Ep. 2346 Svetlana Fedoseeva of Nachalo Wine Group in Tashkent | Asia Wine Market: Almaty Special Edition

Saitanya is a master of technology and winemaking. She's one of the founders of the first wine club in Tashkent, the country's major city, and runs the first trendy wine bar in Uzbekistan called the wine bazaar. For today, our three key learning objectives are first of all, we are going to understand the evolution of wine culture and consumer awareness in Uzbekistan. Second, we are going to learn about the import and distribution landscape And third, identify current trends, gaps, and opportunities in Uzbekistan's wine market. Okay. So let's dive in. Welcome to Asia wine market. Almaty special edition with me. Your host Rosa. In this special series, we're exploring the growing wine culture of Kazakhstan, with almighty at the heart of it all. Each episode will meet with Italian wine professionals in quarters, Psalms, and producers who are shaping the future of wine in central Asia. Whether you are a winery looking to expand into new markets or a local expert curious about the market dynamics, you are in the right place. Hello, and welcome to Asia wine market, almost a special edition. Today, I am joined by a special guest, Svetlana Fidesiba from Uzbekistan. Svetlana is a master of technology and winemaking, currently pursuing her WZ diploma. She's one of the founders of the first wine club in Tashkent, the country's major city. She also manages the events of the bartender and wine professionals association and runs the first trendy wine bar in Uzbekistan called the wine bazaar. So welcome, Svetlana. We're very happy to have you here today. Okay. Welcome for everyone, and thank you for the invitation. It's really important for me, and of course, for my country too. Thank you so much again. Thank you again for your time. Before we dive in into our main topics of discussion for today, please tell our listeners how do your journey into the world of wine begin and what motivated you to join. Okay. So it's really easy for me to explain it because, I had graduated from Mo Moscow State University, food production, and after that, technologists and management, And right now, I am really one professional technologist. And for me, of course, it's possible to work as a winemaker, but I decided to want to be changed on my ways and go to the different somebody accrues. Of course, said, WCT and Scott Topilja. And of course, I had one other person for all time motivated me and told me that it's it's really interesting to be wise familiar, white technologists because it's a really unique professional. If you talk about Russian federation, if you talk about Asian country, right now, I, lived during seven years in Uzbekistan, and people who surround me every time told me and promotion need to be more power full and more interesting and developing quality Institute. Okay. So you are originally from Russia. And seven years ago, you moved to Uzbekistan. Yeah. Okay. Got it. Could you also tell us about your current projects? So right now, I have three different projects. First of all, we opened two different wine place. First of all, one of the interesting modern wine bar, and other, it's one restaurant. I have a really unique investor who decided to open and twine company too. Because of course, we have these, fifteen different twine companies in Uzbekistan, but we don't have unique wine. It means wine industry he is developing. We don't have wine from Portugal from a lot of different countries. And of course, we don't have a biodynamic wine, organic, and Samsung Union. The first reason why we decided to open wine company and, to wine place. And, of course, we open wine school too. Because it's really important if you would like it to develop with you and your customers. And of course, so we organize different project. It means devastation and other things, which is possible for us to developing our customers first of all. Okay. Thank you. And you said wine important company? Yep. It's already operates? Yes. Of course. What is the name of your wine important company? Machalla, wine group. Okay. Got it. Thank you so much. Yeah. Yeah. It's really strange, but, our wine restaurant's called La Chala, the second one bar wine bazar by La Chala and now our wine company, Nacho wine Group. Well, even in the name, everything is connected. Yeah. Yeah. Yeah. Okay. Yeah. Got it. And also, could you please give us a brief overview of Uzbek. It's population, major cities, maybe something else that will be helpful to understand the market context. Yeah. Of course, it's not a problem. So, first of all, in Uzbekistan, near the thirty five million people, but we talk about, really big cities. It means, Tashkans. It's near the three million, but I think it's a little bit bigger because we have a lot of not tourists, but located, and other guys who just to work by the contract and summer camp. It's to be sitting as usual, we try to be more developing than by other. If you talk about, our weather, it's hard, of course, for winemakers, first of all. And, of course, they are hard for people who don't understand what it means to have an assignment period with plus sixty six degrees. It's crazy and, it's possible. But sometimes in