Kazakhstan: New Frontier of Italian Wine
Written by Davide Gangi | Published in events, wine 
A young country, curious and eager to discover the charm of made-in-Italy wine.
In the beating heart of Central Asia, Kazakhstan is emerging as one of the most promising growth markets for Italian wine. A dynamic country, culturally vibrant, constantly evolving, where the curiosity of young people meets a desire for quality and authenticity.
It is precisely the new Kazakh generation that fuels this ferment: passionate young men and women, thirsty for knowledge, eager to discover what lies behind a glass. Young professionals, students, Ho.Re.Ca. operators, but also curious individuals approaching the world of wine with enthusiasm. And they do so with sincere eyes, with a desire to learn, to understand, and above all, to feel moved.
Vinoway International Masterclass in Almaty, organized in an absolutely perfect setting: the Rixos Hotel, a venue straight out of a thousand and one nights, a symbol of elegance and top-tier hospitality. Everything unfolded impeccably, thanks to the outstanding, exemplary, punctual, and professional work of the Vinitaly team, who handled every detail with the precision of a symphony conductor. An event orchestrated like a flawless concert, where every element — from the welcome to the service, from logistics to communication — helped create an atmosphere of rare harmony.
Our booth was literally swarmed by sommeliers, industry professionals, journalists, and many curious young people eager to get a closer look at the identity of Italian wine.
The tasting was conceived as a dynamic and engaging moment, intentionally avoiding excessive technicalities to make space for an authentic narrative filled with emotion, dialogue, and passion. An approach that won over the audience, thanks also to the invaluable support of an excellent interpreter, who was able to faithfully convey not only my words but my vision, my emotional language, and my desire for connection.
The audience’s engagement was tangible from the very first moment. Many enthusiastically showed me pictures on their phones of Italian wines they had tasted in the past, asking if I knew the producers and telling me how impressed they had been. It is concrete proof that Italian wine has already made a mark here, but needs to be cultivated consistently and with presence, through serious communication work.
Kazakhstan is not a market to be won over with a one-time visit or a lucky order, but with a long-term strategy. Producers aiming for concrete goals must invest in communication, show up, return, tell their stories, and build lasting relationships. Because here, more than elsewhere, wine is a human matter before a commercial one.
The interest in Italian wine is authentic, deep, almost reverential. Wine culture is in the making, and this is precisely the perfect moment to sow content, emotions, stories. A sowing that requires active presence, ongoing dialogue, and the ability to adapt to a curious and receptive audience.
Stevie Kim, Managing Partner of Vinitaly, states: “This year saw greater participation compared to the previous edition, also thanks to the sommelier competition that attracted both local and international professionals. In Kazakhstan, where the population is very young and wine is still relatively unknown, there is great potential: investing now can mean building a solid future. That’s why we’re working on two fronts: training local experts through the Vinitaly International Academy and communicating directly with consumers. In Chicago, on the other hand, the market is already mature but faces different challenges. The goal remains to strengthen the global presence of Italian wine.”
“Kazakhstan is a fast-growing market for Italian wine,” comments Martino Castellani, ICE Director in Almaty. “Since 2017, Italy has been the leading exporter, surpassing long-standing competitors like Georgia. Despite competition from cheaper and more traditional wines from the former USSR, Italian wine is appreciated for its quality, especially by the urban middle-to-upper class. Sales peaked at 17 million euros in 2023, with good prospects for 2025, despite recent challenges related to inflation and tax uncertainty. While Kazakhstan is a smaller market compared to Russia, it has strong potential, and it is important to keep promoting and raising awareness about Italian wine, focusing on variety and excellent value for money.”
Gianni Bruno, head of Vinitaly, declared: “Kazakhstan is an emerging, young market with growth potential, also thanks to its economic ties with Russia. The increasing purchasing power of the middle class fuels interest in Made in Italy, especially wine, seen as a premium product. Kazakh consumers are willing to spend even on high-end wines, although the uncertain global economic context — with wars and instability — requires caution. Bruno highlights that, globally, premium wines remain strong, while the mid-range segment is struggling. Vinitaly’s attention also extends to other emerging markets like India, while the main markets remain Europe and the United States, where — despite tariffs — Italian wine sales are expected to hold up well.”
The Italian Ambassador to Kazakhstan, Antonello De Riu, emphasizes: “Kazakhstan has strong potential for Italian wine,” stressing that Italy is already the top exporter in the country. The goal now is to consolidate this leadership by involving importers, distributors, and local HoReCa operators. With a very young population (over half under 25), the future lies with youth, social media, and a growing openness to international trends. Although wine is still perceived as expensive compared to spirits, products like Prosecco are already becoming symbols of special moments among young people. Made in Italy has great appeal, especially in fashion, and this very appeal can be leveraged to promote wine as an integral part of the Italian lifestyle and experience.”
In Kazakhstan, red wines are certainly the most well-known and in demand. Their structure, warmth, and color make them immediately recognizable and beloved. However, during our masterclass, it only took a tasting of a few refined Italian whites to see the participants’ eyes light up. They were almost stunned, struck by freshness, elegance, and unexpected aromas. It was one of the most beautiful and encouraging signs: there is still untapped potential, as long as this audience is guided with competence and passion.
The most emotional moment came at the end of the masterclass. After the last word, a brief silence, and then a long round of applause — many standing — sealed the experience with extraordinary emotional energy. A gesture not easily forgotten. A clear sign that something had shifted, that a bridge had been built.
The attendees were able to appreciate the productions of: Conte d’Attimis Maniago – Ronco Broilo, Cantine Federiciane – Vigna Cigliano Solfatara, Carvinea – Frugifero, Gianfranco Fino – ES, Sartori – Corte Brà Riserva, Argiolas – Turriga, and Famiglia Cotarella – Montiano.
Kazakhstan is not just a new market: it is a land ready to embrace wine culture with respect, enthusiasm, and active participation. A country that wants to learn, understand, connect. A country that needs to be accompanied, not invaded. To be educated with respect, not colonized with marketing.
Vinoway will continue to be present, with the heart, the voice, and the soul of those who believe that wine is much more than a product to be sold: it is a story to be shared, a culture to be spread, a bridge between civilizations.
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