What to expect from the UK's second Swiss Wine Week ?

The second Swiss Wine Week is due to take place in the UK between November 6 and 12 with the chance for wine merchants, sommeliers and suppliers to discover the very latest in Swiss wines in a series of special tastings, masterclasses and events. Here Jasmin Schmid, project manager for Swiss Wine explains what to expect and why she believes Switzerland is so well placed to offer the UK trade the modern wines it is looking for.

Tell us about Swiss Wine Week and what you have planned?

This year we have a great program planned just as last year. We will kick off Swiss Wine Week in collaboration with the Swiss Embassy, where we will present one wine of each winemaker that are participating in this year’s edition. The event is by invitation only.

On Saturday we will be present with some of the sinemakers at the Decanter Fine Wine Encounter. We will be presenting a total of 16 Swiss Wines.

On Monday there will be two masterclasses moderated by José Vouillamoz at 67 Pall Mall 67. One is to celebrate 100 years of Syrah in the Valais and only Syrah wines will be presented and in the second masterclass participants will have the possibility to taste an exclusive selection of wine from the 2015 vintage 2015. The Swiss Wine Vintage Award Masterclass is in collaboration with Swiss Wine Connection.

In the afternoon we have the big walkaround tasting at 67 Pall Mall where there will be wines from more than 20 wineries in Switzerland and the presence of 11 Swiss winemakers. In the evening there is a special tasting for the members of 67 Pall Mall.

On Tuesday a masterclass will be held for WSET and on Wednesday for the Wine Guild. The whole programme can be found here.

What is the overall objective of the week and what you hope to achieve?

We hope to achieve even more awareness for Swiss Wine and of course hope to increase the sales of Swiss Wines in the UK. At the same time there are also some producers who are still looking for an importer in the UK so we also hope that we can help them accomplish this and accompany them on their journey to exporting wines in the UK.

You held the first Swiss Wine Week last year - what did you learn from that in terms of what worked best?

We thought that the Swiss Wine Week last year was already a great first editio and a success also in terms of awareness and participation. This is why we wanted to continue with the same program this year. In the future we definitely also want to integrate restaurants and wine shops event more into Swiss Wine Week and also throughout the year by planning small projects in addition to a Swiss Wine Week.

What are you doing differently this year and why?

We are not really doing anything different this year. The only thing we have decided not to do are the small tastings in the Wine shops. As mentioned above, we definitely want to integrate the wine shops more into activities with Swiss Wine but we have to rethink the concept of the shop tastings and maybe plan and think bigger for next year.

You have a series of tastings planned through the week - can you pick out some highlights?

The two masterclasses held by José Vouillamoz are definitely two highlights in the week. Since there will be a wonderful selection of Syrahs and in the vintage award masterclass an exclusive selection of vintage award winners with the vintage 2015, which are otherwise not possible to taste anymore. Also the walk around tasting will give a wonderful overview of Swiss Wine and give the people the chance to meet the winemakers.

What is the current trading situation for Swiss wines in the UK in terms of sales/ growth?

We have seen that the exports of Swiss Wine from 2020-2022 where steadily increasing and then started decreasing in 2023. We believe that there is a big growth potential for Swiss Wines in the UK and we want to position Swiss Wines in the premium luxury segment where we see that there is a lot of potential.

Where are you seeing the most success with in terms of styles, varieties and regions?

We have seen a lot of success with all the authoctone grape varieties we have in Switzerland, like a Petite Arvine or Humagne Blanche, Cornalin and at the same time there is big interest for our two main grape varieties Chasselas and Pinot Noir.

Our Pinot Noirs are at the same quality level as a Burgundy but at a much lower price. Also in general there is a trend worldwide for lighter and fresher wines, and Swiss wines fit perfectly into this trend. With our Alpine climate we produce fresh and light wines.

What are the main markets for Swiss wine around the world?

Germany, France, USA, BeNeLux, UK, Asean (Japan, Singapore, China).

You also do Swiss Wine Weeks in other parts of the world - where are they and how long for?

Yes. It also depends a bit on the year but in general we have a Swiss Wine Week in the following cities and countries: Singapore - this year we are doing two weeks, one in May and once inNovember; the US; Belgium

What have you learnt from those events that you have been able to bring to the ones in the UK?

We have learnt a lot from the Swiss Wine Weeks around the world. First of all every market is different and you cannot just implement the same concepts everywhere.

What we have learned which is very important is that we need a local partner to help us organise the events and establish the contacts. Which is why we are working with Fitting Wines who is organising all the events in London.

At the same time, we need the Swissness brand which is why we also always work with the Swiss Embassies and Switzerland Tourism which are very valuable partners in the international markets.

What we have also learned is that the wines have to be made available in th markets which is why we work with the importers, wine shops and restaurants whenever possible.

17th October 2025 by Richard Siddle

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