Star Wine List launches Central Asia guide with new ambassador, Artem Lebedev: "what is happening is very promising"
As we launch our first guide to Central Asia, meet Star Wine List’s newest ambassador, Artem Lebedev.
Russian-born Artem Lebedev has lived in Almaty, Kazakhstan since 2018, after years spent working and travelling across Europe. A sommelier, wine ambassador and educator, he is a passionate promoter of wine - and wine culture - in Central Asia.
Artem brings a wealth of experience (and plenty of enthusiasm) to his role at Star Wine List - a chance to put some compelling new venues on our map. Explore our guide to the best wine bars and restaurants in Central Asia, here.
Welcome on board as our new ambassador!
"Thank you very much! I truly appreciate this incredible opportunity."
What are you looking forward to in your new role?
"Although I have spent a considerable amount of time in the region, starting my role with Star Wine List has allowed me to view our restaurant market from a fresh, more critical perspective. I’ve discovered that, despite the existence of some outstanding establishments in Central Asia, we still face a significant lack of diversity, innovative ideas, and overall quality. I see this collaboration with Star Wine List as a fantastic chance to help improve the situation."
Tell us, what is your story and how did you end up where you are?
"I hail from St. Petersburg, Russia, where I began my career in the wine sector around 2013. Following that, I lived in various European countries for several years. In 2018, I relocated to Kazakhstan, primarily drawn by ongoing wine projects and the immense potential I saw for developing a wine culture in the region. Most of my accomplishments in wine have occurred here, including receiving my WSET diploma and becoming an Italian Wine Ambassador. Together with my partners, I established the first sommelier school in Central Asia, created the Sommelier Association of Kazakhstan, and engaged in numerous wine activities. We continue to expand our efforts into neighbouring Central Asian countries."
How would you describe the wine and restaurant scene in the region?
"Central Asia is vast, with many inhabitants living outside major cities. In these remote areas, you might not find fine dining but, rather, cultural gems of authentic cuisine. However, due to various factors such as religion and economic conditions, wine is often not available in these regions.
"By contrast, the wine and restaurant scene in larger cities is experiencing exciting developments: local cultures are beginning to merge traditional dishes with both western and eastern culinary approaches, often pairing them with wine. I believe that what is happening now is very promising. However, we are still at the early stages of our wine journey."
What are guests interested in - what wines are they drinking?
"Mass tastes tend to lean towards eastern-style wines, where fruitiness and residual sugar reign supreme. Varietals like Sauvignon Blanc, Primitivo, and those from the Caucasus region are particularly popular.
"For more sophisticated consumers, the offerings are rather classic, featuring Champagne, Bordeaux, Burgundy, Super Tuscans, Rioja, Ribera del Duero, California wines, and other renowned New World selections."
What are your plans going forward?
"My primary goal is to connect the various countries of Central Asia and foster the growth of wine culture both within and beyond the region. I am actively working on this initiative.
"My colleagues and I recently launched a Central Asian sommelier competition that unfolds in stages across different capitals across the region. We also provide training for interested sommeliers, to aid their market development, and invite the best participants to other countries to facilitate cultural and knowledge exchanges in the world of wine. Ultimately, we aim to showcase this to a global audience."
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