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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Product coverage

Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine

Executive summary

Alcoholic drinks achieves slight growth despite saturation

In 2008, the total volume growth of alcoholic drinks was slightly stronger than it was over the review period as a whole. Also unit pricing increased slightly, so that total value growth exceeded total volume growth.

Alcoholic drinks in Switzerland is highly saturated, with little room remaining for significant further volume growth. Also health concerns among Swiss consumers have deterred them from consuming high levels of alcohol. Strict drink-driving regulations, which came into effect in 2005, have clearly hampered demand for strong alcoholic drinks in the on-trade channel, as consumers have increasingly switched to non-alcoholic drinks or “light” alcoholic drinks, which has had a positive impact on demand for low/non-alcohol beer.

UEFA EURO 2008 positively impacts alcoholic drinks

In 2008, Switzerland was co-host to the football sporting event UEFA EURO 2008. For many consumers this event created a compelling reason to meet up with friends and family in large groups and thereby helped to boost volume consumption of alcoholic drinks. Beer benefited the most as did RTDs and so did wine but to a lesser extent.

Many new products and advertising campaigns were launched around the event not only by official sponsor Carlsberg A/S but also by smaller competitors, which used so called “ambush marketing” strategies.

Heineken Switzerland AG takes over domestic brewery Eichhof Group

With the exception of beer, alcoholic drinks in Switzerland is highly fragmented with many small players being present with their own specialty products. However, due to the high level of concentration in beer, it is unsurprising that the largest players in alcoholic drinks are breweries. Feldschlössen Getränke AG, which is owned by multinational company Carlsberg A/S, is the leading player, followed by Heineken Switzerland AG and Eichhof Group. In 2008, Heineken Switzerland AG announced its intention to take over Eichhof Group, the last remaining large domestic brewery in Switzerland. The take over was expected to be completed by the end of 2008.

Supermarkets/hypermarkets and discounters, the leading distribution

channels

In Switzerland, supermarkets/hypermarkets and discounters are the leading channels of distribution for alcoholic drinks in terms of retail volume share, followed by independent small grocers which also accounts for a respectable retail volume share of alcoholic drinks, particularly of beer.

Stagnation of the market expected

Alcoholic drinks in Switzerland is saturated with very little room for further potential volume growth. Increasing health consciousness among Swiss consumers and attempts on the part of the government to reduce alcohol consumption are expected to have a negative impact on volume demand for alcoholic drinks over the forecast period. In order to boost value sales, manufacturers will need to concentrate on “premium” products and products with reduced alcohol content.

Table of contents

ALCOHOLIC DRINKS IN SWITZERLAND : MARKET INSIGHT

EXECUTIVE SUMMARY

Alcoholic drinks achieves slight growth despite saturation

UEFA EURO 2008 positively impacts alcoholic drinks

Heineken Switzerland AG takes over domestic brewery Eichhof Group

Supermarkets/hypermarkets and discounters, the leading distribution

channels

Stagnation of the market expected

KEY TRENDS AND DEVELOPMENTS

Swiss economic situation positively impacts demand for “premium” products

Increased public concern regarding “binge drinking”

UEFA EURO 2008 has positive impact on alcoholic drinks

Reduced alcohol content used as a sales pitch

Specialist retailers

Summary 1 Leading Specialist Retailers 2007

Market merger and acquisition activity

MARKET BACKGROUND

Legislation

Summary 2 Opening hours of Swiss cantons

TAXATION AND DUTY LEVIES

Summary 3 Taxation and Duty Levies on Alcoholic Drinks 2008

Table 1 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008

Table 2 Selling Margin of a Typical Domestically Produced Beer Brand 2008

Table 3 Selling Margin of a Typical Domestically Produced Wine Brand 2008

Table 4 Selling Margin of a Typical Imported Wine Brand 2008

Table 5 Selling Margin of a Typical Domestically Produced Spirits Brand 2008

Table 6 Selling Margin of a Typical Imported Spirits Brand 2008

OPERATING ENVIRONMENT

MARKET INDICATORS

Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008

MARKET DATA

Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008

Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008

Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008

Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008

Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008

Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008

Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008

Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008

Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007

Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008

Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008

Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013

Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013

Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013

Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013

DEFINITIONS

Sources

Summary 4 Research Sources

LOCAL COMPANY PROFILES - SWITZERLAND

EICHHOF GROUP - ALCOHOLIC DRINKS - SWITZERLAND

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Eichhof Group: Key Facts

Summary 6 Eichhof Group: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 7 Eichhof Group: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 8 Eichhof Group: Competitive Position 2007

