The Armenian brandy is set to make its debut in the European market, according to an announcement made by Vahan Kerobyan, the Minister of Economy of the Republic. During a discussion on the state budget for 2024, Kerobyan revealed that this decision was made in collaboration with Armenian producers and branding companies. He mentioned that negotiations have taken place in recent months to ensure the success of this venture. Armenia is actively working with the European Union and France to establish an association that will promote the product and enable its distribution directly from the republic. However, strict quality standards will be enforced.

The establishment of such a facility presents several challenges, as highlighted by the minister. In addition to meeting quality standards, the task of convincing companies to produce products that align with these defined standards is equally arduous. Despite these complexities, Armenia remains dedicated to expanding its market reach and forging productive partnerships.

This exciting development opens up new opportunities for Armenian brandy in the global arena. With the goal of entering the European market, the country aims to showcase its rich heritage and expertise in brandy production. The collaboration between Armenian producers and branding companies demonstrates a unified effort to enhance the reputation of Armenian brandy and ensure its success in the international market.

Negotiations have played a vital role in making this vision a reality. Both Armenia and the EU, particularly France, have been actively engaged in discussions to establish an association dedicated to the promotion of Armenian brandy. This association will facilitate the direct distribution of the product from Armenia, ensuring that it reaches consumers in its purest form.

While the establishment of this facility may be complex, the benefits for both Armenia and the European market are undeniable. This strategic move strengthens the ties between Armenia and the EU, fostering economic cooperation and cultural exchange. Furthermore, it provides a platform for Armenian producers to showcase their craftsmanship and unique flavors to a wider audience.