Alcoholic Drinks in Switzerland
Euromonitor International's Alcoholic Drinks in Switzerland market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 158 | Publication date: Feb 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Alcoholic drinks market saw slight value and volume growth
The mature Swiss alcoholic drinks market succeeded in growing again in 2007, albeit only fractionally in both volume and current value terms. While almost all sectors experienced decline, beer performed well, recording positive growth in both volume and current value terms, which was the main reason why the alcoholic drinks market as a whole was able to post increased sales. The greater consumption of beer helped offset the lower consumption of wine. Consumption of spirits has stabilised at a high level in recent years.
Changes in living habits negatively impacted alcohol consumption
Even though sales of alcoholic drinks rose in 2007, the long-term trend is negative. As Swiss consumers become more and more health conscious, they are changing their living habits, opting for mineral water and other soft drinks of alcoholic drinks. On-trade outlets are also less frequented. Unlike in the past, Swiss people, stressed out by their hectic lifestyles and busy working schedules, are increasingly choosing to visit gyms or go jogging, instead of going to bars or pubs. Alcohol consumption has been reduced among the majority of Swiss citizens. Nonetheless, the Swiss drink large amounts of alcohol. Almost 50% of 15-34-year-olds drink too much and too often at social group events, especially at weekends. About 300,000 people in Switzerland are addicted to alcohol. Approximately 12,000 children in Switzerland drink alcohol on a daily basis in the form of alcoholic sweet drinks or mixed drinks. Some 10% of 11-16-year-old Swiss consumers drink beer on a weekly basis. In the age groups between 15 and 24 in particular there is a great percentage (between 1.8% and 6.3%, depending on the age group) that repeatedly drink large amounts of alcohol. This also poses a problem in correlation with traffic accidents.
Stricter drink-driving regulations continue to influence alcohol consumption
In 2005, the permissible limit of alcohol per litre of blood was reduced from 0.8mg to 0.5mg when driving. Even though two years have passed since then, the consequences of this stricter regulation are still being felt, negatively influencing the on-trade channel in particular. As a consequence of the stricter legislation, consumers are increasingly choosing to drink at home rather than in on-trade establishments. Wine and spirits are mostly consumed at home. Breweries found ways to counteract the negative impact by launching low-alcohol and non-alcoholic beer.
Swiss consumers raise their quality standards
Although Swiss consumers became very price sensitive during the recession that hit Switzerland a few years ago, there is now growing demand for higher-quality alcoholic drinks. This is especially notable in wine and spirits. As volume consumption of spirits declines, the Swiss have greater amounts of money to invest in purchasing higher-quality spirits. The trend is most significant in wine, whisk(e)y and white spirits. With regard to production, the most important Swiss premium brands are Kirsch (cherry), Williams (Williams pear) and Pflümli (plum). Ordinary whisk(e)y has been replaced with expensive "Glens" and domestic schnapps with mixed drinks – eg fruit vodka drinks. Wine has become a lifestyle accessory lately and drinking quality wine and knowing a lot about wine has become something of a status symbol. More and more wine producers started to reduce incomes per hectare and to produce specialities, but this is not only due to the trend but also thanks to trade liberalisation of the wine market. Swiss winemakers were protected by the strict Swiss Border Patrol and were able to produce cheap bulk goods for decades. After the liberalisation of the market, and increasing competition from abroad, a rethink was needed.
