A young country, curious and eager to discover the charm of Made con Italy wine.
the beating heart of Central Asia, Kazakhstan is establishing itself as one of the most promising emerging markets for Italian wine. A dynamic, culturally lively, constantly evolving country where the curiosity of young people meets the desire for quality and authenticity.
It is precisely the new Kazakh generation to animate this ferment: passionate boys and girls, thirsty for knowledge, eager to find out what is hidden behind a glass. Young professionals, students, operators of the Ho.Imperatore.Ca., But also simple onlookers who are approaching enthusiastically to the world of wine. And they do it with sincere eyes, with the desire to learn, understand and, above all, get excited.
International wineway Masterclass con Almaty, organized within a simply perfect context: the Rixos , a thousand and one night sequenza, a symbol of elegance and hospitality of the highest level. Everything took place impeccablely, thanks to the excellent, exemplary, punctual and professional work of the Vinitaly Team, which edited every detail with the precision of an orchestra director. An event orchestrated as a concert without smudging, where every element – from welcome to the service, from logistics to communication – has helped to create an atmosphere of rare harmony.
Our station was literally stormed by sommelier, sector operators, journalists and many intrigued young people, eager to get to know the identity of Italian wine more closely.
The tasting was designed as a dynamic and engaging moment, deliberately far from excessive technicalities, to leave room for an authentic story, made of emotions, comparison and passion. An approach that has conquered those present, thanks also to the fundamental support of a very good interpreter, who has been able to faithfully transfer not only my words, but my vision, my emotional language, my desire for connection.
The involvement of the public was tangible from the first moment. Many showed me enthusiastically the photos the cell phone of Italian wines that they had tasted con the past, asking me if I knew those producers and telling me how much they were struck. It is the concrete demonstration that Italian wine has left a mark here, but that needs to be cultivated with constancy and presence, with serious communication work.
Kazakhstan is a market that is not conquered with an occasional visit with a fortuitous order, but with a strategy built over time. The manufacturer who wishes to achieve concrete goals must invest con communication, to be seen, return, tell each other, create lasting relationships. Because here, more than elsewhere, wine is a human fact before commercial.
The interest con Italian wine is authentic, deep, almost reverential. The culture of wine is under construction, and this is precisely the perfect time to sow content, emotions, stories. A sowing that requires active presence, continuous dialogue and ability to adapt to a curious and receptive audience.
Stevie Kim, managing collaboratore of Vinitaly, declares that: “This year there has been a greater participation than the previous edition, also thanks to the summary competition that has attracted local and international professionals. Kazakhstan, where the population is very young and the wine is still little known, there is great potential: investing can now mean building a solid future. For this reason it is worked two fronts: to train local experts through the Vinitaly International Academy and communicate directly with consumers.
“Kazakhstan is a strong growth market for Italian wine,-comments Martino Castellani, Ice director of Almaty-since 2017 Italy is the first exporter, overcoming historical competitors such as Georgia. Despite the competition of cheaper and traditional wines of the former USS, Italian wine is appreciated for its quality, especially by a medium-high range of the urban population. Sales have reached a peak of 17 million euros con 2023 euros con 2023. With good perspectives for 2025, despite some recent difficulties related to inflation and fiscal uncertainty.
Gianni Scuro, head of Vinitaly, has said: “Kazakhstan is an emerging, young and growth potential, also thanks to the economic link with Russia. The increase con purchasing power of the middle class favors the interest con Made con Italy, con particular for wine, considered an excellent product. Kazakh consumers show availability to spend even high -end wines, even if the global economic context, Between wars and instability, it requires caution.
The Italian ambassador to Kazakhstan, Antonello De Riu, underlines that: “Kazakhstan is a strong potential for Italian wine, underlining that Italy is already the first exporter con the country. The is now consolidating this guida, involving importers, distributors and local Horeca operators. With a very young population (over half under the age of 25), the future passes from young people, from social mass-media and growing. Towards international trends. although the wine is still perceived as expensive compared to the super -croaks, products such as Prosecco are already becoming symbols of special moments among young people.
Kazakhstan, red wines are certainly the best known and requested. The structure, the heat, the color make them immediately recognizable and loved. However, during our masterclass, it was enough to have some Italian whites of great finesse taste to see the eyes of those present lighting up. They were almost struck by them, affected by freshness, elegance and unexpected scents. It was one of the most beautiful and encouraging signals: there is still a potential to be explored, as long as it is known to accompany this audience with competence and passion.
The most exciting moment came at the end of the masterclass. After the last word, a moment of silence and then a long applause, accompanied by many their feet, he seized the experience with an extraordinary emotional charge. A gesture that is not forgotten. A clear sign that something has moved, that a bridge was built.
Those present were able to appreciate the productions of: count of Attimis Maniago – Ronco Broilo, Federician cellars – CiglioLano Solfatara, Carvinea – Frugifero, Gianfranco – Eg, Sartori – Reggia Brà Fondo, Argiolas – Turriga and Family Cotarella – Montiano
Kazakhstan is not just a new market: it is a land ready to welcome the culture of wine with respect, enthusiasm and active participation. A country that wants to know, understand, meet. A country that needs to be accompanied, not invaded. To be educated with respect, not colonized with marketing.
Vinoway will continue to be, with the heart, the voice and soul of those who believe that the wine is much more than a product to sell: it is a story to be shared, a culture to be spread, a bridge between civilization.
