Select Country Report
2025 Developments
Alcoholic drinks in Switzerland continued to see a total volume contraction in 2025, declining by 2% to 737 million litres, yet value sales remained resilient at CHF12.3 billion, as premiumisation and moderation offset routine consumption declines. The shift is primarily being driven by younger adults who are increasingly disengaged from alcohol, favouring lighter, less alcoholic products and accelerating demand for non-alcoholic alternatives, notably in beer, wine, and RTDs. Innovation in flavour, format, and channel—supported by the rapid growth of retail e-commerce and the rise of authentic, local brands—signals a more fragmented and competitive environment, where consumer health awareness, willingness to perform, and value consciousness drive purchasing behaviour. To succeed, brands must prioritise product development in non-alcoholic and lighter offerings, invest in digital and omnichannel strategies, and leverage both premium and value-positioned innovations to appeal to evolving consumer values and capture growth within an otherwise contracting landscape.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Switzerland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Switzerland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Switzerland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Switzerland?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Switzerland?
- How are products distributed in Switzerland?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Switzerland
2025 Developments
Key Data Insights
Heineken Introduces Ittinger Gold to Appeal to Young Adults Seeking Lighter Options
La Vigneronne Captures Premium Drinkers with Inclusive Non-Alcoholic Wine
Chart 1 La Vigneronne Launches Non Alcoholic Wine
Chart 2 Volume Sales 2020-2030
Chart 3 Volume Sales by Category 2025
Young Adults Reduce Routine Drinking, Boosting Non-Alcoholic Innovation
Spirit-Based Rtds Attract New Drinkers through Flavour Variety
Chart 4 Forecast Volume Sales 2020-2030
Chart 5 Forecast Volume Sales by Category 2025-2030
Feldschlösschen Resists Share Loss as Independents Gain Traction
Regional Breweries Attract Younger Drinkers with Local Authenticity
Chart 6 Company Shares 2025
Chart 7 Brand Shares 2025
Supermarkets Maintain Dominance as E-Commerce Benefits From Urban Demand
Discounters Attract Value Seekers
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 8 Economic Context for Alcoholic Drinks
Chart 9 Real Gdp Growth 2020-2030
Chart 10 Inflation 2020-2030
Chart 11 Consumer Context for Alcoholic Drinks
Chart 12 Population 2020-2030
Chart 13 Population by Generation 2025
Beer in Switzerland
Key Data Insights
Beer Summary
Lidl Elevates Local Loyalty with Swiss-Made Beer Launches
Feldschlösschen Redefines Refreshment with Innovative Non-Alcoholic Launches
Chart 14 Feldschlösschen Launches 0% Flavoured/Mixed Lager
Heineken Targets Young Adults with Lighter, Flavoured Options
Chart 15 Volume Sales 2020-2030
Chart 16 Volume Sales by Category 2025
Demographic Shifts and Regulation Drive Evolving Consumption Patterns
Non Alcoholic Beer Gains Traction as Traditional Preferences Wane
Chart 17 Forecast Volume Sales 2020-2030
Chart 18 Forecast Volume Sales by Category 2025-2030
Feldschlösschen and Heineken Adjust as Local Breweries Gain Ground
Chart 19 Company Shares 2025
Chart 20 Brand Shares 2025
Supermarkets Maintain Dominance as Discounters Lag behind
Coop and Aldi Expand Online Reach as Q-Commerce Accelerates Growth
Chart 21 Economic Context for Beer
Chart 22 Real Gdp Growth 2020-2030
Chart 23 Inflation 2020-2030
Chart 24 Consumer Context for Beer
Chart 25 Population 2020-2030
Chart 26 Population by Generation 2025
Cider/Perry in Switzerland
Key Data Insights
Cider/Perry Summary
Cider Attracts Younger Consumers of Drinking Age with Bold Flavour Launches
Incider Expands Flavour Range to Drive Engagement
Chart 27 Incider Invests in Flavour Experiments
Chart 28 Volume Sales 2020-2030
