Wine in Kazakhstan

PROSPECTS

Health and wellness trend shapes development of wine in Kazakhstan

The ongoing health and wellness trend in Kazakhstan has had a direct, positive influence on the growing demand for wine. Following healthy lifestyles, and having access to a wide range of information through trade press and the internet, Kazakhstanis are becoming increasingly health conscious and mindful regarding their consumption of alcoholic drinks.

Affordability and accessibility positively influence wine’s performance

Wine in Kazakhstan is supported by the category’s strong availability through modern and traditional grocery retailers. These channels tend to offer a diverse range of wine with a large variety of brands.

Still light grape wine generates highest volume growth in 2018

Still red wine and still white wine continued to dominate sales 2018, while still light grape wine recorded the strongest volume increase. Still wine in Kazakhstan remained unsaturated at the end of the review period, with the culture of wine consumption continuing to establish itself; still red and still white remained the most popular types within still wine.

COMPETITIVE LANDSCAPE

Wine remains highly fragmented in Kazakhstan

Wine in Kazakhstan is characterised by being a highly fragmented and diversified competitive landscape. Within a wide range of brands and companies that offer wine in Kazakhstan, it is difficult to identify an obvious leader.

Traditional grocery retailers is dominant distribution channel

During 2018, independent small grocers continued to be the leading distribution channel of wine in Kazakhstan. The popularity of traditional grocery retailers can be explained by the historically settled position of this channel in the country, and the strong presence of independent small grocers in small towns and rural areas, being located close to consumers’ homes.

Specialist wine stores record strong performance in terms of advertising and promotions

In Kazakhstan, the direct advertising of alcoholic drinks is prohibited. However, in 2018 it was noted that many wine stores/boutiques publicised wine due to wine exhibitions, sommelier master classes, and wine-tasting events that educate Kazakhstanis on the culture of wine consumption.

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