Swiss Wines and Winemakers Facing Globalization: Challenges and Perspectives | Jean-Paul Schwindt

"Swiss wines send out an SOS," "Winemakers are at their breaking point," "It's bitterness!" These are the headlines that regularly appear in the media. However, Switzerland brilliantly exports its products, including chocolate, cheese, watches, and precision instruments. But the presence of its wines abroad is insignificant, and on its own market, European wines dominate by far. Often, price pressure on wine and a decline in its consumption are cited to explain the nature of this crisis; however, these factors represent only the visible part of the iceberg. This book aims to explain the origins of this profound crisis and provide answers. It introduces the many protagonists, events, and places in its history: the Gotthard Pass, the mercantile aristocracy of Bordeaux, the great dukes of Burgundy, the American Prohibition (1920-1933), the invention of the maritime container, Fellini's Dolce Vita, or the scandal of adulterated Austrian wine (1985), all of which have contributed to putting Swiss viticulture on its knees. While producing wine is an art that Swiss winemakers master, knowing how to sell it in a highly competitive market is another. By leveraging the opportunities offered by new buying behaviors and the fourth industrial revolution, the ecological one, real prospects for the Swiss wine sector are emerging. Concrete and innovative solutions are proposed in this book. All that's left is to discover them.