swiss wine promotion ag

What swiss wine promotion ag does

Swiss Wine Promotion AG (SWP) is a non-profit national wine promotion organization founded in 2001 and headquartered in Bern, Switzerland. The organization develops and executes marketing, communication, and promotional initiatives to position Swiss wine as a high-value-added product both domestically and internationally. It serves a fragmented industry of more than 2,500 winemakers across six Swiss wine regions (Valais, Vaud, German-speaking Switzerland, Geneva, Ticino, and Trois Lacs) covering 14,569 hectares of vineyard, and operates programs targeting three primary constituencies: Swiss gastronomy (restaurants and hotels), international export markets, and consumer wine enthusiasts.

The organization's core offerings span a portfolio of programs and event-driven initiatives rather than a unified technology product. Key programs include Swiss Wine Week (international promotion with a record presence at Wine Paris 2026), Swiss Wine Gourmet (a restaurant network with 30 participating venues in the 2026 'Let's Dine with Swiss Wine' summer campaign), Swiss Wine Campus (education and training), Au coeur des vendanges (harvest experiences), and the newly launched Vin Suisse Durable sustainability certification. Regional event products include the Tavolata des Vins du Valais, Wii-Schiff wine cruises on the Rhine, Wii-Donschtig tastings in Schaffhausen, Weinwanderung Salgesch, and Modestement Vully. The digital footprint comprises a multilingual consumer website (swisswine.com across French, German, Italian, English), a B2B professional portal (pro.swisswine.com), and social media presence across LinkedIn, Instagram, Facebook, and TikTok.

The business model is non-commercial in the traditional sense: SWP does not sell wine and operates as an industry collective-promotion body funded through member contributions and program-related income. Event ticket pricing across its programs ranges from CHF 20 (entry-level tastings such as Schafuuser Wiiprob) to CHF 142 (premium Tavolata dinners), though most event revenue flows to regional partner organizations rather than central SWP. Strategy 2026-2029 articulates a target of 40% domestic market share for Swiss wine within Switzerland. Strategic partnerships include the Great Wine Capitals Global Network (Best of Wine Tourism Global 2026 award), MySwitzerland/Switzerland Tourism under the 'Swisstainable' initiative, and Wine Paris.

Name

swiss wine promotion ag

Legal name

Swiss Wine Promotion AG

Website

https://swisswine.ch

Company type

Private

Founded year

2001

Operating status

Operating

Short description

Swiss Wine Promotion AG is a Bern-based non-profit national promotion body that develops marketing and communication programs for Swiss wine, serving 2,500+ winemakers across six wine regions, the Swiss gastronomy sector, and international export markets through events, education, and certification.

Ownership category

akta.pro rank

Product category

Wine Promotion and Marketing

akta.pro primary industry

Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

• Wine promotion services
• Wine industry marketing
• Oenotourism experiences
• Wine gastronomy programs
• Wine education training

Headquarters

HQ city

Bern

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Swiss Wine Promotion AG is a non-profit industry organization that develops and implements marketing, communication, and promotional initiatives to position Swiss wines domestically and internationally. It runs flagship programs such as Swiss Wine Week, Swiss Wine Gourmet, Swiss Wine Campus, and 'Let's Dine with Swiss Wine', alongside regional oenotourism events (Tavolata, Wii-Schiff, wine walks, harvest experiences), connecting over 2,500 Swiss winemakers across six wine regions with consumers, restaurants, and export markets.

