Heineken Switzerland

What Heineken Switzerland does

Heineken Switzerland AG is the Swiss operating subsidiary of Heineken N.V., brewing and distributing a multi-brand beer portfolio across Switzerland through two owned breweries in Chur (Calanda) and Lucerne (Eichhof), a central wholesale warehouse in Domat/Ems, and the wholly-owned Stardrinks distribution subsidiary serving the gastronomy sector. The company brews and distributes a portfolio of core Swiss heritage brands (Calanda, Eichhof, Haldengut, Ittinger Amber, Ziegelhof) alongside the global Heineken brand and distributed international labels (Birra Moretti, Affligem, Desperados, Erdinger, Sagres).

The business operates across two principal revenue streams: beer production and sales, and complementary beverage distribution. Through Stardrinks, the company provides a full assortment of beers, ciders, water, soft drinks, juices, spirits, and wines to Swiss hospitality customers. Through Kellerei St. Georg, it distributes over 1,000 wines exclusively to the gastronomy sector. Distribution follows a dual-channel model covering on-trade (gastronomy, hotels, events) via Stardrinks and direct wholesale, and off-trade (retail, supermarkets) via standard wholesale partnerships. The company employs approximately 550 people in Switzerland and is privately held as a wholly-owned subsidiary of the publicly listed Heineken N.V.

The company has no proprietary AI/ML or digital technology disclosed in source data; technology is described as standard industrial brewing and logistics infrastructure. Quality is governed by IFS Food, ISO 9001, HACCP, and GMO-free certifications, with production powered by 100% Swiss certified hydropower. Sustainability commitments are operationalized through the 'Brewing a Better World' programme covering water, CO2, sustainable sourcing, responsible consumption, health & safety, and social engagement, alongside material investments such as fleet electrification (Nov 2025) and inclusion programmes through partnerships with Brändi Foundation, Plankis, Swiss Red Cross, and Nez Rouge.

Name

Heineken Switzerland

Legal name

Heineken Switzerland AG

Website

https://heinekenswitzerland.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Heineken Switzerland AG is a wholly-owned subsidiary of Heineken N.V. that brews and distributes a multi-brand beer portfolio across Switzerland through two owned breweries, a wholesale warehouse, and the Stardrinks hospitality distribution subsidiary.

Ownership category

akta.pro rank

Product category

Brewery / Beer Manufacturing

NAICS

Breweries (31212), Beer and Ale Merchant Wholesalers (424810)

SIC

Malt Beverages (2082), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industry

Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)

Keywords

• Beer brewing
• Alcoholic beverages
• Brewery operations
• Beverage distribution
• Hospitality supply

Headquarters

HQ city

Lucerne

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Beer production and sales: HEINEKEN Switzerland brews and sells a broad portfolio of beers including Heineken, Birra Moretti, Calanda, Eichhof, Ittinger, Sagres, and Desperados, produced in its own breweries in Chur and Lucerne for the Swiss market.
2. Wine distribution (Kellerei St. Georg): Through the Kellerei St. Georg wine merchant division, HEINEKEN Switzerland distributes over 1,000 wines to the gastronomy sector, sourced from Switzerland, France, Italy, Spain, Portugal, Austria, Germany and overseas.
3. Beverage wholesale (Stardrinks): The Stardrinks subsidiary distributes a wide beverage assortment (beers, ciders, water, soft drinks, juices, spirits, wines) to gastronomy customers across Switzerland, operating as a direct channel partner.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Heineken Switzerland AG brews and distributes a multi-brand portfolio of beers including international premium brands (Heineken, Birra Moretti, Desperados) and historic Swiss regional brands (Calanda, Eichhof, Haldengut, Ittinger Amber, Ziegelhof) from its own breweries in Chur and Lucerne. The company operates the Stardrinks beverage distribution subsidiary serving the gastronomy sector, and the Kellerei St. Georg wine merchant offering 1,000+ wines to hospitality, reaching both on-trade and off-trade channels across Switzerland.

