Coffee has become an integral part of many cultures and daily rituals around the world. From espressos in Italy to pour overs in the United States, every country and region has developed its own unique coffee culture. Switzerland is no exception. The Swiss take their coffee very seriously, with café culture playing an important role in daily life. However, the traditional Swiss coffee has remained largely unchanged for generations – strong, black espresso served in small cups. In recent years, a growing specialty coffee scene has emerged in cities like Zurich and Geneva. Third wave coffee shops are introducing Swiss customers to alternative brew methods and lighter roasted beans. This has prompted some to wonder – is traditional Swiss coffee too basic? Does the strong, dark espresso need a makeover?
A Brief History of Swiss Coffee Culture
Coffee first arrived in Switzerland in the 1600s, and cafés began opening in cities like Geneva and Bern in the late 17th century. However, it was not until the early 20th century that coffee culture really took off in Switzerland. Nestlé, founded in Vevey in 1866, helped drive mass production and availability of coffee. Espresso machines were imported from Italy in the 1950s, bringing espresso to Swiss cafés. Prior to this, coffee was brewed in the French press or filter style. The Italian espresso quickly became the preferred brewing method, as it suited the strong, dark roasted coffee favored by Swiss consumers.
Swiss café culture follows southern European traditions – espresso bars, pastries, standing at the counter. The Swiss do not tend to “sit and linger” in cafés. They prefer to drink their coffee standing, chatting with friends, and be on their way. Coffee is seen as part of everyday Swiss punctuality and efficiency. The traditional Swiss coffee order is a schale or piccolo – a small but strong espresso. Cappuccinos, lattes, and flat whites are becoming more popular, but are considered morning drinks, rather than an anytime order.
Characteristics of Traditional Swiss Coffee
Swiss coffee has a reputation for being quite darkly roasted and strong in flavor. There are several reasons for this tradition:
- In the past, lower grade, inexpensive coffee beans were commonly used, and a darker roast helped mask imperfections.
- Darker roasts were needed for the early espresso machines to pull consistent shots.
- The Swiss viewed darker, oilier beans as being higher quality with a full body and richness.
- A small but potent espresso was well suited to the “stand and sip” café culture.
Swiss roasters have traditionally used a drum roaster, which tends to produce darker roasts. While some specialty roasters are moving towards lighter roasts, they have not been widely adopted by large commercial operators.
The Specialty Coffee Movement
In the past decade, a wave of independent cafes focusing on specialty grade coffee has swept Switzerland. The emphasis is on sustainable sourcing and lighter roasting to highlight origin characteristics.
Some drivers of this movement:
- Influences from international trends in specialty coffee.
- Desire to experience new flavors and brew methods beyond dark espresso.
- Younger generation more open to trying new things.
- Farm-to-cup traceability and ethical sourcing gaining importance.
Specialty coffee shops now offer pour over, Aeropress, V60 drips, cold brews, and more. Customers can experience fruity, floral, tea-like qualities that are lost in dark roasting. Light roasts also tend to have more caffeine. Shops hold cupping and brewing workshops to help educate consumers.
Data on Coffee Preferences
Despite the specialty coffee trend, data indicates traditional dark roasted coffee still dominates overall consumption:
| Coffee Type | Market Share |
|---|---|
| Swiss-style dark roast | 78% |
| Specialty light roast | 12% |
| French roast | 5% |
| Italian roast | 3% |
| Cold brew | 2% |
This data shows that while specialty coffee is making inroads, traditional darker roasts still make up the vast majority of coffee consumed in Switzerland.
Reasons for Continued Popularity of Dark Roasts
There are several factors that contribute to the ongoing preference for dark roasted coffee among everyday coffee drinkers in Switzerland:
- Tradition – The dark, rich flavor profile is what Swiss consumers are accustomed to.
- Consistency – Major commercial roasters produce a consistent product well-suited to milk drinks.
- Price – Specialty coffee comes at a premium price that not all consumers are willing to pay.
- Availability – Dark roasts are ubiquitous at cafés, restaurants, and shops across the country.
- Strength – Dark roasts contain less caffeine, so a strong flavor is desired.
- Pairings – The chocolatey notes complement dairy well in cappuccinos and other milk-based drinks.
For many Swiss, dark roast coffee is integral to the national identity and culture. Change comes slowly with such an ingrained tradition.
Is it Time for a Makeover?
Specialty coffee professionals argue that the traditional dark roast espresso is overdue for an update:
- Lighter roasts better showcase the nuances and flavors of high quality beans and different origins.
- There is now a high level of expertise in roasting and brewing that can elevate the coffee experience beyond dark espresso.
- Younger consumers want variety, customization, and ethical sourcing in their coffee explorations.
- As Swiss consumers become more educated, the demand for specialty coffee will continue increasing.
- Switzerland’s innovative, precise culture should apply to evolving the coffee landscape.
They view dark roasts as one-dimensional and believe consumers are missing out on incredible flavors and diversity coffee has to offer.
However, completely overhauling a 500-year old coffee tradition and culture is unrealistic. Shifting consumer perceptions takes time. A dual coffee culture may persist, where dark roasts remain the daily habit for many, while specialty captures those seeking a different experience.
The Future of Coffee in Switzerland
It is unlikely the Swiss will abandon their dark roast traditions anytime soon, but the emergence of specialty coffee is undoubtedly expanding the diversity of options and flavors available. Some predictions for the future:
- Increase in lighter roasts at specialty shops in urban areas.
- More specialty coffee options on café menus alongside traditional dark roasts.
- Education and experience driving appreciation for light roast origins.
- Specialty beans and brew methods complementing, rather than replacing, the daily dark roast habit.
- Higher quality beans, ethical sourcing and sustainability as a priority.
- Commercial roasters gradually adapting with blended roasts.
While dark roasts are anchored in Swiss tradition, the accelerating specialty coffee wave will slowly but surely influence coffee culture. The traditions at the heart of café society can evolve while still retaining their essence. In true Swiss fashion, there is room for both heritage and innovation when it comes to coffee.
Conclusion
Swiss coffee culture is defined by the strong, dark roasted espresso – a beloved daily ritual. The emergence of specialty coffee represents innovation and diversification of flavors, but a drastic makeover of traditional coffee faces obstacles. Although lighter roasts will continue to carve out a niche, Switzerland’s deep cafe culture bonds consumers to the dark roast origins. Change comes slowly with such an entrenched identity. However, as coffee education spreads, commercial roasters adapt and consumers explore new experiences, Swiss coffee will undoubtedly evolve while retaining its core traditions. Both dark roast loyalists and specialty coffee connoisseurs can find their place in Switzerland’s vibrant cafe society.