the retail period, so we have minus twenty five. It was, two years ago. It's completely strange because as usual people could just leave it here, tout So during winter period, we have plus two, plus five, but if you talk about minus degrees, it's crazy, and everything is stopped here. It means cars, afterwards, and, other things. It's hard for us. It's something Interesting. Maybe we talk about products, first of all, because we have a lot of amazing fruit and amazing greens. And, of course, we have really here at gastronomic cultures, but all of these, if you talk about love, about some, about Shashlik's, it's a little bit fatty, but so delicious. Yeah. That's true. Here I have to give kudos to Uzbek cuisine. Uzbekistan has its own very rich cuisine, but also because Uzbekistan, again, same as Kazakhstan is a post Soviet country. That is why both of the countries, we actually have cuisines of different cultures. It's a kind of normal for us to eat something from Uzbekin in the morning, during the lunch, eat something from the Russian cuisine, then in the evening, eat something, I don't know, Korean, maybe. So it's kinda normal to us. Oh, you know, it's true. You know, the local guys, so I really love it scoring and and to, and, I think we can eat it every day. Really spicy. So related issues. People got used to different types of flavors in the food. That is to say that it's a very big opportunity to introduce some new wines, new styles to people from our countries care. Yeah. Yeah. It's it's really true because if you have a different type of cuisine, not so local, and of Korean, of turquoise, it's important for us to mix. So we put bearing wine and food. And so we have a lot of good activities here for this. And I must have misheard. You said sixty six degrees or thirty six degrees? Sixty six in summer period. Really? That sounds crazy. Like, sixty six degrees Celsius. Right? Yes. In July, as usual, it's, will be, but for my, seven years here, it's, was twice. But it's usually, it's near the fifty, forty five, but it's hard because I really, a dry climate here. Even forty five to fifty degrees is kinda normal. It is your summer normal. Yeah. It's classic. Alright. Got it. Okay. Thank you for sharing all that information. For today, our three key learning objectives are First of all, we are going to understand the evolution of wine culture and consumer awareness in Uzbek. Second, we are going to learn about the import and distribution landscape, who are the major players there, what drives their decisions, and how international producers and especially Italian can successfully enter the Uzbekbec market. And third, identify current trends gaps and opportunities in Uzbekistan's wine market, especially regarding local demand and the perception of Italian coins. Okay. So let's dive in. To begin, I would like to start with Uzbekakistan Weinstein in general from your perspective. How has wine culture in Uzbekakistan evolved in recent years? And how is wine perceived today? And what trends are you seeing in consumer behavior? So if compared to what has happened during seven years here, it's completely different ways. My first time here, when we are moving to different local supermarkets, you can see wine, blue wine. We have a special shops for alcohol. First of all, when you move in alcohol shops, what you are the nothing specials? It's mean it's classic, brand, so we share everyone to know. Means, if we talk about champagne, it's, okay, here we will have Zaneen, we will have Vietje. So nothing special, nothing interesting, fantastic, and base. It was really difficult for classic wine lovers for me do, but during this step by step, a lot of tourists with it's uzbekistan. First of all, and for us, it's really helped to developing our wine market. Right now, we have, more than, fifteen one companies six years ago. It was on history. And so we do well and clean. So we have something new, something interesting. And right now, people laugh and decided to understand what they need to dream here. It means it's not classic situation when please briefly something. No. They open wine lists. They ask you about different grape varieties and different styles. So, actually, the consumers, they also became more curious It's not just they rely on the family only. Sometimes they afraid so many restaurants. It's a classic because, they don't know who is good, who is not good. And it's step by step. When you talk with your customers, they believe that you are really professional, person, And after that, it's possible for you to good, connect with them and, give a really important why for him. But classic customers right now, they work with wireless. It means they open and understand what it means, pinot grisro, what it means, signo Brown from New Zealand, what it means are the grape varieties. Right now, we understand what it means, red grape varieties, so that means white grape varieties. For our country, it's truly amazing because seven years ago, they don't know nothing about it. Yeah. That's true. That's a very good evolution. That's a very promising evolution, I would say. And talking about the consumers, who are the typical wine consumers in Uzbekistan today? And are you seeing any growing interest from