Kirschstrasse
The Swiss Kirschstrasse is a tourist route along numerous different distilleries in the cantons of Schwyz , Zug , Lucerne , Aargau and Basel-Land . In the canton of Schwyz and in the canton of Zug, in particular, it is characterized by the pre-Alpine, hilly lake landscapes and cherry tree cultures . Numerous other cherry tree cultures can be found in the Seetal , in the Fricktal (AG) and in the canton of Basel-Landschaft .
history
Since the liberalization of the Swiss cherry market in 1992, both cherry and kirsch producers have been under severe economic pressure. Before that time, no kirsch was allowed to be imported from abroad. The Swiss Kirsch, provided with a federal authenticity mark , was thus protected against imported kirsch. It is estimated that in the canton of Schwyz alone between 4,000 and 5,000 cherry trees have disappeared since the opening of the cherry market (1992–2006). Some distilleries have also closed their operations. This foreseeable structural change led in 1993 to the fact that the Schwyzer fruit producer and the distiller branch together with the tourism branch formed an interest group and founded the Kirschstrasse Schwyzerland.
With the handover of the tourist marketing of Kirschstrasse to Brunnen Tourismus, the project was soon discontinued for lack of money. This situation displeased some people in charge of the tourism, fruit and distillery industries.
On behalf of the Canton of Schwyz, a student from the HSW Lucerne School of Tourism was given the task of creating an economic marketing concept. Three important insights were gained:
- The destination : The Kirschstrasse Schwyzerland from Merlischachen to Brunnen is too small from the perspective of foreign visitors. The further the guest comes, the more spacious they think.
- The structural change in the fruit producer and distillery industry will proceed dramatically. The landscape will change, cherry tree cultures will disappear. In the future, the Schwyzerland region will lack the financial strength and the corresponding products to efficiently market the Kirschstrasse Schwyzerland.
- The cherry culture and its entire environment must be cultivated.
Based on these considerations, the Kirschstrasse Switzerland agency was founded in 1998, which covers the main cherry growing areas of Schwyz , Zug , Lucerne , Aarau and Baselland . Today the agency works closely with fruit producers, distilleries, tourism and event organizations. Today she specializes in dramaturgical productions on the topic of kirsch.