FELDSCHLöSSEN GETRäNKE AG - ALCOHOLIC DRINKS - SWITZERLAND

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Feldschlössen Getränke AG: Key Facts

COMPANY BACKGROUND

PRODUCTION

Summary 10 Feldschlössen Getränke AG: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 11 Feldschlössen Getränke AG: Competitive Position 2007

MOSTEREI MöHL AG - ALCOHOLIC DRINKS - SWITZERLAND

STRATEGIC DIRECTION

KEY FACTS

Summary 12 Mosterei Möhl AG: Key Facts

Summary 13 Mosterei Möhl AG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 14 Möhl AG: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 15 Mosterei Möhl AG: Competitive Position 2007

PROVINS VALAIS - ALCOHOLIC DRINKS - SWITZERLAND

STRATEGIC DIRECTION

KEY FACTS

Summary 16 Provins Valais: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 17 Provins Valais: Competitive Position 2007

SCHENK SA - ALCOHOLIC DRINKS - SWITZERLAND

STRATEGIC DIRECTION

KEY FACTS

Summary 18 Schenk SA: Key Facts

Summary 19 Schenk SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 20 Schenk SA: Competitive Position 2007

BEER IN SWITZERLAND

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Lager Price Band Methodology

Summary 21 Lager by Price Band 2008

Published Data Comparisons

SECTOR DATA

Table 23 Sales of Beer by Subsector: Total Volume 2003-2008

Table 24 Sales of Beer by Subsector: Total Value 2003-2008

Table 25 Sales of Beer by Subsector: % Total Volume Growth 2003-2008

Table 26 Sales of Beer by Subsector: % Total Value Growth 2003-2008

Table 27 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008

Table 28 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008

Table 29 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 30 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 31 Beer: Production, Imports and Exports: Total Volume 2002-2007

Table 32 Beer Exports by Country of Destination: Total Volume 2002-2007

Table 33 Beer Exports by Country of Destination: Total Value 2002-2007

Table 34 Beer Imports by Country of Origin: Total Volume 2002-2007

Table 35 Beer Imports by Country of Origin: Total Value 2002-2007

Table 36 Company Shares of Beer by National Brand Owner 2003-2007

Table 37 Company Shares of Beer by Global Brand Owner 2003-2007

Table 38 Brand Shares of Beer 2004-2007

Table 39 Forecast Sales of Beer by Subsector: Total Volume 2008-2013

Table 40 Forecast Sales of Beer by Subsector: Total Value 2008-2013

Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013

Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013

CIDER/PERRY IN SWITZERLAND

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Published Data Comparisons

SECTOR DATA

Table 43 Sales of Cider/Perry: Total Volume 2003-2008

Table 44 Sales of Cider/Perry: Total Value 2003-2008

Table 45 Sales of Cider/Perry: % Total Volume Growth 2003-2008

Table 46 Sales of Cider/Perry: % Total Value Growth 2003-2008

Table 47 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008

Table 48 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008

Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008

Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008

Table 51 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007

Table 52 Cider/Perry Exports by Country of Destination: Total Volume 2002-2007

Table 53 Cider/Perry Exports by Country of Destination: Total Value 2002-2007

Table 54 Cider/Perry Imports by Country of Origin: Total Volume 2002-2007

Table 55 Cider/Perry Imports by Country of Origin: Total Value 2002-2007

Table 56 Company Shares of Cider/Perry by National Brand Owner 2003-2007

Table 57 Company Shares of Cider/Perry by Global Brand Owner 2003-2007

Table 58 Brand Shares of Cider/Perry 2004-2007

Table 59 Forecast Sales of Cider/Perry: Total Volume 2008-2013

Table 60 Forecast Sales of Cider/Perry: Total Value 2008-2013

Table 61 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013

Table 62 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013

RTDS/HIGH-STRENGTH PREMIXES IN SWITZERLAND

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Published Data Comparisons

SECTOR DATA

Table 63 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008

Table 64 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008

Table 65 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008

Table 66 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008

Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008

Table 68 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008

Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008

Table 70 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008

Table 71 RTDS/High-strength Premixes Production, Imports and Exports: Total Volume 2002-2007

