The Armenian government approved today a name-change for one of Armenia’s most recognized products, a key export – the Armenian brandy.
“Arbun” is a made-up word, which supposedly, is derived from the Armenian word for “drunq”, which sounds as “Arbunq.” Still, the word sounds odd even for the Armenian ear, and is certainly a marketing disaster for cognac producers in Armenia.
This has been a forced move, as, apparently France, the world’s biggest cognac producer, claims it has exclusive rights to the production of that drink. Pressure from France and WTO have forced the Armenian authorities to agree to the name change, even though I personally think the government should not give in without a fight.
Meanwhile, we have yet to see, how will the unfamiliar drink called “arbun” sell in the markets, where they expect to see the fine Armenian brandy – branded “Ararat” cognac.