certain groups, like maybe younger generations, people under thirty years old or women, or it's more like wine professionals. So talk about our customers, people who drink good wine, it's a little bit older than the thirty five years because it's people who just it's possible for them to traveling, traveling for European country and from maybe Asia country and drinking wine. Next steps as the people who just work here for the contract. It means guys from European country, guys from other country because they are traveling too, and they prefer to drink wine. Are they taking care of group with tourists, but of course, they are drink local wine And I think it's not junk generation. January, can you prefer more cocktails? But for the wine, they are not ready right now. Yeah. That's true. That's actually the situation in the whole world, I think. Yeah. And also the same in our country when I talk to Ratmir from Kazakhstan wines and spirits. He also told us that the classic consumer of their wine products, like their wine bars, wine restaurants are thirty five to forty years old. Yeah. Yeah. It's the same. It's more or less the same. Yeah. You also launched the wine school that you already mentioned. You didn't mention the name. It's called no name wine school, which is now a key space for wine education. As far as I know, it's one of the first wine schools in Uzbekistan. So what kind of people come to your classes there? Are they mostly professionals or their wine enthusiasts, beginners, wine lovers who just want to deepen their knowledge? Yeah. We have a really strange name. No name because so we decided to explain that for us it's not interesting brand for us. It's really interesting people who just teach you here and of course, interesting our customers. So when we open this project, of course, the first reason we talk about our stuff, about different waiters, bartenders, because they don't know about why nothing. And they ask a long period with please, Latlana, if you it's possible for you to open the wine school, you need to make it here. And, of course, there are our first five groups. It was guys who just work in a hospitality. After that, people was our customers in wine restaurants and wine bars starts to have education. It's a familiar truth. It's not a really familiar course. We have a different programs, and the first really easy programs for our customers, and they really love it. Because it's more simple for them. We are starting from different grape varieties, different types of the wine, and people, so really love it. I love, our teachers, and it's really interesting communication with them. Because if you talk about six years ago or more, people don't have nothing in central and east. And could you tell us what were the most successful programs so far? Maybe some particular regions or maybe some particular grape varieties? Introduction course. Because people decided to to start. Yeah. But if you talk about guys from hospitality, they prefer countries. They prefer France and Italy, of course. Thank you for sharing all those insights. About the consumer groups. Let's move on to import and distribution landscape. Could you please give us some names? Who are the major wine importers and distributors in Uzbekistan today? And what do they look for when choosing international wines. First of all, I think I need to talk about three bigger wine company here. First, it's Leon, who work with wine and high alcohol too. They have a big brands we talk about, champagne. It's Armandebri Young, Don Perion. They have a lot of groups from Italy. As I have Guido Alberto, it means to listen to the sound Guido. As I have, if you talk about France, it's, maybe whisper on Angel. For the discount. They have a pencil to brands. I think if you talk about one of the bigger, it's a half everything. Because people who just, customers here, first of all, think about brands after that's about what they're doing. The can tell why a company who's a really big tool. It's Salbito. It's a company who start from Barack Village, more than sixteen years ago. It was, the first one company on us because time. We talk about Italy, the work we Planeta. They work with Zanyin, and, they have for other big brands. It means, Qatar, and, but on this year, if you talk about France. And the third wine company, it's Bellegroup, you talk about wine, and have a high alcohol in subtle distribution. They had to a little bit different company. It's really bigger. And so, of course, they work with big brands if you talk about market. The first reason why when we open our wine company, we just start to work with, a little bit smaller group. Because it's more interesting for us. We talk about biodynamic or dynamic and other things. Okay. We're going to talk about this recent trends a little bit later, but for now, I wanna ask you a question about your company as well. Let's talk about your portfolio. What is the percentage of Italian wines in your portfolio? And what are some of the names, labels that you already have? I think it's a quote. Proteins, I should see the twenty percent because local customers love italian wine. I can tell about, Katilatramine. We will have, and something other company, but it's mostly good. Okay. In your