Whisky
CHF95.90 CHF137.–/1l
Suntory Hibiki Japanese Harmony
Blended Whisky, Japanese whisky, 1 x 70 cl
Men like whisky, women don’t
15.5.2025
Translation: Katherine Martin
With World Whisky Day taking place this Saturday, many of Switzerland’s whisky lovers will likely be kicking back with a dram. The liquid gold is in vogue right now, especially among older men. Younger men and women, however, seem to be avoiding «the water of life». Japanese whisky varieties are particularly popular with customers who do enjoy a drop of the pure.
World Whisky Day falls on the third Saturday in May each year. In 2025, it’ll take place on 17 May – a day that’s marked in Switzerland too. But will the whole country be celebrating? Not exactly. Galaxus’s sales figures reveal that whisky’s popularity has been increasing over the last few years. This is especially true among male customers, with the older generation particularly likely to enjoy a tipple. The rest of the Swiss population, however, seems less keen to embrace whisky’s fiery aftertaste.
Dublin or Edinburgh? Who knows? We’ve got to talk about Japan!
Let’s start off with the question of who invented whisky. The Irish and the Scots have disagreed over this for years, with both claiming to be the first to discover the drink. As far as Switzerland’s concerned, however, the tastiest whiskies come from a different part of the world altogether: Japan. Tipples from the land of the rising sun take first and second place in Galaxus’s whisky sales rankings. This is followed by several bottles originating from Scotland, with the first Irish product entering the ranks in 30th place.
«Japanese whisky is produced according to the Scottish model, but has its own style. It’s lighter, more structured and often has a more delicate expression. The dominant notes are often floral, fruity and balanced,» explains Yuki Gasienica, who’s responsible for the spirits range on Galaxus. She goes on to say that the popularity of Japanese whiskies is all the more remarkable when you consider that fewer than ten per cent of whiskies in the Galaxus range come from Japan. By contrast, she says, more than half originate from Scotland.
Liquid gold delivered to your doorstep
The Galaxus range now includes over 2,300 bourbons, scotches and other varieties. Much to the delight of customers in Switzerland, who’ve bought almost 40 per cent more bottles in 2025 so far than they did during the same period last year.
This follows a successful 2024, which saw a 75-per-cent rise in whisky orders compared to 2022.
The taste for whisky is acquired with age
More than half of the bottles of whisky ordered on Galaxus are purchased by a man aged over 44. Customers aged 55 and over are most likely to enjoy a dram. The younger generation, however, hasn’t yet developed a taste for the liquid gold. Only two per cent of all whisky orders are placed by customers under the age of 24.
There’s very little female representation in the whisky-lover community. Women order 1.5 out of every 10 bottles purchased on Galaxus. So if you’re planning to treat a lady in your life to a tipple some time soon, you’d probably be advised to steer clear of bourbon or scotch.
Do you like whisky? Which flavours are your favourite? Or is the water of life too fiery for your liking? We’re looking forward to reading your comments.
Header image: Shutterstock
Tobias Heller
Communications Manager
Tobias.Heller@digitecgalaxus.chFood
Follow topics and stay updated on your areas of interest
13 comments
later