Product overview

Heineken Switzerland is one of Switzerland's leading brewing companies operating as a multi-brand portfolio. The company brews and distributes beers through its own breweries in Coire and Lucerne, while also distributing international specialty brands. The portfolio includes six core Swiss beer brands (Heineken, Calanda, Eichhof, Ittinger Amber, Haldengut, Ziegelhof) plus distributed international brands (Birra Moretti, Affligem, Desperados, Erdinger, Sagres). The company also operates complementary businesses including Stardrinks (beverage distribution for gastronomy) and Kellerei St. Georg (wine merchant). Products are distributed to retail customers and hospitality partners through the wholesale distribution warehouse in Domat/Ems and via Stardrinks distribution partners across Switzerland.

Differentiator

Problem solved

Functional benefit

Brands

• Stardrinks: Beverage trading company serving the hospitality sector with a wide range of beverages including beers, soft drinks, wines, and spirits
• Kellerei St. Georg

Products and services

• Heineken International premium lager available in over 190 countries, recognized by its slightly bitter taste, fresh fruity aroma, and clear color; produced locally in Switzerland through HEINEKEN's breweries.
• Calanda Regional Swiss beer from the Grisons brewed in Coire for over 240 years using pure Grison mountain water; one of Switzerland's oldest breweries and a major regional employer.
• Eichhof Lucerne brewery established in 1834, considered Switzerland's first specialty brewery, with multiple award-winning recipes including dark beer brewed since 1906.
• Haldengut Beer brand from Winterthur established in 1843, known for traditional brewing and premium raw materials, popular in Winterthur and eastern Switzerland.
• Ittinger Amber Amber beer brewed with hops exclusively cultivated in the Ittigen Charterhouse gardens, using four types of barley and malt; the only Swiss beer with authentic monastic provenance.
• Ziegelhof Traditional beer brand from Liestal in Basel-Campagne, brewed using original recipes including lager and Goldbräu according to Pilsner method.
• Birra Moretti Traditional Italian quality beer produced since 1859 using premium raw materials and a special blend of premium hops giving unique taste and balanced bitterness.
• Affligem Belgian beer brewed using traditional bottle fermentation method, featuring blonde, double, and triple varieties with natural carbonation and balanced aroma.
• Desperados Tequila-flavored beer with a hint of lemon, light and refreshing at 5.9% alcohol, positioned as a trendy flavored beer.
• Erdinger Bavarian private brewery specializing in wheat beers, brewed according to Bavarian purity law with particular attention to bottle fermentation.
• Stardrinks Beverage distribution service offering the gastronomy sector a vast and diversified assortment including beers, radlers, ciders, waters, soft drinks, juices, spirits, wines, with online ordering available.
• Kellerei St. Georg Wine merchant specializing in gastronomy needs with over 1,000 white, red, sparkling, and dessert wines sourced from major wine regions worldwide.
• Calanda VITA 0.0 First non-alcoholic blonde beer with functional added value launched in Switzerland, offering a refreshing and invigorating drink for moments of conscious enjoyment.
• Calanda Radler 0.0% Pacific Peach Isotonic non-alcoholic radler with peach flavor and lemon balm, enriched with vitamin B12 and magnesium, released as a limited edition.

