Swiss Wine Gains Market Share as Consumption Falls

Wine consumption in Switzerland fell again in 2025, extending a decline that has lasted for several years, but Swiss wines gained ground as imported wines lost share, according to figures released Tuesday by the federal government.

Total wine consumption in Switzerland reached 211.2 million liters in 2025, down 3.3% from the previous year. The drop was driven mainly by lower red wine consumption, including rosé, which fell 5.5%. White wine consumption rose slightly, by 0.5%, while sparkling wine consumption declined by about 6% to 21.5 million liters.

The sharpest weakness came from foreign wines. Consumption of imported wine fell 6.4% to 132 million liters. Red imported wine accounted for most of that decline, dropping 9.1%, while imported white wine edged up 0.4%.

Swiss wine moved in the opposite direction. Consumption rose 2.3% to 79.2 million liters in 2025. Swiss red wine increased 4.1%, while Swiss white wine remained stable at just under 40 million liters. That pushed the market share of Swiss wine to 37.5%, up two percentage points from the year before.

The Federal Office for Agriculture said the increase in market share was a strong sign for Swiss viticulture at a time of tougher international competition and changing drinking habits. But officials also said the gain was not enough to offset the broader decline in sales, underscoring the need to continue efforts to improve positioning, adapt supply and support sales of Swiss wine.

Data from the Swiss Wine Market Observatory showed that sales of Swiss wine at the country’s eight largest retailers fell 3% in 2025. Those chains accounted for 29.1% of Swiss wine sales, with the rest sold through other channels such as restaurants and direct sales. Prices remained relatively stable, slipping 0.6%.

The government said more detailed figures on production and consumption are available in its report on the 2025 wine year.