EU allocated EUR 2.9 million to Armenia for rebranding of Armenian  brandy

ArmInfo. The EU has allocated 2.9 million euros to Armenia for the next 2 years for the implementation of the rebranding process of Armenian cognac(brandy). This was announced in Parliament by Armenian Minister of Economy Gevorg Papoyan. <The process has already been launched>, he emphasized.

Recalling that the Backbone company, which was developing a new brand  for Armenian brandy, proposed the name Armenian Brandy, the minister  said that the funds would be used to establish requirements for  laboratory infrastructures to control the quality of produced and  exported cognac, design a sustainable system for quality control,  certification, standardization, etc., and retrain personnel. The new  name will allow advertising Armenian brandy and introducing quality  control mechanisms.

<With the new name, Armenian Brandy will be registered as a  geographical name, as a brand that will be protected and have clear  criteria and clear mechanisms for quality control of production,  which must be followed by all manufacturers wishing to use the new  name>, Papoyan said.

In the future, according to him, a new body will be established that  will be responsible for all rebranding processes.

In addition, the head of the department noted that there is a need to  create quality control laboratories in Armenia, since manufacturers  are losing both money and time, waiting for the results of the  examination, which come from third countries, where samples are  previously sent.

Earlier,  in June 2021, it became known that Armenian producers,  within the framework of the Enhanced Partnership Agreement between  Armenia and the European Union, will stop using the word "cognac"  from 2043 and are discussing a new name in order not to lose markets.  The requirement to abandon the name "cognac" contained in the  agreement is due to the fact that the term is a protected  geographical indication, which, according to the rules in force in  the EU, can only be used for products produced in the French  department of Charente, where the city is located, after which the  drink was named.