Rivella confronts a Switzerland that has become «a caffeine society»

For more than seven decades, a singular beverage has made its mark on the Swiss landscape. Alexander Barth, Chairman of Rivella's Board of Directors, explains the reasons behind this success and shares his vision of the country's future.

Alexander Barth, Chairman of Rivella's Board of Directors, looks back at the choices that shaped the success of a brand born in the 1950s. The original idea was simple: to offer a refreshing drink that took advantage of the perceived qualities of milk, without its drawbacks. From the outset, the association with sport and a healthy image won the brand a wide audience, before a lighter version of the product reinforced the brand's appeal.

Since then, the environment has undergone profound change. Consumption is shifting massively towards caffeinated beverages, while concerns about sugar, ecology and environmental habits are becoming increasingly important.