Markus Naewie: Change in consumption habits – are we really drinking less, or just differently?

What happens to indulgence when health becomes a project? Is the younger generation drinking less alcohol – or just drinking differently? And how does a 333-year-old wine merchant reinvent itself in a declining market?

In this episode, Jonathan Schwarz speaks with Markus Naewie, CEO of SCHULER 1694 AG, about the culture of indulgence, the pressures facing the wine trade and how one of Switzerland’s oldest family-owned companies is reinventing itself.

Wine consumption in Switzerland has been declining for years. And yet, a surprising trend is emerging: According to IWSR, 74 percent of Gen Z drink alcohol today – 9% more than three years ago. However, their drinking habits have changed: they drink more mindfully, depending on the situation, and alternate with non-alcoholic beverages.

With “Füfvor”, the low-alcohol rosé tonic for which Live Lab developed the branding, Markus and his team are not only creating a new product category but also a new occasion: the moment before enjoyment.