Alcoholic drinks in 2024: The big picture
Total volume sales of alcoholic drinks declined in 2024 but rose in total value terms. Apart from healthy growth in unit prices and premiumisation tendencies in most areas, this discrepancy is largely explained by the fact that the increase in overall demand was stemming entirely from out-of-home consumption, where sales prices are naturally much higher. Generally, a long-term trend towards drinking less alcohol continued, driven by increasing health awareness, especially among younger consumers, and also declining social acceptance of heavy drinking and consuming alcohol in many areas of life. This also helped the demand for lighter and easier to drink categories such as RTDs and cider/perry at the cost of wine and spirits categories. However, the general downward trend was slowed considerably by the increase in on-trade value sales, where there was still a noticeable recovery from changes in consumer behaviour during and as a result of the pandemic.
2024 key trends
Beer shaped the development of alcoholic drinks in 2024. Beer is the largest category overall, but it saw a noticeable decline in total volume terms as a result of a significant drop off in off-trade volume terms. However, overall sales still remained above 2019, pre-pandemic levels. Industry experts stated that the performance would have been significantly better without a cold and damp spring in Switzerland. Within beer, non alcoholic beer was again by far the most dynamic category in 2024, taking on an increasingly relevant role for breweries. Non-alcoholic alternatives in other categories, namely in spirits, sparkling wine and still light grape wine, also saw strong development in 2024, albeit at a much lower level. Although these products are attracting interest from curious consumers they have struggled to build up a regular consumer base.
Competitive landscape
Feldschlösschen Getränke AG remained the leading company within alcoholic drinks overall in 2024 despite seeing a slight decline in its total volume share. The company markets mainly beer brands such as Feldschlösschen, Cardinal and Anker along with the leading Somersby brand in cider/perry. The company continued to diversify its product range, illustrated by the launch of Uszeit Hard Ice Tea in RTDs in spring 2024.
Retail developments
Supermarkets remained the leading distribution channel within alcoholic drinks overall in 2024, with it holding a dominant share in total volume terms. In general, grocery retailing in Switzerland is very much dominated by the supermarkets channel and the number of discounters and particularly hypermarkets is very small in comparison. Consumers appreciate the convenient locations of supermarkets and their wide offer of products, including a broad selection of private label alcoholic drinks.
On-trade vs off-trade split
Falling demand for alcohol drinks was clearly visible in the off-trade channel, but in contrast sales of alcoholic drinks increased in volume terms through the on-trade in 2024. This was in part due to the on-trade channel still on the slow path to recovery, with volume sales still not recovered to pre-pandemic levels. Other factors behind the growth in on-trade sales in 2024 included improved consumer mood after a difficult year 2023 in Switzerland, which was characterised by elevated inflation and decreased global demand for exports. On-trade sales also benefited from Switzerland seeing an increase in the number of tourists in 2024. These developments shifted the momentum back in favour of the on-trade channel, although it should also be noted that off-trade volume sales remained much higher than on-trade sales as well as remaining above pre-pandemic levels.
What next for alcoholic drinks?
Over the forecast period, alcoholic drinks in Switzerland will continue to be characterised by more responsible and mindful drinking behaviour alongside increasing health awareness and declining social acceptance of alcohol and intoxication. Total volume sales of alcoholic drinks are therefore set to fall over the forecast period. However, it should also be noted that in beer, the dominant category in terms of total volume sales, the performance will likely be offset in part by the rising demand for non alcoholic beer.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Switzerland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Switzerland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Switzerland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Switzerland?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Switzerland?
- How are products distributed in Switzerland?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Switzerland
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Switzerland
KEY DATA FINDINGS
Bad weather contributes to a drop in beer consumption in 2024
Feldschlösschen loses share to main rival in 2024
Supermarkets lead off-rade sales while on-trade continue to recover
Beer set to see a slight decline in overall demand
Cans dominate packaging as discussions around a deposit system continue
High number of small breweries expected to ensure diversity in beer
Lager price band methodology
Cider/Perry in Switzerland
KEY DATA FINDINGS
Cider/perry still able to attract new consumers thanks to ongoing investment
Market leader Ramseier Suisse loses ground to international rivals
Supermarkets lead retail distribution while on-trade sales thrive
Positive outlook for cider/perry
A great harvest in 2024 builds the foundations for a strong year for domestic cider
New flavour variants could help to expand the market
Rtds in Switzerland
KEY DATA FINDINGS
On-trade demand fuelling growth in RTDs in 2024
Diageo continues to lead with it adding numerous new flavours to its range
Supermarkets lead sales of RTDs but discounters win over price conscious consumers
Increasing acceptance of RTDs as a convenient aleternative set to fuel growth
Special tax on “alcopops” continues to face opposition
More players likely to invest in RTDs as sales of other alcoholic drinks stagnate
Spirits in Switzerland
KEY DATA FINDINGS
Favourable trends ensure sales of spirits remain relatively stable
Vodka brands benefiting from booming cocktail trend
Supermarkets dominate sales but specialist outlets remain important
Increased focus on healthy living likely to impact sales of spirits
Upcoming restrictions on shopping tourism could impact sales
Rising quality standards and local craft distillers will fuel each other
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Switzerland
KEY DATA FINDINGS
Ongoing recovery of on-trade sales leads to somewhat stable demand in wine
Rising quality standards are impacting supply and demand
Supermarkets continues lead, while e-commerce plays a particularly strong role
Sales unlikely to recover to pre-pandemic levels
Production of non alcoholic wine at the nascent stage in Switzerland
Domestically produced wine set to play an important role in the forecast period
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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