The "Unattractive Fate" of the Famous Armenian Cognac...

As the famous French proverb says, “Every cognac is undoubtedly a brandy, but not every brandy is a cognac.” It is this perception that underlies the manifestations of “French jealousy” towards Armenian cognac. In France, it is considered incorrect to label brandy produced outside the Cognac region as “cognac”, and this is enshrined in legislation. Due to the long-term pressure caused by this, Armenia finally gave in, agreeing to remove the name "cognac" from the labels of elite alcoholic beverages of Armenian origin until 2032 in return for compensation equivalent to 3 million euros. This decision is expected to impact the prestige and prices of Armenian brandy, which is gradually being "re-BRANDed".