Armenian brandy is set to be registered as a product with a geographical indication (GI), a move officials say will boost quality standards and strengthen the country’s global brand image, reports Armenia’s Economy Ministry.
The issue was discussed at a seminar organized by the Economy Ministry in Tsaghkadzor, where producers, government representatives, and industry experts reviewed draft technical specifications for “Armenian Brandy.” Discussions also covered the role of the Armenian Brandy Producers’ Association, the logo design for the GI, and marketing strategies for promoting the product abroad, including the marketing strategy of the association of producers of products with a geographical indication.
Deputy Economy Ministers Arman Khojoyan and Anushik Avetyan emphasized that the program is vital for the sustainable development of agriculture, particularly in the brandy-making sector, and for diversifying Armenia’s export markets.
Speakers at the seminar also stressed the need for systematic steps to improve quality control in brandy production, with suggestions to organize current efforts around key priorities, particularly focusing on implementing systematic actions to enhance quality control of the products manufactured, ensuring that the GI label reflects internationally recognized standards.
The move comes as Armenia transitions away from the use of the term “Armenian cognac.” Under an agreement with the European Union, Armenia has pledged to gradually discontinue the use of these geographical names concerning locally produced alcoholic beverages. In accordance with EU regulations, only alcoholic beverages produced in France’s Cognac and Champagne regions may carry those names. To support Armenia’s shift to the “Armenian brandy” designation, the EU has allocated €2.9 million.
The Economy Ministry said the new designation will not only protect the authenticity of Armenian brandy but also enhance its competitiveness in international markets.
