Switzerland: Downturn in beer market continues with sales shrinking by 1.8%

The downturn in the Swiss beer market continues. In the last brewing year 2024/25 (as of end September), beer sales including non-alcoholic beers shrank by 1.8% to 4.72 million hectolitres, Swiss Infor reported on November 26.

The boom in craft beers is declining. On the other hand, demand for traditional beer styles such as lager, pale ale and increasingly pilsner is on the rise again, the Swiss Brewers’ Association (SBV) announced to the media in Zurich on Thursday.

Non-alcoholic beer is included in the figures for the first time. In contrast to alcoholic beer, the output of non-alcoholic beer grew by 13% to 353,307 hectolitres, bringing the share of non-alcoholic beer to 7.5% after 7% in the previous year.

Without the non-alcoholic beers, the situation looks even bleaker. Sales of beer with alcohol fell by 2.8% to 4.37 million hectolitres.

The catering trade continued to suffer. The proportion of beer sales accounted for by the catering trade fell from 31.4% in the previous year to 30.7% at present. This means that people are increasingly buying their beer in shops. This contrasts to 20 years ago, when the share in each sector was fairly equal.

“Rural and beverage-centred restaurants in particular are struggling with dwindling customer numbers and therefore struggling to survive,” wrote the association. If coronavirus loans also have to be paid, it will be tight for many.

In addition, the traditional “regulars’ table” (Stammtisch in German) is under generational pressure and is literally dying out, wrote the brewery association. “There is nothing comparable to follow.” The population’s changing leisure, spending and consumer behaviour is also an important reason for the current negative trend.

People are increasingly withdrawing into their private lives, explained the SBV. The 14 to 29-year-olds in particular are going to fewer parties or clubs. Leisure time is shifting more towards individual and digital activities.