Switzerland
Switzerland cannot cover its wine demand through domestic production alone. In 2025, 211.2 million litres of wine were consumed, including 132 million litres of foreign wine. This means imported wine accounted for around 62.5% of total consumption. At the same time, overall wine consumption fell by 3.3%, while consumption of foreign wines declined by 6.4%. Swiss wine moved against this trend, increasing its market share to 37.5%.
For Argentine producers, this creates a clear starting point: imports are a structural part of the Swiss wine market. The relevant question is where origin, style, price and distribution can establish a distinct position within the existing offer.
Source: Federal Office for Agriculture, The Wine Year 2025 and media release of 21 April 2026.
An import-dependent market
with clear origin preferences
Swiss wine imports are highly concentrated.
In 2025, Switzerland imported around 1.55 million hectolitres of wine. Italy accounted for 43.8%, France for 23.1% and Spain for 14.8%. Together, these three origins represented 81.7% of total import volume. Including Portugal, the share reached 87.0%.
New producers enter a market in which a small number of European origins already shape the import structure.
Where can a new origin become relevant within the existing offer?
Wine imports by origin
Source: FOAG, The Wine Year 2025; data based on Swiss foreign trade statistics Swiss-Impex, status March 2026.
The import structure shows how clearly the market is already distributed. For Argentine producers, the key question is where their wine can establish a distinct role through style, price, origin and distribution channel.
Argentina's current market position
of Swiss wine import volume came from Argentina in 2025.
Source: Federal Office for Agriculture, The Wine Year 2025; import data based on Swiss-Impex, status March 2026. Change versus the previous year based on FOAG data for 2024/2025. A further 22 hl were sparkling wine in 2025.
Argentina's imports are
heavily concentrated in red wine
In 2025, consumption of foreign red wines in Switzerland fell by 9.1%. Consumption of foreign white wines increased by 0.4%. Across the Swiss market as a whole, consumption of red wine including rosé declined by 5.5%, while white wine increased by 0.5%.
At the same time, almost 89% of Swiss wine imports from Argentina were red wine. Argentina's current import profile is therefore particularly concentrated in the segment that recorded the clearest decline in 2025.
A Swiss market strategy should assess portfolio, style and origin positioning against the actual development of these categories.
Argentine import profile and market development
The two datasets measure different variables — import composition and consumption development — and should not be interpreted as direct causality.
Swiss wine shapes the competitive landscape
In 2025, 79.2 million litres of Swiss wine were consumed, 2.3% more than in the previous year. Its market share increased from 35.5% to 37.5%. Consumption of foreign wines fell by 6.4% over the same period.
Foreign producers therefore compete simultaneously with established international origins and a domestic wine sector whose positioning and sales promotion are actively supported.
Imports are part of the market. Preference remains contested.
Market access is also a regulatory question
Unlike the EU internal market, Swiss wine imports operate within their own agricultural and customs framework.
White, red and rosé wines are subject to tariff quotas totalling 1.7 million hectolitres per calendar year. Commercial importers require a general import permit from the Federal Office for Agriculture for imports within the quota and must be registered with the Swiss Wine Trade Control.
The choice of importer therefore affects the practical conditions of market access. Its structure and import capability are part of the route to market.
As of August 2026, the existing quota allocation procedure remains in force. A change giving greater weight to so-called domestic performance is currently under political consideration. The Federal Council announced a decision for autumn 2026. The applicable rules should therefore be checked again before a specific import decision is made.
Switzerland follows its own market logic
Switzerland is a small, import-dependent market with its own pricing, trade and regulatory environment.
A new wine enters a market shaped by strongly established European origins, an actively positioned domestic wine sector and declining overall consumption. Argentina's market position is small and declined further in 2025.
Which position can this wine realistically occupy in the Swiss market?
Portfolio, price positioning, importer, distribution channel and communication can then be defined from that position.
Imported wine is a fixed part of the Swiss market.
For Argentine producers, relevance depends on establishing a precise position between established European origins and Swiss wine. Product, origin, price, import structure and target audience have to work together.
A small market requires a more precise strategy.
Federal Office for Agriculture — The Wine Year 2025
Data year: 2025
Includes production, stocks, imports, exports and consumption.
According to FOAG, import data are based on Swiss-Impex, status March 2026.
Link: FOAG, The Wine Year 2025Federal Office for Agriculture — Wine Year 2025: Swiss wines hold their ground as wine consumption declines
Published: 21 April 2026
Data year: 2025
Link: FOAG media releaseFederal Office for Agriculture — The Wine Year 2024
Data year: 2024
Used for comparison of Argentine import volumes in 2024/2025.
Link: FOAG, The Wine Year 2024Federal Office for Agriculture — Import of wine and grapes for winemaking
Used for general import permits and tariff quotas.
Link: FOAG import informationFederal Office for Agriculture — Allocation of the wine tariff quota
Published: 11 March 2026
Used for the ongoing procedure concerning a possible change to the allocation system.
Link: FOAG quota allocation