Table of contents
ALCOHOLIC DRINKS IN SWITZERLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks market saw slight value and volume growth
Changes in living habits negatively impacted alcohol consumption
Stricter drink-driving regulations continue to influence alcohol consumption
Swiss consumers raise their quality standards
KEY TRENDS AND DEVELOPMENTS
Health and wellness and public concerns
Price sensitivity
Major Sporting Events Drive Alcoholic Drink Consumption
Women Increasingly Consume Alcoholic Drinks
Local products are triggering Swiss pride
Specialist Retailers
Summary 1 Leading Specialist Retailers 2006
Market Merger and Acquisition Activity
MARKET BACKGROUND
Legislation
Summary 2 Opening Hours of Swiss Cantons
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2007
Table 5 Selling Margin of a Typical Imported Wine Brand 2007
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2007
Table 7 Selling Margin of a Typical Imported Spirits Brand 2007
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Summary 3 Research Sources
LOCAL COMPANY PROFILES - SWITZERLAND
DIWISA DISTILLERIE WILLISAU SA - ALCOHOLIC DRINKS - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Diwisa Distillerie Willisau SA: Key Facts
Summary 5 Diwisa Distillerie Willisau SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Diwisa Distillerie Willisau SA: Competitive Position 2006
EICHHOF GROUP - ALCOHOLIC DRINKS - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Eichhof AG: Key Facts
Summary 8 Eichhof AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Eichhof AG: Competitive Position 2006
FELDSCHLöSSEN GETRäNKE AG - ALCOHOLIC DRINKS - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Feldschlösschen Getränke AG: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Feldschlösschen Getränke AG: Competitive Position 2006
PROVINS VALAIS - ALCOHOLIC DRINKS - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Provins Valais: Key Facts
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
Summary 13 Provins Valais: Competitive Position 2006
SCHENK SA - ALCOHOLIC DRINKS - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Schenk SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Schenk SA: Competitive Position 2006
BEER IN SWITZERLAND
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 16 Lager by Price Band 2007
Published data comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2002-2007
Table 25 Sales of Beer by Subsector: Total Value 2002-2007
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 27 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 31 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 32 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 34 Beer Exports by Country of Destination: Total Value 2001-2006
Table 35 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 36 Beer Imports by Country of Origin: Total Value 2001-2006
Table 37 Company Shares of Beer by National Brand Owner 2002-2006
Table 38 Company Shares of Beer by Global Brand Owner 2002-2006
Table 39 Brand Shares of Beer 2003-2006
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 41 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN SWITZERLAND
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 44 Sales of Cider/Perry: Total Volume 2002-2007
Table 45 Sales of Cider/Perry: Total Value 2002-2007
Table 46 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 47 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 49 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 52 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
Table 53 Company Shares of Cider/Perry by National Brand Owner 2002-2006
Table 54 Company Shares of Cider/Perry by Global Brand Owner 2002-2006
Table 55 Brand Shares of Cider/Perry 2003-2006
Table 56 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 57 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 58 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 59 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES IN SWITZERLAND
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 61 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 63 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 68 RTDS/High-strength Premixes Production, Imports and Exports: Total Volume 2001-2006
Table 69 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 70 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 71 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 76 Sales of Wine by Subsector: Total Volume 2002-2007
Table 77 Sales of Wine by Subsector: Total Value 2002-2007
Table 78 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 79 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 80 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 81 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 82 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 83 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 84 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 85 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 86 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 87 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 88 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 89 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 90 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 91 Sales of Still Red Wine by Quality Classification 2002-2007
Table 92 Sales of Still White Wine by Quality Classification 2002-2007
Table 93 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 94 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 95 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 96 Wine Exports by Country of Destination: Total Value 2001-2006
Table 97 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 98 Wine Imports by Country of Origin: Total Value 2001-2006
Table 99 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 100 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 101 Brand Shares of Still Light Grape Wine 2003-2006
Table 102 Company Shares of Champagne by National Brand Owner 2003-2006
Table 103 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 104 Brand Shares of Champagne 2003-2006
Table 105 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 106 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 107 Brand Shares of Other Sparkling Wine 2003-2006
Table 108 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 109 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 110 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 111 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 112 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 113 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 114 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN SWITZERLAND
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Summary 17 Benchmark Brands – Switzerland
Published data comparisons
SECTOR DATA
Table 115 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 116 Sales of Spirits by Subsector: Total Value 2002-2007
Table 117 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 118 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 119 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 120 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 121 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 122 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 123 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 124 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 125 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 126 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 127 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 128 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 129 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 130 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 131 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 132 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 133 Liqueurs Production: Total Volume 2001-2006
Table 134 Other Spirits Production: Total Volume 2001-2006
Table 135 Company Shares of Spirits by National Brand Owner 2002-2006
Table 136 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 137 Brand Shares of Spirits 2003-2006
Table 138 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 139 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 140 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 141 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012