For Connoisseurs. And Everyone Else. Swiss Wine Shows Its Playful Side.

Some talk about terroir, vintage and finish. Others simply say: “That's delicious!” With its new national campaign, “For Connoisseurs. And Everyone Else.”, Swiss Wine celebrates the many ways to enjoy Swiss wines. Discover the campaign and its entertaining films.

Friday 23 Oct 2026

Do you need to understand wine to enjoy it?

Hints of red berries, delicate mineral notes, an elegant finish. Or simply: “Wow, that's good!” When it comes to wine, not everyone speaks the same language. Some love discussing grape varieties and terroirs. Others just know what they like. And that's perfectly fine.

With its new national campaign, “For Connoisseurs. And Everyone Else.”, Swiss Wine brings these two worlds together. With a playful wink, a generous dose of humour and one simple message: Swiss wine is for everyone. Whether you know every grape variety by name or simply enjoy a good glass of wine.

Two perspectives. One shared passion.

Sound familiar? At a restaurant, someone gives you a detailed description of a wine when all you really want to know is whether it goes with your meal. Or a friend enthusiastically discusses the perfect balance of acidity while you're already looking forward to your next sip.

The new campaign plays with exactly these situations. In a series of humorous films, wine experts and casual enthusiasts come face to face. Two very different perspectives, united by one thing: the pleasure of enjoying good wine.

Because there's no right or wrong way to appreciate wine. Knowledge can be fascinating and open up new horizons. But you don't need to be an expert to enjoy a great bottle. Sometimes, one sip says it all.

Swiss wine, without the complications

The world of wine can sometimes feel complicated. Grape varieties, vintages, appellations and technical terms: it's easy to feel overwhelmed.

Swiss Wine wants to change that. Not by simplifying the wines themselves or overlooking their unique qualities, but by making them more accessible.

“Our goal is to communicate in a simpler, clearer and more accessible way,” explains Pierre-Alain Bapst, Managing Director of Swiss Wine Promotion. Swiss wines should be easier for all consumers to understand, discover and, above all, choose.

The campaign invites everyone to explore Swiss wines with confidence. With curiosity instead of jargon. With enjoyment instead of complicated rules. And with the freedom to develop their own taste.

Whether you're looking for the perfect aperitif wine, trying something new over dinner or surprising your guests with a special bottle, what matters most is finding something you enjoy.

A small wine country full of surprises

Behind the campaign's playful humour lies an important message: “Swiss Wines. Surprisingly Diverse.”

Six wine regions, more than 250 grape varieties and countless stories make Switzerland a fascinating wine country. From refreshing Chasselas from Vaud to distinctive Petite Arvine from Valais and elegant Pinot Noir from German-speaking Switzerland, there's always something new to discover.

Geneva also surprises with its remarkable diversity of grape varieties, Ticino is renowned for its Merlot, and the Three Lakes region produces distinctive wines around Lakes Biel, Neuchâtel and Murten.

Add extraordinary landscapes, diverse soils and climatic conditions, and passionate winemakers who combine craftsmanship and expertise to create unique wines.

The best part? All this diversity is right on our doorstep. And even experienced wine connoisseurs will find plenty to surprise them.

More discovery. Less complication.

With the campaign launched in October 2026, Swiss Wine is opening a new chapter in how Swiss wines are presented. On television, posters, digital media and social networks, the two worlds of wine appreciation meet.

The aim is to make Swiss wines more visible, approachable and a natural part of everyday life. In restaurants, in shops and wherever people come together to share memorable moments.

“It's not simply about selling more bottles, but about highlighting the work of the people who produce our wines,” emphasises Pierre-Alain Bapst.

Because Swiss wine is much more than a place of origin. It represents diversity, craftsmanship, togetherness and people who put their passion into every bottle.

And you? A connoisseur or everyone else?

Can you recognise a Pinot Noir from its aroma alone? Fantastic. Prefer choosing a wine because you like the label or someone recommended it? That's great too.

What matters is enjoying the opportunity to try something new. Perhaps you'll discover an unfamiliar grape variety, a new favourite wine region or simply the perfect bottle for your next evening with friends.