opinion, what are some of the main challenges that international producers brands, especially Italian ones face when trying to enter the Uzbekistan market. I think it's transportation because if you talk about our countries, it's so really long time. If you are just, I would like it to put everything into one country after that, we need to put different labels, if our rules, and, after that transport. It's so really long and, difficult for us. Of course, if you talk about price here, if you are buying, neither two euro, price here, it's neither eighteen euro. Eighteen sometimes twenty. It's the first reason why it's difficult for us to promotions wine and talk with our customers. Oh, it's really cheaper to drink wine. No. It's not cheaper. If compared with Wisconsin, the price, it's twice, it's higher here. Okay. Got it. And what about the tariffs and taxes? In Uzbekistan. Of course, like, the logistics cost for you is super high. I can understand that, but also taxes and tariffs might be a big issue. Right? Yeah. But, during this years, our government decides it, to change practice. And it's, a little bit lower than two years ago because our government understand that we needed to promotion wine because a lot of tourists traveling here, and so their promotions not only local wine and try from different cultures to, but tax here is really higher. But I think more important for us, it's just like a stick. Okay. Got it. Let's talk about some opportunities now. In your opinion, what are the most promising opportunities for Italian wines in Uzbekistan? And are there any specific styles, maybe some price points, or maybe some regions that could do especially well in your opinion? You know, it's really popular here. Of course, I think, you talk about this contrast for the start while in a way. Of course, it's been a great job. People love it. The love it, Kianci, because it's just the name. It's just really easy, the pronunciation. And, of course, for psycho, it just three different types of style, which people is usually love it here. And, of course, they love it super tuscany wine. They know, and they know, because it's a big brand. And if you talk about people who just start their way means, one way. They prefer to start from red wine from the bulla, you know, wine from the bulla, from the primitivo, and sometimes, okay, the infantile is the way people love it here because it's more sweet, more understandable, more powerful for them, and, of course, it's good for us. Because people start from this. If you talk about white wine, people will start to drink more white wine here, if you talk about summer periods because it's, of course, it's just a letter. In a regional, sauvignon Brown, from Centin' Alta, it's a perfect of recombination for that summer period. And of course, for our customers too. Yeah. You just mentioned, but from price point, it's not challenging for consumers to go for, let's say. You know, if compared to price or a classic pin agreed Joe from the world from twenty nine to larger or anti classical Proseca, it's usually the same price. Oh. It's near the twenty five year old for the bottle. If you talk about one of the cheaper wine, as usual, we are drinking in Italian and a little bit middle price in Italian. When you are bringing a dishes wine, in Uzbekistan, it's a little bit at the same price. Maybe it's different two euros or three euros maximum. Okay. Got it. But besides those popular styles or popular regions, do you think that any other regions that are still under explored by consumers in Uzbekistan would have a great opportunity in the market. They're not that popular now, but given the opportunity or after putting some more efforts into marketing, for example, those wines would get bigger market share in the future. Yeah. Okay. So three years ago, I start work with our customers a little bit bigger than, other years. And so people here don't drink nothing. It means they know about pro cycle and champagne. After one year, they understand what it means cover. What it means is that because I really love it. And I think the next step for us is Frenchi Corta. I believe it's a Frenchi Corta and other sparkling wine, which is a new trend here because of course bubbles, hot weather, climates, it's really good combination here. Yeah. I hope all the next new trends will be arribal or jalap because we bring arribal or jalap, and I think it's really interesting to open a disease, grape varieties for our customers. First of all, of course, it's good combination with the local foods and of course, because I love it. Sometimes even though in the beginning, you might not have good financial results by selling some of the wines that you love. At least you're having fun at the same time, not just making money, but also having fun and getting something that you, like, Yeah. Yeah. Because people believe it, you, and if you love something, if you toggle it, it's really boot wine. You need to taste it. People taste it. And after that, it's allowed. Yeah. That's true. We just need to set a good example and talk about the wine that we love with passion. Yeah. Yeah. I think it's contagious. People just get this passion, the way that you talk about wine, they get excited by it, and then they are