Horizon Kazakhstan
When we started planning our internationalization strategy for this year, we knew we wanted to look beyond traditional borders. We wanted to explore new, dynamic markets with untapped potential. That is how our sights landed on Central Asia, and Kazakhstan in particular.
Taking part for the first time in a trade fair of this scale, in a country so far away both geographically and culturally, was a challenge we embraced with a mix of excitement and healthy apprehension. What we found, however, far exceeded our expectations, giving us important confirmations and new prospects for our company’s future.
Kazakhstan: an emerging market with great potential
To outsiders, Kazakhstan might seem like an unusual destination. Yet a look at the macroeconomic data reveals a picture of remarkable vitality, making it one of the most interesting emerging markets globally. Before leaving, we studied the economic landscape in depth, and the numbers speak for themselves.
– Per capita income: according to the latest World Bank and International Monetary Fund (IMF) data, Kazakhstan’s GDP per capita has climbed dramatically in recent years, now standing at around USD 14,000–14,600 (with further increases projected for 2024–2025).
This is not just a figure on a spreadsheet; it translates into real, growing purchasing power and an increasingly discerning, demanding middle class eager to access high-quality international products.
– Economic growth drivers: this is not a temporary bubble. As highlighted in World Bank reports, Kazakhstan’s real GDP growth has been robust, ranging between 4.8% and 5.1% over the past two years. But the most encouraging figure for exporters is diversification.
Historically tied to fossil fuel extraction, the country is now experiencing a boom in non-commodity sectors. Trade, manufacturing, construction, and IT services are the new engines of Kazakh growth. The government has also launched an ambitious National Development Plan aiming to double the economy by 2029, improving the investment climate and streamlining trade procedures.
All these factors told us the time was right: Kazakhstan is a country in full expansion, ready to welcome international players capable of bringing innovation and quality.
Flawless organization and surprising turnout
Entering a new market often means confronting logistical and language barriers. And yet, even before we arrived, we were impressed. The organization of the event by the entire Vinitaly Kazakhstan Roadshow team was simply outstanding: perfectly managed spaces, well-directed visitor flow, and an attention to detail that let us exhibitors focus entirely on our job — telling our product’s story.
Since this was our first year taking part, our expectations were modest. It often takes time to become known and to carve out space among the industry’s giants. Instead, reality pleasantly surprised us: we were not expecting a turnout of this scale at all. Our stand was visited by many professionals, buyers, and curious visitors, all genuinely interested in understanding the history and craftsmanship behind our wines.
In this context, Italian institutions played a key role. We want to extend a special and heartfelt thank you to the staff of ITA (the Italian Trade Agency for the promotion abroad and internationalization of Italian companies) for their invaluable support — not only with logistics, but above all for their essential translation and cultural mediation services. Being able to convey the passion and technical detail of our work without it getting lost in the language barrier was possible thanks to their professionalism and dedication. We felt supported and proud to represent our country.
Our appeal: quality must not be sacrificed to price
Still, engaging with such a vast, rapidly expanding market, we noticed a dynamic common to many emerging countries: a strong pull toward “price-driven” products. Large volumes and rock-bottom costs often risk crowding out buyers’ attention.
As a company, we made a different choice — harder, but non-negotiable for us. We don’t produce at large scale, and we don’t cut corners on materials. At Zago, we invest time, research, and dedication into every single detail. This brings us to a reflection we want to share, one we hope sparks dialogue across the whole industry:
“We sincerely hope that large companies producing ‘price-driven’ products don’t end up shutting out opportunities for smaller producers. Businesses like ours can’t and don’t want to compete on price alone, because our real added value lies in focusing entirely on quality, conveying emotion, paying attention to detail, and showing all the passion behind our product.”
We firmly believe that in a mature, growing market like Kazakhstan’s, there is room for both approaches. Local consumers and distributors are refining their tastes. They are starting to look for the durability, aesthetics, safety, and story that only a product made with artisanal care and the highest standards can offer.
We invite buyers and business partners to look beyond the immediate price tag. Choosing a carefully crafted product means investing in long-term value, guaranteeing your own customers a superior experience. That was precisely our mission in Kazakhstan: to show that behind a slightly higher price lies a world of reliability, excellence, and passion that always pays off.
Toward new opportunities in the Kazakh market
We’re returning home with a rich haul — not just of experiences, but of tangible results. Our days in Almaty were intense, and the contacts we gathered were of the highest quality. We had the privilege of shaking hands with local distributors, entrepreneurs, and professionals who understood and appreciated our company philosophy exactly as we hoped.
Now begins the most delicate and exciting phase: nurturing these contacts, turning handshakes into solid, lasting partnerships.
Overall, our participation in Vinitaly Kazakhstan Roadshow 2026 closes on a positive note. We see this market not as a one-off destination, but as a possible new starting point. We sincerely hope to bring our story, our quality, and our vision to an audience that has shown itself ready to embrace it.
Thank you, Kazakhstan and Almaty, for the wonderful welcome. And thank you to everyone who made this first, unforgettable step possible. We hope it is only the beginning of a long journey together.
