"Armenian Brandy" in Question: Jrbashyan Criticizes Approach to Aging Standards and Methods
YEREVAN, April 20. /ARKA/. Tigran Jrbashyan, the Director of Management Consulting at Ameria, has voiced his criticism regarding the Armenian authorities' stance on the standards for producing 'Armenian brandy' under its geographical indication.
"I am curious about what Armenian producers 'know' that global brands are unaware of? What unique expertise do Armenian producers possess that is claimed to be a world-class innovation in brandy production under a geographical indication (GI)—specifically, the use of different types of oak wood for aging (in addition to traditional oak barrels)—while they aim to maintain their status as suppliers of high-quality alcoholic beverages?," Jrbashyan questioned in a Facebook post.
He raised concerns about the acceptability of incorporating oak wood alongside conventional barrel aging, pointing out that this practice could potentially compromise the stringent international quality standards for such beverages.
Jrbashyan drew comparisons between the existing and proposed regulations and those of leading global brandy producers, highlighting that several countries (including France, Spain, and South America) enforce more rigorous aging and labeling standards.
In his view, stringent regulations play a crucial role in enhancing the international recognition of products.
He also expressed worries that Armenia's geographical indication standards might be more lenient than international norms and questioned whether such leniency is suitable for the long-term growth of the industry and the quality of the products.
Why brandy instead of cognac?
The decision to refrain from using the term 'cognac' for Armenian products stems from Armenia's commitments under the EU-Armenia Comprehensive and Enhanced Partnership Agreement (CEPA). This agreement stipulates that Cognac is a protected geographical indication (PGI) of the EU and can only be used for products made in the Cognac region of France.
The CEPA came into effect on March 1, 2021. The agreement includes a transition period to phase out the use of this designation in Armenia, along with technical and financial assistance from the EU to promote the new name for Armenian products. -0-