Chart 29 Volume Sales by Category 2025
Modern Brands Shift Consumer Preferences Towards Lighter Choices
Urban Events and Modern Pubs Drive Demand for New Flavours
Chart 30 Forecast Volume Sales 2020-2030
Chart 31 Forecast Volume Sales by Category 2025-2030
Ramseier Suisse Maintains Leadership as Modern Tastes Reshape Preferences
Chart 32 Company Shares 2025
Chart 33 Brand Shares 2025
Supermarkets Maintain Dominance with Broad Assortment
Alfies and Q-Commerce Operators Drive Online Sales Acceleration
Chart 34 Economic Context for Cider/Perry
Chart 35 Real Gdp Growth 2020-2030
Chart 36 Inflation 2020-2030
Chart 37 Consumer Context for Cider/Perry
Chart 38 Population 2020-2030
Chart 39 Population by Generation 2025
Rtds in Switzerland
Key Data Insights
Rtds Summary
Jartails Expands Consumer Occasions with Portion-Sized Cocktails
Chart 40 Jartails Launches Portion-Sized Cocktails
White Claw Peach Targets Flavour Innovation for Young Adults
Freesco Leverages Non Alcoholic Cocktails to Reach Adult Drinkers
Chart 41 Volume Sales 2020-2030
Chart 42 Volume Sales by Category 2025
Manufacturers Expand Spirit-Based Formats to Drive Future Growth
Non Alcoholic Rtds Attract Trial but Struggle for Repeat Purchase
Chart 43 Forecast Volume Sales 2020-2030
Chart 44 Forecast Volume Sales by Category 2025-2030
Diageo Suisse Sa Faces Rising Competition as New Entrants Drive Fragmentation
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Discounters Attract Shoppers with Aggressively Priced Rtds
Online Supermarkets and Q-Commerce Drive Growth in Rtds
Chart 47 Economic Context for Rtds
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Rtds
Chart 51 Population 2020-2030
Chart 52 Population by Generation 2025
Spirits in Switzerland
Key Data Insights
Spirits Summary
Freespirited Drinks and Rugenbräu Drive Innovation
Rethinking Spirits: Swiss Consumers Drive Surge in Non Alcoholic Options
Chart 53 Rebels 0.0% Rosso Launches in Switzerland
Chart 54 Volume Sales 2020-2030
Chart 55 Volume Sales by Category 2025
Younger Adults Reduce Routine Consumption as Shopping Tourism Persists
Liqueurs Maintain Their Lead as Non Alcoholic Spirits Expand with a Limited Share
Premiumisation and Cross-Border Shopping Reshape Value and Innovation
Chart 56 Forecast Volume Sales 2020-2030
Chart 57 Forecast Volume Sales by Category 2025-2030
Diwisa Secures Leadership through Acquisitions and Diverse Brands
Chart 58 Company Shares 2025
Chart 59 Brand Shares 2025
Supermarkets Leverage Assortment and Price to Sustain Lead in Off-Trade Sales
Drinks.Ch and Alfies Expand Reach as E-Commerce Attracts New Shoppers
Chart 60 Economic Context for Spirits
Chart 61 Real Gdp Growth 2020-2030
Chart 62 Inflation 2020-2030
Chart 63 Consumer Context for Spirits
Chart 64 Population 2020-2030
Chart 65 Population by Generation 2025
Wine in Switzerland
Key Data Insights
Wine Summary
Young Adults Drive Moderation and Reshape Drinking Habits
Still Light Grape Wine Retains Lead as Non-Alcoholic Wine Surges
La Vigneronne Launches Premium Non Alcoholic Wine to Widen Appeal
Chart 66 La Vigneronne Launches Non-Alcoholic Wines
Chart 67 Volume Sales 2020-2030
Chart 68 Volume Sales by Category 2025
Sparkling Wine Gains Prominence as Occasions Reshape Choices
Non Alcoholic Wine to See Dynamic Growth Despite Remaining Niche
Chart 69 Forecast Volume Sales 2020-2030
Chart 70 Forecast Volume Sales by Category 2025-2030
Coop Genossenschaft Extends Lead as Supermarkets Reshape Purchasing Habits
La Vigneronne Targets Inclusivity with Premium Non Alcoholic Wine Launches
Chart 71 Company Shares 2025
Chart 72 Brand Shares 2025
Supermarkets Maintain Dominance as Consumer Preferences Remain Stable
Online Supermarkets and Q-Commerce Platforms Expand Reach
Chart 73 Economic Context for Wine
Chart 74 Real Gdp Growth 2020-2030
Chart 75 Inflation 2020-2030
Chart 76 Consumer Context for Wine
Chart 77 Population 2020-2030
Chart 78 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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