Executive Summary
Wine consumption in Switzerland declined by 3.3 percent to 211.2 million liters in 2025, continuing a multi-year downward trend. While overall consumption falls, consumption of Swiss wines grew by 2.3 percent to 79.2 million liters. The market share of Swiss wines thus increased to 37.5 percent. Imported wines recorded a decline of 6.4 percent, particularly red wines (−9.1%). Red wine overall fell by 5.5 percent, while white wine increased slightly (+0.5%). Sparkling wine declined by 6 percent.
Sources
- Swiss Wine Market Observatory (OSMV) (Data source)
Topics
- Swiss wine market
- Consumption trends
- Imports vs. domestic production
- Market shares
Clarus Lead
Despite shrinking overall demand, Swiss winemakers are succeeding in expanding their market share – a sign that quality strategy and regional positioning work in saturated markets. The two-percentage-point increase in market share amid intensified international competition signals the industry's capacity to act, but is insufficient to offset the general sales decline. This underscores the need to continue marketing and supply adjustments.
Detailed Summary
The Swiss wine market shows a differentiated picture in 2025: while overall wine consumption continues to decline, Swiss wine records growth. Consumption of imported wines fell more sharply than domestic products. Red and rosé wine combined declined by 5.5 percent, driven by a decline in foreign red wines (−9.1%). Swiss red wine, by contrast, increased by 4.1 percent. White wine remained stable at approximately 40 million liters of Swiss production, while imported white wine increased marginally (+0.4%). Sparkling wine declined overall by 6 percent to 21.5 million liters.
The market share shift in favor of Swiss wines reflects both consumer preferences for regional products and industry efforts toward quality enhancement and differentiation. However, OSMV data shows that sales through the eight major retail chains (29.1% of Swiss wine sales) declined by 3 percent. This suggests that direct sales and gastronomy are gaining importance as distribution channels. Prices remained relatively stable at −0.6 percent, indicating moderate pressure.
Key Findings
- Swiss total wine consumption fell by 3.3 percent in 2025 to 211.2 million liters
- Swiss wines increased by 2.3 percent and reached 37.5 percent market share (+2 percentage points)
- Imported wines fell by 6.4 percent, particularly red wine (−9.1%)
- Market share gains are insufficient to offset overall sales decline
Critical Questions
Data Quality: Are consumption figures based on sales statistics or estimates? How complete is the capture of informal distribution channels (private sales, direct sales)?
Causes of Overall Decline: What factors drive the multi-year consumption decline – demographic shifts, health consciousness, economic situation, or price effects?
Market Share Dynamics: Is the market share increase of Swiss wines primarily driven by absolute demand growth or by a steeper decline in imported wines?
Retail Chain Discrepancy: Why did sales through retail chains (−3%) fall more sharply than total consumption of Swiss wines (+2.3%)? Which channels compensate for this?
Price Effects: Are stable prices (−0.6%) the result of cost pressure or strategic pricing to defend market share?
Competitiveness: Which countries/regions are gaining or losing market share? Are Swiss wines resilient against specific competitors?
Bibliography
Primary Source: Wine Consumption Switzerland 2025 – Federal Council/State Secretariat for Economic Affairs – https://www.news.admin.ch/de/newnsb/0L6sb2rJFxkr
Verification Status: ✓ 21.04.2026
This text was created with the support of an AI model. Editorial responsibility: clarus.news | Fact-checking: 21.04.2026