By Roza Zharmukhambetova
As the year comes to an end, it feels natural to look back at the moments that shaped it. One of the developments this year was the launch of the Asia Wine Market series, a project that has now become part of our regular programming and, in many ways, a reflection of how we approach wine markets today.
The series began with an official media partnership with the Vinitaly Kazakhstan Roadshow 2025, which took place on 7 July in Almaty. In the lead-up to the event, we launched a dedicated podcast project titled Asia Wine Market: Almaty Special Edition, which aired throughout May and June. Coming from Kazakhstan myself, I couldn’t wait to bring local voices to the mic (and maybe sneak in a little hometown pride).
The idea behind this special edition was simple: to give space to local voices and explain the market from the inside, through lived experience rather than assumptions.
Guests at the Vinitaly Kazakhstan Roadshow 2025 in Almaty
What We Actually Talked About: Practical Market Reality
For the Almaty Special Edition, we recorded 11 in-depth interviews. Each conversation was designed with a slightly different angle, so that together they would form a layered picture of the market, not repetitive, but complementary.
Some guests spoke primarily about the professional wine community, others focused on importing and portfolios, while others emphasized hospitality, consumer behavior, and cultural context. What became clear very quickly is that these topics cannot be separated in real life. They exist in a single ecosystem.
People First: The Professional Community
One of the key voices of the series was Zulfiya Ibragimova, Portfolio manager at one of the leading wine importing companies in Kazakhstan, and the President of the Kazakhstan Sommelier Association. She spoke openly about the current state of the professional community, which I personally found impressive in terms of professional knowledge, growth, ambition, and international engagement.
The Semifinalists of the Italian Sommelier Challenge in Almaty
What came up again and again is that wine culture doesn’t magically appear with new labels on the shelf. It grows through education, exams, competitions, tastings, and international exposure. Importing alone doesn’t work without trained sommeliers and educators.
Few could disagree with this perspective. Like in any industry, everything is interconnected. Importers need professionals. Professionals need producers. Producers need context. One element simply cannot exist without the others.
Importers: portfolios, expectations, and reality checks
Most of my guests were representatives of key importing companies in Kazakhstan, and these conversations brought some of the most practical insights of the series.
They spoke about:
- how they select producers and what styles actually move in the market
- how portfolios are built and adjusted over time
- what those companies would like to add to their portfolios
- why certain styles work and others don’t (at least not yet)
Isa Ketebayev, Managing Director of Montebianco Almaty, placed the market into a broader historical perspective: “Italy was one of the first wine countries to start supplying Kazakhstan. Today we see a natural continuation, now they come to us. This shows new prospects for the market.”
That shift matters. Kazakhstan is no longer just receiving wine. The professional community is actively introducing new wines to the market and shaping demand. But (and this came up often) this is not a market for quick wins. Producers who succeed are those willing to invest time: in visits, training, joint events, and long-term positioning.
Hospitality and consumption: where wine becomes culture
Wine is not only about trade figures, price lists and portfolios, although, if we’re being honest, no amount of romance changes the fact that wine is still a business and needs to be profitable. And yet, wine truly comes to life in restaurants, wine bars, and, most importantly, through human interaction.
Alexandr Averianov, besides discussing the import portfolio of their company, Champagne Wine Gallery (the biggest wine store in Central Asia) and the restaurants he curates, also shared why personal visits from producers matter so much, not only for importers, but for sommeliers and service teams. Direct contact builds trust, gives context to the wine, and turns storytelling into something authentic rather than scripted. When you’ve met the person behind the bottle, the wine practically sells itself.
With Asem Tusupbayeva, wine columnist and PR consultant, we looked at wine through a cultural lens. We discussed how cultural context in Kazakhstan shapes wine consumption, communication and perception, from how wine is positioned socially to how it is talked about at the table. We also touched on differences in consumption patterns between male and female audiences, the importance of language and tone, and even how religious background can influence attitudes toward wine. It was a reminder that great wine alone is not enough; how you communicate it matters just as much.
One of my personal highlights was the conversation with Denis Salimzianov, Head Sommelier at Blanca and Astra restaurants within the ABR Group, one of the most successful hospitality groups in the country. (I’ll admit it: he officially made it onto my personal “professional crush list.”) Denis shared his insights on wine trends, explained how he builds wine lists, and which formats of tastings and events resonate most with guests. And, I have to say, the wine list at Blanca genuinely impressed me.
Beyond Kazakhstan: a regional conversation
One of my favorite parts of the Almaty Special Edition was expanding the conversation beyond Kazakhstan. We featured voices from Kyrgyzstan, Uzbekistan and Azerbaijan, and suddenly the picture became much bigger and much more interesting.
Yes, these markets are different. But they all share the same historical and cultural context, challenges, gaps, and opportunities. Education, logistics, trust, long-term thinking. Personally, I truly believe that together these markets are stronger and far more attractive for producers willing to invest time, not just samples.
From Almaty to Asia
After the Almaty Special Edition, the Asia Wine Market series continued in its broader format. We have already released episodes focusing on China, Hong Kong, Thailand, and India, each revealing very different dynamics, challenges and opportunities.
Each episode may follow a similar structure, but like wine vintages, no two conversations are ever identical. What remains constant is the goal: to listen carefully, to ask the right questions, and to stay practical while telling these stories.
All episodes can be found here: Asia Wine Market Series or whenever you get your pods!
Looking Ahead: cheers to the New Year
As this is our last blog of 2025, we wish all of you good health, wonderful wines, professional connections that grow into lifetime partnerships, curiosity about emerging markets, and, of course, impressive sales growth across the globe.
A huge thanks to all our guests, guest hosts from the Vinitaly International Academy, and guest bloggers who contribute to the show. I hope to see you at the Vinitaly Kazakhstan Roadshow 2026, taking place in Almaty on June 29th!
Stay tuned to the Italian Wine Podcast. Like, comment, and subscribe on our social media channels and don’t forget to watch us on YouTube!
We’re always open to ideas on how to improve and what conversations to explore next. Message our hosts with suggestions or just to remind us that we’re doing a great job (we all need a little pat on the back sometimes).
Cin Cin!!! See you in 2026!
