From 2026, Ukrainian ‘cognac’ will change its labeling to ‘brandy’ in accordance with EU requirements

In 2026, Ukrainian producers of alcoholic beverages, who have been producing products under the name ‘cognac’ for years, will have to change their labeling to ‘brandy’. This is due to the implementation of European standards and obligations regarding the protection of geographical indications, which Ukraine has undertaken as part of the Association Agreement with the EU. According to these requirements, Ukrainian companies must complete the rebranding by January 1, 2026.

This is reported by AgroReview

Impact of the name change on the market and consumers

Industry experts note that the change of the traditional name of the drink and the need for a broad information campaign for consumers may lead to a decrease in sales volumes by 25–50%. Producers are already preparing for significant changes in branding and plan to update labels in accordance with the new standards.

“According to industry estimates, the name change and efforts to inform consumers may reduce sales by 25–50%.”

European standards and labeling requirements

According to European legislation, the designation ‘cognac’ may only be used for beverages produced in the French region of Cognac following a specified technology. For Ukrainian producers, this means the necessity to completely abandon this name for their products, as has already happened previously with the term ‘champagne’. The transition period lasted several years, but its completion is scheduled for 2026. After that, Ukrainian labels will only bear the designation ‘brandy’ or other options permitted by European standards.