Product overview

Swiss Wine Promotion AG operates as a national wine promotion organization offering a portfolio of programs and initiatives rather than a unified software product. The core offerings include: Swiss Wine Week (international promotion), Swiss Wine Gourmet (gastronomy program), Swiss Wine Campus (wine education), Let's Dine with Swiss Wine (dining experiences), and Au coeur des vendanges (harvest experiences). These programs are complemented by regional wine events such as Tavolata des Vins du Valais, Wii-Schiff cruises, Wii-Donschtig tastings, and Weinwanderung Salgesch. The organization also provides a professional access portal (pro.swisswine.com) for industry stakeholders. This is not a technology product but a promotional and marketing ecosystem for Swiss wine.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 14,569 hectares of Swiss vineyard area under promotion coverage
• +2 more outcomes

Named customers3 records

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Best of Wine Tourism Global NetworkcoreStrategic or Co-development PartnerSwiss Wine Promotion is part of the Great Wine Capitals Global Network, winning the Best of Wine Tourism Global 2026 award for Swiss wine tourism offerings. This international network connects major wine-producing regions and promotes best practices in wine tourism.
• MySwitzerland (Switzerland Tourism)coreStrategic or Co-development PartnerPartnership with Switzerland's official tourism organization to promote sustainable Swiss tourism under the 'Swisstainable' initiative. Collaborates on positioning Switzerland as a sustainable destination including wine tourism experiences.
• Wine PariscoreStrategic or Co-development PartnerSwiss Wine Promotion organizes Swiss wine participation at Wine Paris, achieving a record presence at the 2026 edition. This major international wine trade event serves as a platform for Swiss wine export development.
• Vully Wine AssociationminorChannel Partner/ Reseller/ DistributorRegional wine association organizing the Modestement Vully event, an innovative wine tasting experience inspired by the Salon des Modestes de Fribourg, celebrating a decade of passion and terroir in the Vully wine region.
• Wallis Kostbar AGminorChannel Partner/ Reseller/ DistributorOrganizer of the Weinwanderung Salgesch (Wine Walk Salgesch), an 8km wine walk event through the vineyards near Salgesch in Valais, with the event starting at Bahnhofstrasse 50, 3970 Salgesch.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Deutsches Weininstitut (German Wine Institute): Germany's national wine promotion body, charged with marketing German wines domestically and internationally. Directly comparable as a non-profit industry organization running campaigns, events, education, and export development for a national wine category adjacent to Switzerland.
• Sopexa: French agri-food and wine promotion agency running international marketing campaigns for French wine and food sectors. Directly comparable in mission (national wine promotion, international B2B and consumer campaigns) and event-driven GTM, but with materially larger budget and broader geographic reach.
• Wine Australia: Australia's statutory body for wine research, marketing, and regulation, running export development and education programs for Australian wine. Comparable as a national-level non-statutory promotion organization with international trade fair presence and producer representation mandate.
• Wines of South Africa (WoSA): South Africa's generic wine promotion body representing all South African producers in international markets. Directly comparable as a non-profit generic promotion organization focused on international awareness, education, and trade channel development.
• Vinos de Chile (Wines of Chile): Chile's generic wine trade association promoting Chilean wine exports globally through trade fairs, education, and image campaigns. Directly comparable as a producer-funded generic promotion body with similar international event strategy and trade marketing focus.
• Prosecco DOC Consortium: Italian DOC consortium responsible for Prosecco's generic promotion, regulation, and international marketing. Comparable as a producer-funded generic promotion organization running international trade events, education, and brand-building campaigns for a defined regional wine category.
• Conseil des Vins de Provence: French regional wine council promoting Provence rosé and other wines internationally via marketing, events, and education. Comparable as a producer-funded generic promotion body running similar event-driven, content-rich international awareness campaigns.
• Wine Institute of California: California's public policy association representing wineries, focused on international market access and trade promotion for California wine. Directly comparable as a generic wine promotion body with international export development mandate.
• Instituto dos Vinhos do Douro e Porto (IVDP): Portuguese inter-professional body overseeing Port and Douro wines, managing certification and international promotion. Comparable as a public/private wine body running multi-tier promotion, certification, and trade marketing programs.
• Wines of Argentina: Argentine generic wine body promoting Malbec and other Argentine wines in international markets through trade fairs, education, and PR campaigns. Directly comparable as a generic producer-funded promotion organization with similar international event-driven strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/swisswinepromo
• LinkedInlinkedin.com/company/swiss-wine-promotion

Revenue estimate

Valuation estimate

Number of profiles

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 swiss wine promotion ag