“In accordance with the requirements of the Association Agreement with the EU, from January 1, 2026, the use of the name “cognac” will be officially prohibited in Ukraine. Ukrainian manufacturers must switch to the term “brand”. Not everyone will be able to keep up with the renaming, which can have significant consequences for the market. Source — Forbes UA The change in the name of the drink is due to the need to comply with European standards. According to industry estimates”, — write on: ua.news
In accordance with the requirements of the Association Agreement with the EU, from January 1, 2026, the use of the name “cognac” will be officially prohibited in Ukraine. Ukrainian manufacturers must switch to the term “brand”. Not everyone will be able to keep up with the renaming, which can have significant consequences for the market.
Source — Forbes UA
The change in the name of the drink is due to the need to comply with European standards. According to estimates of industry experts, informing consumers and rebranding can cause a decrease in sales from 25 to 50%. This creates serious challenges for manufacturers in the coming years.
It is expected that the Ukrainian brandy market will undergo a transformation – some companies will not be able to adapt quickly, which will affect competition and sales volumes. On the other hand, it opens up opportunities for new promotion and development strategies.
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