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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Switzerland

Sep 2020

US$2,100

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Executive Summary

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COVID-19 impact on alcoholic drinks

Lockdown measures in response to the emergence of COVID-19 in Switzerland resulted in a ban on large gatherings from mid-March 2020, in addition to the closure of horeca establishments such as restaurants and bars, and non-essential retailers. This resulted in a significant decline in on-trade sales in Q2 across alcoholic drinks.

COVID-19 country impact

On 13 March, the Swiss government introduced controls at all of its Schengen borders. Entry into Switzerland from Italy from this date was only allowed for Swiss citizens, people with a residence permit or people traveling to Switzerland for professional reasons, with this extended to the German, French and Austrian borders from 16 March.

Health trend and demand for higher quality strongly influences overall performance of alcoholic drinks in 2019

Alcoholic drinks in Switzerland struggled to record positive growth through either channel towards the end of the review period, as the local population moved towards healthier lifestyles and therefore had begun to reduce their alcohol intake. Even traditional alcoholic drinks such as wine and beer had been impacted, encouraging the continual efforts of breweries and wine producers to market and promote their products with various events including tastings.

Competitive landscape remains fragmented in 2019; while led by major producers, microbreweries and distilleries are continuing to gain in popularity

The competitive landscape of alcoholic drinks in Switzerland remained highly fragmented in 2019. Even though Swiss consumers largely appreciate and support traditional values and local origins in alcoholic drinks, international players remained popular and widely represented, either locally representing themselves such as second-ranked Heineken Switzerland AG which continued to gain total volume share or through local producers such as overall leader Feldschlösschen Getränke AG, which operates breweries for Carlsberg A/S and offered a wide beer portfolio including brands Cardinal Original Draft and Kronenbourg 1664.

Some hesitancy likely in terms of on-trade sales in second half of 2020 but 2021 will see return of consumers’ confidence and stronger demand through the channel

While lockdown measures started to be eased from mid-May onwards including the gradual reopening of restaurants, some consumers may remain hesitant about socialising in public spaces with the virus still in circulation, supporting off-trade demand throughout 2020. In addition, opportunities for a stronger recovery for alcoholic drinks through on-trade have also been lost in terms of large summer festivals as events of more than 1,000 people were banned until 1 October 2020.

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Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Switzerland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Switzerland, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Switzerland for free:

The Alcoholic Drinks in Switzerland market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Alcoholic Drinks in Switzerland?
What are the major brands in Switzerland?
Have there been any alcoholic drinks legislative changes over the past 12 months?
How is the alcoholic drinks industry affected by the recession?
What is consumed more; beer, wine or spirits?
What have been the key trends seen in new product developments?
Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

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Alcoholic Drinks in Switzerland

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Health trend and demand for higher quality strongly influences overall performance of alcoholic drinks in 2019

Competitive landscape remains fragmented in 2019; while led by major producers, microbreweries and distilleries are continuing to gain in popularity

Some hesitancy likely in terms of on-trade sales in second half of 2020 but 2021 will see return of consumers’ confidence and stronger demand through the channel

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2014-2019

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2019

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Switzerland

HEADLINES

PRE-COVID-19 PERFORMANCE

In mature category, non alcoholic beer and low alcohol options stand out in 2019 due to increasing health-consciousness amongst local consumers

Craft beer, specialists and premium lager appeal to the Swiss appreciation of provenance and greater specific value

Feldschlösschen retains leadership of beer in 2019 due to wide product portfolio

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

Summary 3 Lager by Price Band 2019
Table 18 Number of Breweries 2014-2019

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2014-2019
Table 20 Sales of Beer by Category: Total Value 2014-2019
Table 21 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 22 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 27 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 28 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 29 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 30 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 31 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024

Wine in Switzerland

HEADLINES

PRE-COVID-19 PERFORMANCE

Wine continues to lose popularity amongst local consumers in 2019 due to rising health consciousness and limited interest from millennials

Local wines, climate change and harvests

Schenk SA retains leadership of fragmented competitive landscape in 2019, experiencing increasing pressure from private label

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Table 34 Sales of Wine by Category: Total Volume 2014-2019
Table 35 Sales of Wine by Category: Total Value 2014-2019
Table 36 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 37 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 39 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019
Table 43 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2014-2019
Table 44 Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019
Table 45 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019
Table 46 GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 47 NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 48 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019
Table 49 GBO Company Shares of Champagne: % Total Volume 2015-2019
Table 50 NBO Company Shares of Champagne: % Total Volume 2015-2019
Table 51 LBN Brand Shares of Champagne: % Total Volume 2016-2019
Table 52 GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 53 NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 54 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019
Table 55 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 56 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 57 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019
Table 58 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 59 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 60 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 61 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024

Spirits in Switzerland

HEADLINES

PRE-COVID-19 PERFORMANCE

Gin retains its image as a premium fashionable spirit in 2019, supported by the craft trend

Changing consumer preferences encourages greater innovation by producers of spirits

