Episode Details

Welcome to Episode 2360 and the fifth episode of the new special series focusing on the Asian Wine Market. In today’s episode, Roza Zharmukhambetova interviews Asem Tusupbayeva to explore consumer behavior in the Kazakh market.

Key Learning Objectives:

• Discover local wine producer ArbaWine.

• Understand consumer profiles and behavior in the Kazakh market.

• Explore emerging opportunities and perceptions of Italian wines in Kazakhstan.

Asia Wine Market is a new podcast series from the Italian Wine Podcast that explores the fast-growing wine markets across Asia. Designed for wine professionals, importers, and producers, the series highlights regional trends, consumer behavior, and business opportunities for Italian wine exports.

Through 10 exclusive episodes, this series offers insights from key industry players and builds up to the Vinitaly Kazakhstan Roadshow 2025 — a strategic event connecting Italian wineries with Central Asian wine importers, sommeliers, and distributors. Whether you're looking to enter the wine market or expand your brand presence in Central Asia, this series is your starting point.

Today’s guest: Asem Tusupbayeva

Asem is an independent wine columnist, PR consultant, and producer of wine events. She frequently organizes and hosts wine tastings, using these platforms to promote wine culture and education. In addition to her many roles, she currently serves as the Head of Marketing for the Kazakhstan Sommeliers Association, where she plays a key part in shaping the public perception of wine and supporting industry growth throughout the country. She also has hands-on experience managing a local winery, and overseeing marketing management in a wine shop with a range of 700 labels from all over the world. 

Connect:

Instagram: https://www.instagram.com/asem_kosem/ 

Today’s host: Roza Zharmukhambetova

Roza Zharmukhambetova has a background in foreign languages and education. She discovered her passion for wine in Beijing, where she gained two years of experience in wine sales. Since returning to Kazakhstan, she has focused on studying Italian wine and exploring its regions. 

Roza holds certifications as an Italian Wine Ambassador (VIA), Italian Wine Scholar (WSG), Langhe Wines Ambassador (BBA), and Valpolicella Wine Specialist (VEP). She is also a member of the Kazakhstan Sommelier Association. Since late last year, she has been a member of the Italian Wine Podcast (IWP) team, contributing her passion for Italian wine.

Connect:

Facebook: https://www.facebook.com/roza.zharmukhambetova

Instagram: https://www.instagram.com/le_vin_enrose/

LinkedIn: https://www.linkedin.com/in/rozazharmukhambetova/

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