Armenian Prime Minister Proposes Rebranding Armenian Cognac as Brandy

Government officials seek to align the internationally famous spirit with its French counterpart.

The transformation aims to enhance global recognition and protect the product's legacy.

In a bid to elevate the global standing of Armenian cognac, Prime Minister Nikol Pashinyan has proposed rebranding the spirit as brandy.

The move is driven by the government's desire to align the Armenian product with its renowned French counterpart and capitalize on its international recognition.

Armenian cognac has a long and distinguished history, tracing its roots back to the 19th century. It is renowned for its unique blend of indigenous grape varieties and traditional production methods.

However, the term "cognac" is legally protected in France, and only spirits produced in the Cognac region can bear the name. This has led to confusion and limited the global distribution of Armenian cognac.

The rebranding to brandy would allow the Armenian spirit to retain its distinct identity while benefiting from the broader recognition and appeal of the brandy category.

The proposal has sparked mixed reactions. Some industry experts support the move, arguing that it will enhance the global competitiveness of Armenian brandy and protect its heritage. Others express concerns about losing the unique identity that has made Armenian cognac famous.

The Armenian government is currently studying the proposal and seeking input from stakeholders. A final decision on the rebranding is expected in the coming months.