ready to try. Yeah. It's true. And, if you have a wine bar, it's possible for you to open different bottles for the tasting and after that, okay, you can prepare with blind tasting people. Okay. What is this? I don't know about these grape varieties. Yeah. I love it. I love this is emotion. Okay. That was a very good transition to your wine bar. So how do you use this space to engage and educate your consumers? And how do your guests typically approach wine when they visit what I mean here is maybe they feel intimidated by the choice because as a wine importer, you must have a great choice of different wines. Do consumers feel intimidated or maybe they're a little bit more curious about something new or maybe they're more conservative in the beginning when they choose wines. You know, that wine customers here a little bit close the club. What it means, each of them, know each other. And, when we open our doors, so for the customers, first of all, okay. Oh, sweet, Nana, oh, andrey because, they know us. And they believe it, that we can bring something, it will think about wine, and they understand that could be blind tasting. But it's our customers. But if you talk about new wine customers, okay, it was time it was short because it's one of the bigger bar here. We have the bigger wine storage and people. Wow. It's amazing. A lot of wine. And, of course, it's a little bit time. Step by step, we start to talk. And, of course, first of all, they start from Pinan Redro, from Sanjay from New Zealand. It's a classic situation from the customers here. But step by step, you give something new grape varieties. It's something new. And, after that, of course, they would like to move from the riesling. Maybe sometime from Shumblings and Sarah, but still, drinking something new. If you talk about local local customers, when they are moved to a wine bar, they start from the wine by the glass. From wine by the glass, as usual, of course, we have quite from the Italy. Pinagreed joe Kianti or something from the Sicily. It's, easier for us to talk with customers. What it means, this way for us is what it means is a slime portfolio and it's perfect. But step by step, we need to time because people sometimes a little bit time and think about, price of course, first of all, and the second is about no name brand. If they know about it, we need time. Again, I think it's a typical situation for our countries. Yeah. Yeah. But it's, really easy for us because our customers ask about a different wine negotiation, wine dinner in the Monday. The five for May, we have them by Rosa. And a lot of guys who are makers from Italian move here, and we organize of course wine dinner. Because people love to talk with winemakers. And of course, we're open for these collaborations with wine company and, we made it. Mhmm. It's a new ways from countries and for customers. Yeah. That's true. Again, with the amount of wines that assault on the market and with the amount of good wines that assault on the market, we have to think about different ways of marketing and actually the dinners with wine makers is also it's a good way to to see the person behind the bottle. Yeah. Yeah. Yeah. It's true. Okay. Now coming back to some trends. You already mentioned organic biodynamic wines is it already a trend in Uzbekistan too? Or it's just something that happens in other countries, but in Uzbekistan, it didn't reach yet. And people actually don't care that much. About organic biodynamic wines? I think we are ready for this step because if compared to our customers right now and therapeutics Bong, it's completely two different peoples. And right now, they ask about hungry varieties, new style, and biodynamic organic, maybe but not style. It's a type, which we don't have here. But when we open wine company, we will have it here. And people like different experiments with this. I think that people are ready, but not something that is crazy wine, something classic, but with new trend step by step. It's not possible for us to bring unfiltered twine with, I don't know, this cabbage aroma profile, really oxidation, it will be really hard. But if we have a not a unique style, but, okay, biodynamic or organic ways, it's possible for us to have it in one portfolio. And so, of course, to breaking inside here. So something closer to classic flavors. Yep. Okay. Got it. And what about Nolo wines? So, you know, it's a new trend. First of all, we, muslims country, and, of course, a lot of guys who would like it to organize different, big market here. Sometimes they disliked it to green wine. But we need to have a toast with glass of the wine. It's the first reason why we will have no alcohol. It's a new trend. We have a sparkling. We have red, white, and, of course, no, the whole beard too. I think in our country too, it's not just trend. In some cases, it's a necessity to have these kind of wines due to the specificity of our markets, I think. Right now, all why in a company here have no alcoholic wine. It's really a big trend, but compare it to his classic wine. Of course, I'm not a big fan because it's really difficult to save for a remote profile and white characteristics. I have my favorite two brands, which for me it's more classic. But sometimes, of