Switzerland is famous for its stunning scenery, top-tier watches, and chocolate delights—but its love affair with wine runs just as deep. A world-class per capita consumer, the Swiss market blends appreciation for craftsmanship with demand for diversified, quality imports. In this refreshed guide, we explore how Switzerland’s wine imports evolved through 2024 and into early 2025, and spotlight what this means for exporters and Switzerland wine importers today.
Swiss Wine Imports: A Slowdown in 2024
According to data from S&P Global (IHS), Switzerland imported approximately €1.177 billion worth of wine in 2024—a significant 7.1% drop from 2023. In terms of quantity, imports totaled 161.33 million liters, a 3.4% decline year-over-year.
Breakdown by category:
- Sparkling wine imports slumped 15.9% to €225.44 million
- Bottled wine declined 4.8% to about €873 million
- Bag‑in‑Box (BiB) imports fell 8.9%, totaling €19.1 million
- Bulk wine volumes were the lone bright spot: up 1.8% in volume, though value still fell 2.2%
These shifts reflect tighter budgets and consumer caution—yet the preference for quality remains evident.
Who Supplies Switzerland?
The top three wine suppliers—France, Italy, and Spain—continue to dominate, though all face shrinking exports to Switzerland in 2024:
- France: €442.1 million in value (−12.1%) and 35.6 million liters in volume (−5%)
- Italy: €437.3 million (−2.9%) and 68.6 million liters (−2.4%)
- Spain: 27 million liters (−8.6%) valued at €131.1 million
Smaller sources like Australia showed impressive growth—up 46.2% in value—joining nations like the U.S., Chile, and Argentina among Switzerland’s varied suppliers.
A Rocky Start to 2024
Swiss customs data from Q1 2024 revealed even sharper contractions: imports plunged 10% by volume and 19% in value, totaling 38.4 million liters and CHF 257.5 million. The average price per liter dropped 10.2%, to CHF 6.70—marking one of the lowest quarters since 2020.
This early-year dip hints at growing price sensitivity and shifting consumer behavior that importers and exporters must heed.
Trends & Forecast: Entering 2025
Growing Appeal of Sparkling & Local Wine
Although sparkling imports dipped in 2024, the long-term trend toward higher-quality, locally oriented wines persists. Switzerland’s sparkling wine consumption—paired with growing interest in homegrown vintages—is creating new opportunities.
The Swiss Market’s Premium Fundamentals
- Per capita wine spending in Switzerland remains among the highest globally—charting around €600 per person annually in past reports.
- While domestic production covers some of the market (about 1 million hectoliters versus 1.7 million imported), the Swiss palate leans toward imports for premium whites and reds.
- The wine market is forecasted to reach USD 5 billion by 2025, offering room for brands with strong stories and sustainability credentials.
Demand for Organic and Sustainable Wines
Swiss consumers increasingly favour organic, natural, and environmentally responsible wines. Alignment with Bio Suisse standards offers a serious advantage; these guidelines are strict and crucial for importers marketing organic products.
Insights for Exporters & Switzerland Wine Importers
- Value first: With overall imports down, competitive pricing is essential—but don’t skimp on quality.
- Highlight sustainability: Organic and eco-conscious labels stand out in Swiss retailers and fine dining circles.
- Leverage niche offerings: Sparkling, boutique, and specialty wines may tap into growing demand for unique experiences.
- Don’t ignore early-2025 trends: The strong early‑2025 growth in total Swiss imports (+28.6% Jan‑2025 vs Jan‑2024) suggests broader market resilience in goods—and wine could rebound if marketed smartly.
- Diversify strategically: Opportunities exist for “new-entry” suppliers from regions like Australia, Chile, and beyond.
Tips for successfully entering the Swiss market
- Quality is vital for Swiss consumers and this means that wine importers will focus on brands that have a well-developed story and origin, with premium bottles and labels.
- Due to the strong competition, expect serious investments in marketing in order to gain traction. Try to find an importer that can offer support with this aspect
- Try focusing on your complex, bold red wines because these will not get competition from locally grown wines.
- For New World wines, try to clearly present what are the aspects that differentiate your wines from those of Italian, Spanish and French producers that are already well established on the market. Develop a strong, quality-oriented USP and mention the Geographic Indication
- When dealing with potential importers, make sure you have a professional, clear message and that you can provide samples as soon as they are requested.
Details about the wine import procedures, taxes and labeling can be found here.
WINE IMPORTERS IN SWITZERLAND
A. Droz & Fils
Address: 107 Rte Du Nant Of April, Meyrin
Phone: 0041227313580
Website: www.drozvins.ch
Bataillard Ag
Address: Hasenmoosstrasse 33, Rothenburg
Phone: 0041412896161
Website: www.bataillard.ch
Arvi S.a
Address: Via Pedemonte Di Sopra 1, Melano
Phone: 0041916496888
Website: www.arvi.ch
Producers interested in the Swiss market can find a database with top wine importers, distributors and retailers here.
