'There is also a life before death' – Wine Pope Philipp Schwander on the Zeitgeist and the Activism of Health Authorities
The Swiss Master of Wine criticizes in an interview that wine is increasingly being demonized – contrary to scientific evidence and without any discussion about dosage and risk.
Monday, November 3, 2025
Philipp Schwander, Switzerland’s best-known wine merchant and Master of Wine, speaks out clearly on the current alcohol debate. In an interview with CH Media, he criticizes the increasing demonization of wine and alcohol in general. 'The discussion has completely gone off track. Wine has scientifically proven positive effects,' says Schwander. Instead of arguing in a nuanced way, international organizations, authorities, and media warn against every glass in a blanket fashion.
For example, the WHO based its position on a 2018 Lancet study that claimed even the first glass of alcohol was harmful to health. 'Hardly anyone knows that in 2022 a follow-up study in The Lancet corrected this false claim,' Schwander emphasizes. Yet this correction is simply ignored in public debate.
Other renowned studies – such as the NASEM report commissioned by the U.S. Congress or research by the American Heart Association – also conclude that moderate wine consumption has positive health effects. For completeness, it should be mentioned that the SonntagsZeitung did indeed acknowledge the NASEM report and headlined: 'Alcohol is not only bad: One or two drinks a day are okay.'
A nearly missionary rejection of alcohol is also observed by Patrik Müller, editor-in-chief of CH Media: 'Enjoyment used to be easier. Today it’s under moral control. If you order a glass of wine at lunch, you’re immediately suspect. Alcoholic?' He asks: 'Who sets these behavioral norms? Why not let everyone enjoy what they like best?'
According to Schwander, the reason lies in the spirit of the age: health, self-optimization, and longevity have become the new guiding principles, especially for younger generations. 'Alcohol no longer fits into that lifestyle. But there is also a life before death!' Wine, he argues, is part of European culture, and its demonization is ultimately an attack on identity and joie de vivre.
At the same time, Schwander calls for a liberal and evidence-based attitude – also toward abstinence. 'It’s equally wrong if people have to apologize for not drinking. Everyone should be free to choose.' He doesn’t see the decline in Swiss wine consumption — from 47 to 24 liters per capita since 2003 — as problematic, as long as it reflects free behavior rather than political pressure.
Provocatively, Schwander even suggests creating a 'Federal Office of Pleasure' in Bern — as a counterweight to health authorities that, in his view, are searching for new fields of activity now that smoking is heavily regulated.
Wine, Quality, and Responsibility
In the 'Green Sofa' conversation format by Syngenta, Schwander also presented himself as a pragmatic thinker with a strong focus on quality. The Master of Wine, who sells personally selected wines under the label Sélection Schwander, spoke there about viticulture, plant protection, and sustainability.
He explained the differences between conventional, organic, and biodynamic winegrowing: while organic viticulture uses copper and sulfur to fight fungal diseases, conventional viticulture allows all approved crop protection products. 'Copper doesn’t cause resistance but accumulates in the soil — every method has its pros and cons,' Schwander notes.
As for whether viticulture without plant protection is possible, he remains realistic: 'In theory, yes — under ideal climate conditions. But when vines get sick, one should be able to intervene. It’s like with humans: you can live without medication, but when you’re seriously ill, you need help.'
This mindset runs through Schwander’s thinking: differentiation instead of dogma, science instead of ideology, freedom instead of paternalism — whether it’s about plant protection, medicine, or the enjoyment of wine.
Sources
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