Table 72 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007

Table 73 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007

Table 74 Brand Shares of RTDS/High-strength Premixes 2004-2007

Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013

Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013

Table 77 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013

Table 78 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013

WINE IN SWITZERLAND

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

Published Data Comparisons

SECTOR DATA

Table 79 Sales of Wine by Subsector: Total Volume 2003-2008

Table 80 Sales of Wine by Subsector: Total Value 2003-2008

Table 81 Sales of Wine by Subsector: % Total Volume Growth 2003-2008

Table 82 Sales of Wine by Subsector: % Total Value Growth 2003-2008

Table 83 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008

Table 84 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008

Table 85 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 86 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 87 Volume Sales of Still Red Wine by Price Segment 2003-2008

Table 88 Volume Sales of Still White Wine by Price Segment 2003-2008

Table 89 Volume Sales of Still Rosé Wine by Price Segment 2003-2008

Table 90 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008

Table 91 Sales of Still Red Wine by Grape/Varietal Type 2003-2008

Table 92 Sales of Still White Wine by Grape/Varietal Type 2003-2008

Table 93 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008

Table 94 Sales of Still Red Wine by Quality Classification 2003-2008

Table 95 Sales of Still White Wine by Quality Classification 2003-2008

Table 96 Sales of Still Rosé Wine by Quality Classification 2003-2008

Table 97 Wine Production, Imports and Exports: Total Volume 2002-2007

Table 98 Wine Exports by Country of Destination: Total Volume 2002-2007

Table 99 Wine Exports by Country of Destination: Total Value 2002-2007

Table 100 Wine Imports by Country of Origin: Total Volume 2002-2007

Table 101 Wine Imports by Country of Origin: Total Value 2002-2007

Table 102 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007

Table 103 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007

Table 104 Brand Shares of Still Light Grape Wine 2004-2007

Table 105 Company Shares of Champagne by National Brand Owner 2004-2007

Table 106 Company Shares of Champagne by Global Brand Owner 2004-2007

Table 107 Brand Shares of Champagne 2004-2007

Table 108 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007

Table 109 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007

Table 110 Brand Shares of Other Sparkling Wine 2004-2007

Table 111 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007

Table 112 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007

Table 113 Brand Shares of Fortified Wine and Vermouth 2004-2007

Table 114 Forecast Sales of Wine by Subsector: Total Volume 2008-2013

Table 115 Forecast Sales of Wine by Subsector: Total Value 2008-2013

Table 116 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013

Table 117 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013

SPIRITS IN SWITZERLAND

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Vodka, gin and “other” blended Scotch whisky price band methodology

Published Data Comparisons

SECTOR DATA

Table 118 Sales of Spirits by Subsector: Total Volume 2003-2008

Table 119 Sales of Spirits by Subsector: Total Value 2003-2008

Table 120 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008

Table 121 Sales of Spirits by Subsector: % Total Value Growth 2003-2008

Table 122 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008

Table 123 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008

Table 124 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 125 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 126 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008

Table 127 Sales of Gin by Premium/Super-premium Split 2003-2008

Table 128 Sales of Vodka by Premium/Super-premium Split 2003-2008

Table 129 Sales of Flavoured vs Non-flavoured Vodka 2003-2008

Table 130 Spirits Production, Imports and Exports: Total Volume 2002-2007

Table 131 Spirits Exports by Country of Destination: Total Volume 2002-2007

Table 132 Spirits Exports by Country of Destination: Total Value 2002-2007

Table 133 Spirits Imports by Country of Origin: Total Volume 2002-2007

Table 134 Spirits Imports by Country of Origin: Total Value 2002-2007

Table 135 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007

Table 136 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007

Table 137 Vodka Production, Imports and Exports: Total Volume 2002-2007

Table 138 Gin Production, Imports and Exports: Total Volume 2002-2007

Table 139 Rum Production, Imports and Exports: Total Volume 2002-2007

Table 140 Liqueurs Production: Total Volume 2002-2007

Table 141 Other Spirits Production: Total Volume 2002-2007

Table 142 Company Shares of Spirits by National Brand Owner 2003-2007

Table 143 Company Shares of Spirits by Global Brand Owner 2003-2007

Table 144 Brand Shares of Spirits 2004-2007

Table 145 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013

Table 146 Forecast Sales of Spirits by Subsector: Total Value 2008-2013

Table 147 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013

Table 148 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013