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Alone, Kazakhstan is far away. Five together, not so much.
Maze & Friends supported five Austrian wine producers in exporting to Kazakhstan: with a joint market trip, transport of the wines, brochures in English, Russian and Kazakh, and an event with the Austrian Trade Commission in Almaty. Despite the first wave of the coronavirus pandemic, three potential importers came on board.
Maze & Friends from Vienna supported five Austrian wine producers, including Kattus and Weingut K&K Kirnbauer, in exporting to Kazakhstan. The team organised a joint market trip and the transport of the wines, created brochures in English, Russian and Kazakh, and staged an event with the Austrian Trade Commission in Almaty. The result: three potential importers, despite an interruption caused by the first wave of the coronavirus pandemic.
Wine doesn’t sell from a distance.
Five Austrian wine producers wanted to export their wines to Kazakhstan: Kattus, Weingut K&K Kirnbauer, Weingut Strauch, Vinoweix and Weingut Tschermonegg. For that, they needed importers on the ground, who first had to be found. Our task as an agency was to develop a suitable solution for all five, from logistics to their presence in the market.
Our answer was a joint trip to Kazakhstan. On the ground, we wanted to explore the market, meet importers in person and present the wines where they would later be sold. That also meant transporting the wines, producing brochures in three languages and handling communication with local business partners.
“Why wine from Austria, of all places?”
The first question from importers on the ground, answered in workshops and conversations.
How the project ran.
Every Maze & Friends project runs through the same nine steps, from the initial call to reporting. The list shows what actually happened in this project.
01Analysis and decisionFive producers, one target market. The decision: appear together on the ground.
02LogisticsTransport of the wines from Austria to Kazakhstan organised.
03Brochures in three languagesSales materials in English, Russian and Kazakh, plus communication with local partners.
04Trip and workshopsProducers accompanied, importers met, workshops on the wine specialities organised.
05Event in KazakhstanTogether with the Austrian Trade Commission in Almaty, in a renowned hotel.
01Initial call02Analysis03Proposal04Briefing05Workshop06Approval07Production08Launch09ReportingLogistics first, then the glass.
We organised the transport of the wines to Kazakhstan and took over the marketing on the ground: brochures in English, Russian and Kazakh, plus communication with local business partners. On the trip, we accompanied the producers, helped them present their wines and met importers. Workshops introduced the importers to the wine specialities.
Logistics first
No wine, no presentation. We organised the transport from Austria to Kazakhstan so that all five producers could show their wines on the ground.
Three languages, one presence
Brochures in English, Russian and Kazakh introduced the wines and their producers. We also handled communication with the local business partners.
Workshops and event
In workshops, importers got to know the wine specialities. Together with the Austrian Trade Commission in Almaty, we staged a high-end event in a renowned hotel in Kazakhstan.
What the trip delivered.
Source: project documents.
Three things that last.
Easier together
Five producers share the trip, the logistics and the presence in the market. That lowers the effort for each of them.
In the language of the market
Brochures in the importers’ language show respect for the market and make conversations easier.
Persistence pays off
The first wave of the coronavirus pandemic interrupted the project. Three interested importers came out of it all the same.
Your project could be next.
In a free, no-obligation 30-minute call, we work out which of this fits your business. Afterwards, you get a fixed-price quote.