Spirits remains fragmented competitive landscape in 2019 led by Diwisa Distillerie Willisau with latter facing growing pressure from Diageo

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 4 Benchmark Brands 2019

CATEGORY DATA

Table 62 Sales of Spirits by Category: Total Volume 2014-2019
Table 63 Sales of Spirits by Category: Total Value 2014-2019
Table 64 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 65 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 66 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 67 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 68 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 69 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 70 Sales of Dark Rum by Price Platform: % Total Volume 2014-2019
Table 71 Sales of White Rum by Price Platform: % Total Volume 2014-2019
Table 72 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019
Table 73 Sales of English Gin by Price Platform: % Total Volume 2014-2019
Table 74 Sales of Vodka by Price Platform: % Total Volume 2014-2019
Table 75 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019
Table 76 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 77 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 78 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 79 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 80 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 81 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 82 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024

Cider/Perry in Switzerland

HEADLINES

PRE-COVID-19 PERFORMANCE

Home consumption continues to drive demand for cider/perry as refreshing beverage to be enjoyed in the summer months but producers continue to develop low or non alcoholic options to address health trend

Craft cider emerging as relevant trend in Switzerland in line with demand for more premium products

Somersby continues to place pressure on leading local players in 2019

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 83 Sales of Cider/Perry: Total Volume 2014-2019
Table 84 Sales of Cider/Perry: Total Value 2014-2019
Table 85 Sales of Cider/Perry: % Total Volume Growth 2014-2019
Table 86 Sales of Cider/Perry: % Total Value Growth 2014-2019
Table 87 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2019
Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2019
Table 89 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2019
Table 91 GBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 92 NBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 93 LBN Brand Shares of Cider/Perry: % Total Volume 2016-2019
Table 94 Forecast Sales of Cider/Perry: Total Volume 2019-2024
Table 95 Forecast Sales of Cider/Perry: Total Value 2019-2024
Table 96 Forecast Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 97 Forecast Sales of Cider/Perry: % Total Value Growth 2019-2024

Rtds in Switzerland

HEADLINES

PRE-COVID-19 PERFORMANCE

High sugar and alcohol levels of RTDs remain as a concern amongst local consumers, and continue to reduce overall demand in 2019

Wine-based RTDs with lower alcohol content offer more sophisticated image and continue to fare better than spirit-based options in 2019

Diageo strengthens leadership of RTDs with Smirnoff Ice but more natural options produced with locally-sourced ingredients record higher volume growth in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within RTDs

Recovery and opportunities

CATEGORY DATA

Table 98 Sales of RTDs by Category: Total Volume 2014-2019
Table 99 Sales of RTDs by Category: Total Value 2014-2019
Table 100 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 101 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 102 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 103 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 104 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 105 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 106 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 107 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 108 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 109 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 110 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 111 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 112 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024

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Megatrends

Country Report

Alcoholic Drinks in Switzerland

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Health trend and demand for higher quality strongly influences overall performance of alcoholic drinks in 2019

Competitive landscape remains fragmented in 2019; while led by major producers, microbreweries and distilleries are continuing to gain in popularity

Some hesitancy likely in terms of on-trade sales in second half of 2020 but 2021 will see return of consumers’ confidence and stronger demand through the channel

Samples

Overview

Why buy this report?

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Table of Contents

Alcoholic Drinks in Switzerland

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Health trend and demand for higher quality strongly influences overall performance of alcoholic drinks in 2019

Competitive landscape remains fragmented in 2019; while led by major producers, microbreweries and distilleries are continuing to gain in popularity

Some hesitancy likely in terms of on-trade sales in second half of 2020 but 2021 will see return of consumers’ confidence and stronger demand through the channel

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Beer in Switzerland

HEADLINES

PRE-COVID-19 PERFORMANCE

In mature category, non alcoholic beer and low alcohol options stand out in 2019 due to increasing health-consciousness amongst local consumers

Craft beer, specialists and premium lager appeal to the Swiss appreciation of provenance and greater specific value

Feldschlösschen retains leadership of beer in 2019 due to wide product portfolio

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Wine in Switzerland

HEADLINES

PRE-COVID-19 PERFORMANCE

Wine continues to lose popularity amongst local consumers in 2019 due to rising health consciousness and limited interest from millennials

Local wines, climate change and harvests

Schenk SA retains leadership of fragmented competitive landscape in 2019, experiencing increasing pressure from private label

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Spirits in Switzerland

HEADLINES

PRE-COVID-19 PERFORMANCE

Gin retains its image as a premium fashionable spirit in 2019, supported by the craft trend

Changing consumer preferences encourages greater innovation by producers of spirits

Spirits remains fragmented competitive landscape in 2019 led by Diwisa Distillerie Willisau with latter facing growing pressure from Diageo

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

CATEGORY DATA

Cider/Perry in Switzerland

HEADLINES

PRE-COVID-19 PERFORMANCE

Home consumption continues to drive demand for cider/perry as refreshing beverage to be enjoyed in the summer months but producers continue to develop low or non alcoholic options to address health trend