Should Armenian Producers Cease the Production of 'Cognac'? Details

The Armenian government has approved an agreement with the European Union, under which Armenia will receive financial assistance in exchange for abandoning the use of the term 'cognac.'

According to Meduza, the EU will pay Armenia three million euros as part of this agreement. The funds will be used to develop a new brand, promote it, and protect its competitiveness in foreign markets.

Armenian producers are required to cease the production of beverages labeled as 'cognac' by 2032. Following this, they will have an additional 11 years to sell off existing stocks.