If someone had claimed fifty years ago that they bought their alcoholic beverages at Migros, they probably would have been declared insane and would even have ended up in an appropriate institution back then. The same would likely be true if that same person also claimed to have ordered them via a box connected to a global network. Nowadays, all of this is normal, and there is alcohol at Migros… online. Sparklys Hard Seltzer is the latest addition to the online range of the large Swiss 'M', and we proudly count ourselves among the rebels breaking with old traditions without forgetting their roots. Different laws prevail in the digital space, as does a different relationship to principles. Some call it hypocritical — we see no problem with it. The decision on whether Migros will soon also offer alcohol in its branches is set to be made in November 2021. Critics see this as endangering the legacy of Gottlieb Duttweiler, the founder of Migros, who viewed stimulants like alcohol or tobacco as a public addiction. Ever since, this has been lived as part of the corporate philosophy — to this day, there isn't a drop of alcohol to be bought at Migros (except online). But times change. Migros is under increasing pressure. And who doesn't know the dilemma? You want to run a few errands at the supermarket and alcoholic beverages are on the shopping list — this often helps decide which supermarket you end up choosing. Those in charge at Migros are aware of this, so the question arises as to whether it is sometimes better to move with the times than to cling to convictions that are no longer entirely contemporary; surely Gottlieb Duttweiler would have seen it that way too. It would be less of a compulsion than a conscious decision by Migros. Certainly, the danger potential of public addiction as it existed in Duttweiler's time has changed — there are public calls for the responsible handling of these goods, and the risks of excessive consumption are widely known and should be clear to everyone. Today, a healthy lifestyle, as envisioned by Duttweiler, is promoted instead. Society has evolved and, in our opinion, no longer needs to be patronized — the freedom of the individual, which was just as important to Gottlieb Duttweiler, should allow people to make informed decisions.
Whatever Migros' decision may be: we at Sparklys are grateful for the opportunity and proudly count our product as part of the Migros range (online). Of course, we have valid reasons to hope that alcohol will soon be offered in their branches as well. That remains to be seen, but we see the inclusion of a Swiss hard seltzer company as a sign of the willingness to move with the times without having to forget one's roots.
Find out now how sinfully good yet modest Sparklys Hard Seltzer tastes and order this fine beverage from Migros Online or directly here at sparklys.ch
