Swiss Wine Gains Market Share in a Shrinking Market

Swiss wine consumption rose last year even as overall wine drinking in the country continued to decline, according to the Federal Office for Agriculture, which said Tuesday that local wines gained market share in a market still under pressure from changing habits and stronger foreign competition.

Swiss consumers drank about 79 million liters of domestic wine in 2025, up 2.3% from the previous year. Red wines led the rebound, with consumption rising 4.1%, while white wines held steady at nearly 40 million liters. That pushed the market share of Swiss wines to 37.5%, up 2 points from 2024, the office said.

The agency described the result as “a strong signal” for Swiss viticulture, but said it was not enough to offset weaker sales overall. Among the country’s eight largest retailers, sales of Swiss wine fell 3% in 2025. Those chains account for 29.1% of Swiss wine sales, while the rest is sold through other channels, including direct sales from producers.

Prices remained relatively stable, the office said, but it added that more work is needed to promote Swiss wines, adapt offerings and strengthen their value in the market.

The broader picture was less favorable. Consumption of imported wine fell 6.4% last year to 132 million liters, with red wines down 9.1% and white wines edging up 0.4%. Total wine consumption in Switzerland dropped 3.3% from 2024 to 211.2 million liters, continuing a decline seen over several years.

That overall decrease was driven mainly by red wines, including rosés, which fell 5.5%. Sparkling wines also declined, down 6% to 21.5 million liters. White wines were the only category to post a slight increase, rising 0.5%.

The figures point to a market in transition, with Swiss producers gaining ground at home even as total demand weakens and imported wines lose more volume than domestic labels do.