No wonder Migros has developed a taste for alcohol: 52.8 liters of beer, 31.5 liters of wine, 3.8 liters of spirits and 1.6 liters of fruit wine is the annual per capita consumption in Switzerland. Most of the regional Migros cooperatives should have said to themselves why all the alcoholic sales millions are left to Coop and Denner when they gave their yes recommendation for alcohol sales.
The Swiss retail trade makes a lot of money from the sale of beer, wine, martini, gin and co. According to the latest figures from the Federal Office for Agriculture for 2020, the entire food retail trade generated sales of 2.6 billion francs with alcoholic beverages. Measured against the total turnover of 29.8 billion, that is 8.7 percent.
For comparison: Fresh vegetables and potatoes account for 7.7 percent of total sales. As a result, supermarkets make more sales from alcohol sales. Alcohol is the fourth most important product group for grocery retailers after bakery, milk and meat in terms of sales.
Marketing trick by Duttweiler: That’s why there is no alcohol at Migros(01:45)
Coop is the largest wine retailer
So much for the figures from the Federal Office. If you ask retailers, they keep a low profile. If you ask around in the industry, the names Coop and Denner, which dominate the alcohol trade, come up. According to a survey by the “Schweizerische Weinzeitung” for 2020, Coop is the largest wine retailer in the country, closely followed by the Migros subsidiary Denner. Together they have a market share of 43 percent. The discounters Aldi Suisse and Lidl together account for 9 percent. Good wine sellers also include Otto’s, Landi, Spar, Manor and Globus.
Not to forget the over 3500 independent wine shops throughout Switzerland, for example the wine dealers Zweifel, Martel, Reich, Bindella or Schwander.
When it comes to beer, local breweries and specialty beers are in vogue, retailers said on request. According to the Swiss customs administration, 1278 breweries are currently registered – more than ever before.
One of the two top alcoholic beverages in the village chain Volg is their own lager beer in a can, followed by Appenzeller Alpenbitter. As far as hard liquor goes, Denner Whiskey is the best. At Coop it’s vodka, at Aldi it’s gin. Red wine is also in high demand at the discounter at the moment.