Not so long ago, an alcohol-free drink was the stopgap for designated drivers. Today it is a conscious choice — and Switzerland, together with Austria, is one of Europe's pioneers in alcohol-free and low-alcohol drinks. Here are the most important figures, what is driving the trend and how you can get the most out of it.
How Switzerland drinks today
22 percent of consumers in Switzerland regularly choose no- and low-alcohol alternatives ("NoLo"). In a survey from January 2026, 79 percent of respondents said they had consciously gone without alcohol at some point in the previous six months. The most frequent reasons: 52 percent want to drink less, 41 percent cite health.
The long-term trend points the same way: the number of people in Switzerland who drink alcohol every day has halved since 1992. Younger generations are leading the change — 37 percent of Gen Z and 31 percent of millennials describe themselves as "sober curious".
Alcohol-free beer paved the way
No category shows the change more clearly. In the 2024/25 brewing year, alcohol-free beer reached a 7.5 percent share of the Swiss beer market, up from 6.1 percent in 2023. Output grew by 13 percent within a year to more than 353,000 hectolitres, while beers with alcohol declined. Measured by value, almost one in ten beers sold in Swiss retail is now alcohol-free.
The idea is not new: as early as 1908, the Haldengut brewery in Winterthur produced an alcohol-free beer called "Perplex". What is new is the image — prejudices about taste have largely disappeared since 2019. The Swiss Brewery Association even expects the share of alcohol-free beer to reach 15 percent within ten years. Beer showed that alcohol-free can taste good; wine, sparkling wine and spirits are now following.
Alcohol-free wine: the only growing wine segment
Alcohol-free wine is still at the beginning: its share of Swiss wine sales is estimated at around 1 percent, compared with about 3 percent in Germany. But it is currently the only segment of the wine market that is growing, and demand rises noticeably every year during Dry January.
Making a good alcohol-free wine is demanding: the wine is first made normally and the alcohol is then removed, which is costly. Modern methods preserve far more aroma than they used to. How it works is explained in our article on dealcoholisation methods; which reds convince us is in the best alcohol-free red wines. Or browse directly: red wine, white wine and rosé.
Beyond beer and wine
The trend now covers every category. Alcohol-free spirits — from gin alternatives to aperitifs — are the basis for mocktails that need not hide behind the original. Alcohol-free sparkling wine has gained a lot in taste in recent years and is the classic choice for toasting. And sparkling tea is an elegant alternative to sparkling wine, especially with food.
Sober curious: more conscious, not less fun
"Sober curious" does not mean giving up alcohol for good. It means questioning your own habits and finding out what does you good. You can start small: no alcohol on weekdays, a Dry January, or an alcohol-free drink at every second party.
At social occasions, a simple "I'm having something alcohol-free today" is usually enough — no justification needed. And if you are the host, an attractive alcohol-free option on the table makes everyone feel welcome, whatever they drink.
Tips for enjoying alcohol-free
Try your way through. Taste is personal, and the range is wide — the bestsellers are a good place to start. Pair with food. A light white wine goes well with fish or salads, a fuller red wine with pasta or grilled food, sparkling wine with an apéro of Swiss cheese and dried meat. Serve cool. Sparkling and white wines show best well chilled; red wines slightly cooler than room temperature.
Frequently asked questions
How big is the market for alcohol-free beer in Switzerland?
In the 2024/25 brewing year, alcohol-free beer reached 7.5 percent of the Swiss beer market, with output of more than 353,000 hectolitres — 13 percent more than the year before.
Is alcohol-free wine growing in Switzerland?
Yes. With an estimated share of around 1 percent it is still small, but it is currently the only segment of the wine market that is growing.
What does NoLo mean?
NoLo stands for "no and low alcohol" — drinks without alcohol or with reduced alcohol content.
What does sober curious mean?
Being curious about drinking less: questioning your own habits and trying out how it feels to drink less or no alcohol — without a strict rule.
Ready to try it yourself? Discover our alcohol-free wines, sparkling wines, spirits and sparkling teas at Alcfree.ch.
