Brandy means big business in Armenia -- it was the country's second-largest export last year, after the less drinkable copper concentrate -- so recent negotiations with the European Union over what to call the libation could have profound implications.
Yerevan and Brussels are currently negotiating the terms of a Free and Comprehensive Free Trade Agreement (DCFTA), part of a larger agreement that would help bring Armenia and the EU closer together. As part of the negotiations, Yerevan is asking that the EU allow it to continue marketing its brandy as "cognac," which is the name used to sell the stuff in many parts of the former Soviet Union, which remains the largest market for Armenian brandy. According to European law, the name "cognac" can only be used for brandies that come from the French region of, well, Cognac. Reports the Armenpress website:
“There have certainly been discussions and they still continue. If there is an agreement, we will let you know”, - said the Deputy Minister of Economy [Garegin Melkonya]. Melkonyan stated that all the parts of the negotiations on the Armenia-European Union Deep and Comprehensive Free Trade Area, which had not been finally agreed, would be passed to the next stage.
The Deputy Minister of Economy of the Republic of Armenia Garegin Melkonyan earlier informed that the word “Cognac” was protected by the European Legislation and was registered as a geographical indication. The Armenian side presented the European partners that cognac in Armenia was perceived as a kind of a product.
Meanwhile, for a bit of background on the role of brandy in Armenian life and about some of the lore surrounding it (there is an apocryphal claim it was a favorite of Winston Churchill's), check out this interesting article from the BBC.