Switzerland is renowned for its commitment to perfection: its watches, chocolate, and financial sector have long set the standard for quality. Yet, in the world of wine, the country remains almost invisible. As a former director of a chain of specialty alcohol stores who worked for many years with suppliers from various countries, this has always intrigued me.
Switzerland possesses all the right conditions to produce world-class wines:
• Ancient winemaking traditions
• Unique Alpine and terraced vineyards
• Rare local grape varieties, such as Chasselas
• A large number of small, family-owned premium wineries
Swiss wines are known for their high quality, distinctiveness, and rarity. They are recognized by industry professionals, yet rarely make an appearance in major international rankings. Despite these advantages, Swiss wine is almost never seen outside the country. This can be attributed to a combination of geographic, economic, and cultural factors, which make the local market both unique and tightly structured.
Switzerland’s wine production is limited by one key factor: land. In 2024, the country had just 14,484 hectares of vineyards, which is small by global standards. Many of these plots are small, scattered, and situated on steep Alpine slopes, making expansion virtually impossible. By nature, Switzerland produces a small amount of wine.
• Vineyard breakdown (2024): 56% red grapes (Pinot Noir, Merlot), 44% white grapes (Chasselas)
• Grape diversity: Over 250 varieties, with 68 officially recognized under cantonal AOC systems
The 2024 vintage was one of the smallest in half a century. Production dropped to 750,000 hectolitres, a decrease of roughly 25–26% from 2023. Spring frost, hail, and vine diseases like mildew all contributed to this decline. With such modest volumes, producers have little to spare for export; nearly all of it is consumed domestically.
Swiss wine drinkers are among the most enthusiastic globally. At 29.7 litres per adult per year, Switzerland ranks fourth in per-capita consumption, on par with France or Italy. Total domestic consumption reached around 2.2 million hectolitres in 2024, nearly three times the country’s production.
The result: Switzerland relies heavily on imports, with over 70% of the wine consumed coming from abroad. Exports of Swiss wine are minimal, amounting to barely 10,400 hectolitres, or less than 1% of total consumption. Nearly every bottle produced domestically stays within the country.
Swiss consumers are accustomed to paying for quality. Switzerland leads the world in the average price of imported wine, with a cost of €9.05 per litre in 2024, up 20% from 2023. In such a premium market, exporting local wine—which is already expensive—rarely proves profitable.
Swiss wine is a curious domestic phenomenon. Its lack of visibility on the global stage is not due to a lack of quality; Switzerland produces wines of exceptional character. Rather, it is the result of small vineyard areas, intense domestic demand, and the economics of export. In effect, Swiss wine is a boutique product made almost entirely for local consumers.
Sources:
Statistiques arboricoles et viticoles
OIV_State_of_the_World_Vine_and_Wine_Sector_in_2024_PPT.pdf
Economiste de formation, j'ai plus de 20 ans d’expérience dans le management, le commerce de détail et de gros, le marketing et la logistique. Installée à Genève depuis 2022, je m’intéresse particulièrement à l'analyse économique, à la gestion d’entreprise et aux dynamiques du marché global. Organisée, créative et orientée solutions, j’explore les enjeux économiques qui influencent la vie quotidienne et les décisions stratégiques. Actuellement, je suis en processus d’intégration professionnelle en Suisse. Mes compétentes clés incluent : la gestion opérationnelle, l’analyse financière, l’optimisation des processus, la résolution de problèmes, complexes et la coordination de projets.
