Over 125 Years of Lateltin: A Legacy in Beverages

Safar: Sandro Vetterli, Lateltin recently celebrated its 125th anniversary. What does this milestone mean to the company?
Sandro Vetterli: This anniversary is monumental for Lateltin, symbolizing a long legacy of quality, innovation and resilience. It is a privilege to be part of this rich history and to contribute to a company that has been a pioneer in the spirits industry. For us, it represents enduring excellence and adaptability through different eras.

What are Lateltin’s most significant achievements?
We’ve grown into a national leader in the beverage industry, acquiring and developing world-renowned brands like Behn, Berentzen, Rémy Martin, Jose Cuervo, Stoli and Cointreau, which diversified our portfolio and established us as a supplier of premium products across all categories. Our innovations and the launch of new products, such as variants of Bull Vodka, G’nuine and Jsotta, demonstrate our ability to stay ahead of market trends. Additionally, our strides in the non-alcoholic sector, including Monin syrups and our Jsotta Senza and G’nuine Zero lines, show how adaptable we are and how we have successfully transformed Lateltin from a “spirits” company to a “top of drinks” company.

What sets Lateltin apart from competitors?
Our rich heritage, diverse portfolio of premium brands and unwavering focus on quality set us apart. Family ownership allows us to stay true to our founding values and ensures that every decision we make aligns with our long-term vision. Additionally, our commitment to innovation and sustainability differentiates us, as we continually strive to create products that meet the evolving tastes and preferences of our consumers.

How did Lateltin acquire world-renowned brands like Rémy Martin and Jose Cuervo?
Through strategic acquisitions and partnerships over the years. Our approach has always focused on identifying brands that align with our core values, show strong growth potential, complement our existing offerings and add value to our business. This strategy has expanded our market reach and diversified our product range. We have worked with some of these partners for over 50 years, demonstrating our commitment to long-term collaboration and the mutual trust we value.

What has contributed to Lateltin’s success over the past century?
We adapt to changing markets and consumer preferences. Our focus on innovation, quality and sustainability has enabled us to stay relevant and competitive. Strong relationships with customers, suppliers and employees are essential. Strategic planning and proactive risk management also play a crucial role, ensuring we are prepared to navigate any challenges that may arise.

What challenges have you faced and how did you overcome them?
Navigating a rapidly changing spirits industry, including evolving consumer preferences and increasing competition, we invested in research and development to understand market trends and launched innovative products like Jsotta and G’nuine ­– both available with and without alcohol – that meet evolving consumer needs. The global pandemic also disrupted supply chains and affected sales, but we responded by developing the Latsana brand of hand sanitizer.

How do you develop a new beverage, and what led to the success of brands like Jsotta?
Developing a new beverage involves market research, concept development, formulation, testing, branding and marketing. For Jsotta, we identified the rising vermouth trend and collaborated with local mixologists and target groups to create unique formulations. Simultaneously, we developed branding and marketing strategies to bring the products to the market efficiently.

How has Lateltin expanded its non-alcoholic offerings, and what has been the consumer response?
Our non-alcoholic category has evolved significantly in response to the growing demand for healthier and more inclusive beverage options. We have introduced non-alcoholic options under Jsotta and G’nuine, catering to diverse tastes while maintaining the quality of alcoholic beverages. Consumer feedback has been overwhelmingly positive, appreciating the taste, quality and variety of our non-alcoholic offerings.

What are some of your most innovative non-alcoholic products?
Some of our most innovative non-alcoholic products include alcohol-free versions of our popular spirits and new creations featuring unique flavors and natural ingredients, such as the Jsotta Senza and G’nuine Zero lines. Recently, we launched Jsotta Aperitivo Senza for a non-alcoholic spritz experience.

What challenges and opportunities come with non-alcoholic beverages?
Challenges include delivering the same sensory experience and satisfaction of alcoholic drinks and educating consumers about the benefits of non-alcoholic options. However, this also presents opportunities to reach broader audiences, including those abstaining from alcohol for health, religious or personal reasons.

What is your favorite drink among your offerings?
It depends on the moment – sometimes a Swiss Negroni with Jsotta and G’nuine or their non-alcoholic versions, and other times a fine single malt or cognac after a meal.

What is your vision for Lateltin?
Our goal is to create a world of enjoyment, where our wide range of alcoholic and non-alcoholic beverages are distinguished by innovative recipes and sustainable production processes. By putting customers first and adapting to their needs, we aim to remain at the forefront of the industry for the next 125 years and beyond.