Where does the name Rivella come from? | Edible Switzerland (2023)

Originally published in French onhell story

A good storyteller would tell you the origins of the Rivella by emulating the success stories imported from the USA. Finally, the practice is common. It's a dream come true: Two (almost) normal people tinker with their computers in a humble garage and (almost) miraculously create the most powerful search engine in the world.

But the story of the Rivella doesn't begin in a garage, but in a bathroom. The story of Robert Barth, a Zurich law student who had the brains to spot a promising niche market. But his genius would not have gotten far without the invaluable help of several members of his entourage and without a particularly favorable economic environment. A look back at the origins of a lemonade that has been making the Swiss foam for almost seventy years.

Wei brothers

In 1951, Jean Barth (our Robert's brother) returned to Switzerland after a stay in the United States that left him with a bitter taste. He hoped to launch a beer based on whey, a drink also known as whey. Convinced of his concept, he set out with the soul of a conqueror. Unfortunately for him, he soon became disillusioned as the Americans saw no need to follow him on his adventure.

Upon his return, his brother Robert decided to recycle his idea. After all, the history of whey has everything to attract the consumer. As early as the 18th century, the liquid was touted by tourists passing through Switzerland: it was said to have healing powers that could cure many diseases. By the mid-20th century, whey was available in industrial quantities. Do you know why? Quite simply because it is made by processing milk into cheese, which was produced in large quantities in the 1950s.

Robert Barth, 29, experimented with whey in his bathroom to develop his recipe, which to this day is as secret as Coca-Cola's (and every other smart brand, you might say) recipe. In order to refine his mixture, he takes advice from an employee at the Institute for Dairy Technology at ETH Zurich.

Our man soon founded his company, with a somewhat obscure name that is more reminiscent of a research laboratory than a liquor store: "Milkin Institute Robert R. Barth". He settled in Stäfa, a municipality in Zurich with around 5,000 inhabitants. Cautious and careful not to waste his money, he buys used machines... and hires his first employees.

birth of a brand

Brewing a nice drink, starting your own business, finding real estate... It's all well and good, but you still need to be able to sell your wares. And commercial success depends primarily on choosing a name that is easy to remember, pleasing to the ear and pronounceable in all languages.

Robert Barth's head was racked. He was aware that mastering marketing would help his future success, and he wanted to come up with an attractive name.

According to legend, he came across the name "Riva San Vitale" while browsing an SBB station directory. From here he is said to have received the name of his brand. The problem is that it is a village in Ticino and Swiss law does not allow the use of place names for consumer goods. Robert Barth drinks the cup.

The brainstorming sessions continue. Sudden enlightenment! Why don't you call his drink "Rivelazione" ("Revelation" in French)? Our brave Robert seems to have a soft spot for the Italian language. But isn't this name too long and difficult to remember? Wait... How about "Rivella" instead? Short, simple, effective. That's perfect! Robert Barth's advertising consultant agrees.

The company is officially opened on March 13, 1952. On this occasion, Robert Barth invited the press, which would no doubt write good articles about the Rivella. The future looked bright.

A "healthy" drink?

Rivella soon becomes popular. Consumers enjoy the taste of the new drink, while the company is flooding the newspapers with advertisements to spread the brand across Switzerland. And the sales arguments are bubbling: Rivella would be ideal for cures and sports sessions. It would regulate the body and would be particularly suitable for sensitive stomachs... look at the ads:

Of course, that roar makes people smile today, knowing that a single glass of red Rivella contains a whopping 23 grams of sugar... Still, in the early days of its existence, the brand had kept up with the times.

In the 1950s, Swiss society experienced profound changes. Thanks to the economic growth that characterized this period, mass consumption grew rapidly: The three decades after the Second World War were not called the "Magnificent Thirty" for nothing.

Households got richer. They used these boom years to buy refrigerators, cars, washing machines, and other electronics. At the same time, the right to paid vacation in Switzerland gradually gained in importance: as early as 1947, the people of Vaud passed a law that guaranteed two weeks of paid vacation per year.

Free time from work allowed people to spend their free time traveling, cultural excursions, and walking. Rivella jumped into the breach and tries to link his name to the Swiss' new favorite pastimes, like sports. The company has been the official partner of the national ski team since 1977. Meadow and snow: the main ingredients of patriotic images come together. Chance? Not really. It's about ensuring the success of the brand.

turbulence and cruising speed

However, the first few years of work will not be easy for Robert Barth and his team. A few clouds darken the horizon: the Swiss Mineral Water Association is angry about this competition and is trying to organize a boycott of Rivella. But that didn't work. have too serious consequences, because many partners remained loyal to the Stäfa company.

The company did not remain in Stäfa for long after all. In 1952 they began to feel cramped in their original premises. The acquisition of a larger production facility had to be considered. Rivella needed space to produce more, sell more bottles and eventually conquer the Swiss market. After careful consideration, the move to Rothrist in Aargau was decided in 1945.

Over time, the company grew and sales increased. In the second half of the 1950s, the company even exported its famous drink abroad, initially to the Netherlands. Rivella has chosen the Dutch regions to launch its blue, low-sugar variant. As a reminder, Rivella bleu was developed thanks to the Dutch Diabetes Association.

However, Rivella was unsuccessful. In many countries such as Great Britain, Australia, Sweden and Japan it has not managed to establish itself permanently. In 2008, the brand attempted to launch a yellow variant made from soy, but never found an audience.

Despite everything, Rivella remains a ubiquitous drink, thanks to a promotional strategy mostly focused on sporting events. And thanks to the unshakable love of the Swiss, who each drink about ten liters a year. Health!

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