course, it's not zero alcohol. Yeah. It's a little bit zero point one. Sometimes zero point five and it's difficult for Sarah here. Mhmm. Okay. Got it. It's almost time for us to wrap it up, but before doing that, could you please tell us just briefly how are Italian wines perceived by your customers or Italy in general. You know that here people love Italian cuisine. We're really a big fan, pizza, pasta, or other smalls, or maybe sometimes people lovearantini, and we have a lot of Italian restaurants. And I don't know, maybe it should three weeks. We were happy with something new. And, the first reason, why people love to drink Italian and why. If you talk about something classic, I thought about it. Yeah. We have been a grigio or maybe something yankee and other classic varieties which people to start. But, of course, people prefer to understand something a little bit more. It means barolo, Barbara, for us, it's a new trend. It's difficult to understand it before our customers. What it means, barolo, a little bit not easy for drinkable. But if you talk about one of the bigger for the volume, it's something easier, something drinkable and understandable. I think it's price. So if you talk about Italy segment between two or maximum five euro for the bottle. But here, of course, it's the price is higher. Well, yeah. We shouldn't forget to mention that every time because of our geography, the logistics is not helping us, let's see. Because I have a lot of Italian friends and whether visit, uzbekistan, Oh, no. Twenty five euros. I didn't use wine tomorrow. It was maybe for maximum. Why? Because it's a biggest time. Well, yeah. That's true. Okay. Again, thank you a lot for all the insights and for a very fun conversation. Before we wrap up today's episode, I've got some rapid fire questions for you. The first question is, what's one key thing Italian wineries should keep in mind when entering the OSbeck market? I think Italian lawmakers need to organize more different events here because we are ready. Government's really ready for these two. And we need to move promotions. The barossa for us really important meetings here and everyone to waiting it. Customers, laugh at all and while we're cruising with, all of this, which will happen. We need to promotions. And I think, the customers, drink something new. I believe it because a lot of great writers, a lot of region, and we need it. We need it. I believe it. Okay. I hope the Italian wineries will hear that, and we'll start doing more efforts to support you, to support people who are actually trying to wine culture. Okay. The second question is if you could introduce one new trend or grape variety to Uzbekistan, what would it be and why? Yeah. Yeah. I don't about it, you know, for me, it's really a lot of data. I believe it's, important way for writers for us. So first of all, I love it, and it's good for a combination with food. And of course, the next trends in twenty quarter, we need to promotion sparkling here. And, I believe I believe that's new to style in this biggest time. Okay. Thank you. And the third question, which is not related to wine. So if you weren't working in wine, what other profession or industry could you see yourself in? I think I have it right now because, okay, my other first professional is to be a souvenir. I really love it or be nice different events, educations, but my second choice is just open something wine. It means wine bar. Managed it, open and decided which cuisine we will have here. I don't know which glasses or which tables and other things. It's really important because if you have a good combinations, with wine, with food, with atmosphere, with music, with decoration, I think I combinate everything. And right now, I have really important professionals for me, and I don't believe it, but I are happy right now. So anyway, we came back to wine. To wine and dining. Yeah. Yeah. Yeah. Wine and food. What I needed? Nothing. Good foods, good wine. Other professions do not exist. Only wine and dining. Yeah. Yeah. It's true. Okay. Thank you again, sweetlana. That was a very insightful conversation. First of all, I live in a neighboring country, but even for me, it was very insightful. And I believe that telling wineries who will be listening to our conversation, as well as their export managers will find it useful for them. Good luck with bringing Rivo Lajala to speak on and making it popular, making it great. And also good luck with W. S. To global studies. Thank you a lot. Thank you for your conversations. Thank you for your invitation. It's really important for me. And, of course, for Uzbekistan. So I hope the next years, we will be more successful with, while from Italy. And, of course, please guys, informakers. Right? I think we can find for you good wine company who brings your wine in Las Vegas time. Alright. Thank you again. Thank you. Ciao. Ciao. Ciao. Thanks for listening to Asia wine market Almati special edition. Don't forget to subscribe and follow the Italian wine podcast wherever you get your parts. And if you are curious to discover more about the central Asian wine scene, join us at the Vineet Lake Kazakhstan Roadshow on July seventh. See you in the next episode. And until then, cheers from Almaty.