For a long time, wine fairs were a key moment in the lives of Swiss winemakers. Far more than a simple point of sale, they were a true meeting place between passionate producers and loyal enthusiasts, who came to stock their cellar for the year ahead. Even today, despite changing consumption habits, these events remain essential showcases for wine estates and Valais wines.
A tradition deeply rooted in Swiss culture
For decades, events such as the Comptoir Suisse in Lausanne or Expovina in Zurich attracted thousands of visitors. For many Swiss families, it was even an unmissable annual outing.
After strolling through the halls, admiring farm animals or craft demonstrations, visitors often ended their day in the area dedicated to wines. There, they would meet “their” winemaker—the one from whom they faithfully ordered their bottles year after year.
A fondue at the Caveau valaisan, a few tastings of Fendant, Dôle or Petite Arvine, a well-filled order book… and everyone left satisfied, certain they would soon enjoy the pleasures of the Swiss vineyard at home.
A wine market that has changed profoundly
Over the years, the world of wine has been transformed. Openness to foreign wines, the proliferation of promotions in large-scale retail, and the arrival of new players have upended habits.
Today’s consumer is more curious and better informed, but also more demanding. They no longer choose a wine solely out of loyalty or tradition. They compare, ask questions, and analyse. Wine has become a cultural product—sometimes even an object of passion and collection.
At wine fairs, the winemaker’s role has therefore evolved as well.
It is no longer enough to offer a tasting and hand over an order form. You must tell the story of a terroir, explain a philosophy, talk about work in the vineyard, winemaking choices, barrel ageing, and the specific characteristics of Valais grape varieties.
Why is a Petite Arvine dry?
Why does a barrel-aged Cornalin cost more than an industrial wine?
What distinguishes a terroir wine from a standardised wine?
These are just some of the questions producers now answer with passion, patience and authenticity.
Wine fairs: a meeting tool more essential than ever
Even if wine fairs are sometimes less profitable than they once were, they remain irreplaceable on a human and emotional level.
They make it possible to build a direct connection with wine lovers, introduce new vintages, and also gauge trends and public expectations. It is often there that the finest oenological discoveries are made.
For a winemaker, seeing the spark appear in the eyes of a visitor discovering a wine for the first time remains an immense satisfaction. Winning someone over through taste, a story or an emotion remains one of the finest aspects of the profession.
The wine world has changed. It is undoubtedly more competitive and more demanding as well. But it has lost none of its human richness. And wine fairs continue to embody that unique moment when wine becomes something truly shared.