Quantifiable outcome

• 100% renewable energy: Swiss certified hydropower used in all production.
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Hockey Club Davos (HCD)coreGTM or Marketing Partner · 1 January 2029HEINEKEN Switzerland, through its Calanda brand, has been the main sponsor (Gold Partner) of Hockey Club Davos for multiple years. In January 2025, the partnership was extended for five more years until the end of the 2028/29 season. Additionally, since the 2023/24 season, the Calanda brand sponsors the HCD Ladies (women's ice hockey first team), aligning with HEINEKEN's DEI (Diversity, Equity & Inclusion) strategy.
• Table couvre-toiminorStrategic or Co-development Partner · 1 January 2022HEINEKEN Switzerland partners with the Table couvre-toi organisation to recover unsold beverages from all company depots across Switzerland and make them available to people in need, reducing food waste.
• Nez RougeminorGTM or Marketing Partner · 1 January 2022HEINEKEN Switzerland supports the Nez Rouge road safety campaign, which provides volunteer drivers to take people home safely during the festive season. HEINEKEN management members participate as volunteer drivers. The partnership aligns with the company's commitment to responsible alcohol consumption and road safety.
• Brändi FoundationminorStrategic or Co-development Partner · 1 January 2022HEINEKEN Switzerland employs people with disabilities from the Brändi Foundation for bottle sorting work at its Lucerne site, supporting the integration of people with disabilities into the labour market.
• Hosang'sche Stiftung PlankisminorStrategic or Co-development Partner · 1 January 2022Between 6 and 12 people from the Plankis Foundation work at HEINEKEN Switzerland's distribution centre in Domat/Ems, supporting employment for people with disabilities.
• Swiss Red CrossminorStrategic or Co-development Partner · 1 January 2022HEINEKEN Switzerland employs people from the Swiss Red Cross in support of labour market integration for vulnerable groups.
• IGORA (Interest Group for Aluminium Packaging Recycling)minorStrategic or Co-development PartnerHEINEKEN Switzerland is a member of IGORA, the interest group for optimising the recycling of aluminium packaging, aiming to further increase the already high recycling rate (over 90%) of aluminium cans.
• Sustainable Agriculture Initiative (SAI)minorStrategic or Co-development PartnerHEINEKEN is actively involved in the Sustainable Agriculture Initiative platform to consider all aspects of sustainable agriculture, particularly in relation to barley sourcing. HEINEKEN is one of the three largest brewery barley consumers in the world.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Carlsberg Group: Global brewing conglomerate and parent of Feldschlösschen, the Swiss market leader. Operates broadly across European and global markets with overlapping premium and mainstream brand portfolios, making it the most strategically comparable incumbent to Heineken Switzerland's parent group.
• AB InBev: World's largest brewer with a broad multi-brand portfolio including Stella Artois, Beck's, Corona, and Budweiser, many of which compete in Swiss on-trade and off-trade channels. Operates as a global incumbent overlapping with Heineken Switzerland's distributed international brands and premium positioning.

Direct peers

• Appenzeller Bier: Regional Swiss brewery with strong local brand equity and craft heritage, distributing across Switzerland. Competes directly with Heineken Switzerland's regional brands (Eichhof, Haldengut) in on-trade and specialty retail channels, particularly in eastern and central Switzerland.
• Mövenpick Wein: Switzerland's largest wine merchant (owned by Coop Group), distributing a curated multi-origin wine selection to gastronomy and retail. Directly comparable to Heineken Switzerland's Kellerei St. Georg wine merchant division in terms of gastronomy customer focus and wine category breadth.
• Feldschlösschen: Switzerland's largest brewer and the country's #1 beer brand portfolio, owned by Carlsberg Group. Operates multiple Swiss breweries and brands (Cardinal, Gurten, Hürlimann, Valaisanne) across both on-trade and off-trade channels, making it the closest head-to-head competitor to Heineken Switzerland in every Swiss market segment.
• Schützengarten: Oldest brewery in Switzerland (founded 1789, St. Gallen), comparable regional heritage brewery competing in the eastern Swiss market with a similar multi-channel distribution model. Its long-standing regional brand identity mirrors the role of Calanda and Eichhof within Heineken Switzerland's portfolio.
• St. Galler Bier: Regional Swiss brewery operating in the eastern Switzerland market with comparable heritage and product positioning. Competes for on-trade and off-trade accounts against Heineken Switzerland's regional portfolio, particularly in the same geographic footprint as Schützengarten and Appenzeller.
• Rugenbräu: Swiss craft brewery with a national footprint and strong specialty-brand positioning. Competes for premium and craft occasions against Heineken Switzerland's specialty brands (Birra Moretti, Affligem) and for gastronomy accounts via independent distribution.

Emerging players

• Doppelleu Boxer: Swiss craft brewery with growing national presence in the premium and specialty segment. Targets similar gastronomy and craft-focused on-trade accounts that Heineken Switzerland serves via Stardrinks and its distributed brands, representing the rising craft segment pressuring mainstream brewer share.
• Brasserie des Franches-Montagnes: Swiss craft brewery from the Jura region with national distribution and award-winning specialty beers. Competes in the premium and craft on-trade segment that overlaps with Heineken Switzerland's specialty distributed brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/heineken
• LinkedInlinkedin.com/company/heineken-switzerland

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Heineken Switzerland