name-brands. Prime Minister Nikol Pashinyan advocates for referring to Armenia's traditional drink as "Armenian Brandy" instead of "Armenian Cognac" to respect French regulations and maintain EU trade relations. This change follows a 2021 agreement with the EU, which provided €2.9 million in support for the renaming, allowing better marketing and quality control for Armenian products.
October 31, 2024
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