Brandy instead of Cognac: Ukrainian producers must rename their drink by January 1, 2026
According to the Association Agreement with the EU, from January 1, 2026, the term "cognac" will be officially banned in Ukraine. Ukrainian producers are required to switch to the term "brandy." Not all manufacturers will manage to rename in time, which could have significant market consequences.
Source Forbes UA
This change in the drink’s name is driven by the need to comply with European standards. Industry experts estimate that consumer education and rebranding efforts could reduce sales by 25 to 50%, posing serious challenges for producers in the coming years.
The Ukrainian brandy market is expected to undergo transformation — some companies may struggle to adapt quickly, impacting competition and sales volumes. On the other hand, this shift creates opportunities for new marketing strategies and business development.
