Armenian brandy producers will cease labeling their products as “cognac,” which is protected as a geographical indication by the EU. Instead, they will use the label “Armenian Brandy,” which will also be registered as a geographical indication, according to Minister of Economy Gevorg Papoyan.

During the 2025 budget discussions, Gevorg Papoyan informed lawmakers that the process is underway to phase out the use of the “cognac” label for Armenian brandy producers.

In two weeks, the EU will launch a support program to assist Armenia with rebranding its brandy labeling. This program will help strengthen laboratory infrastructure for quality control, develop a sustainable quality control system, and establish standardized procedures for inspection, licensing, and label usage supervision. Additionally, it will focus on building capacity to support the transition, ensuring Armenian brandy meets specific quality standards and can be marketed under the new “Armenian Brandy” designation, differentiating it from the EU-protected label.

Armenian Economy Minister emphasized a crucial part of the Armenian brandy rebranding initiative: registering “Armenian Brandy” as a geographical indication with clearly defined production standards and quality control criteria. This registration will ensure that all Armenian brandy producers follow the same rigorous guidelines, safeguarding product authenticity and distinguishing Armenian brandy in the global market.