Wine saw a sharp decline in demand in 2020, largely due to the heavy impact of COVID-19 on on-trade sales. On-trade outlets were hit by an array of restrictions, while Switzerland was also forced to close its borders to inbound travellers and tourists for much of 2020.
Some consumers brought the aperitif concept into the home during the pandemic as they were unable to socialise in public, with sparkling wine being among the few categories in alcoholic drinks to register positive growth in total volume terms in 2020. This positive trend continued into 2021, as off-trade volume sales of sparkling wine remained stable, while on-trade volume sales sae a partial recovery from the losses seen in 2020.
Still light grape wine remains by far the largest category in wine in Switzerland in 2021, although it saw only a modest recovery in total volume terms from the heavy decline recorded in 2020. In 2021, off-trade volume sales of still red, rosé and white wine all declined, with consumers seemingly preferring either sparkling wine or specific spirits, such as gin to mix in cocktails.
Despite seeing a recovery through the on-trade in 2021, sales of wine remained below pre-pandemic levels with COVID-19 restrictions and lower consumer confidence continuing to limit demand. However, with COVID-19 restrictions lifted and tourism picking up it is expected that on-trade sales of wine will continue to slowly recover over the forecast period.
The strength of the aperitif trend, coupled with the expected return to out-of-home social activities is likely to bear fruit for sparkling wine over the forecast period. Indeed, both other sparkling wine and Champagne are likely to be among the most dynamic categories in wine over the forecast period.
In terms of distribution, the pandemic helped to drive strong growth in e-commerce in 2020, with the online channel continuing to perform well in 2021. Manufacturers and retailers continue to invest in their online presence, while Swiss consumers have become more confident and more likely to shop online.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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