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• A fashion that has not been seen since the gintónic: the orange revolution of the spritz that Europe drinks

With the summer, or at all times,

rules

.

Too cheesy, being able to call it

, although the morning can also be conducive to a Negroni, a

or a half drink before eating.

It is a trend, but the taste is not new.

In 1931, Ignacio Doménech included this reflection by Max Blay, a New World writer, in his book

: "The

went down in history. It is no longer but a memory preserved only in old comedies. Today, from five to seven, is

hour

. "

We saw it on Mad Men.

Until the 1970s, the so-called

was a common ritual among American executives.

But we have to talk about

Spanish

.

Many young people no longer see the grace to go out at night, less with Covid-19 around.

Not even drinking like the

.

When these, whose purchasing power lies in being able to unbalance the accounts of the brands, are forced to

if they do not want to give up socializing around a gintónic of which they became experts.

"

" explains Sergio Calvo, from Brandtenders News.

"

. The consumption of vermouths and non-alcoholic spirits such as Seedlip is increasing. Nightlife is still essential in Spaniards but also We want to enjoy the day: have a gintónic or a daiquiri at six in the afternoon. One, not eight. The

is entering Spanish society, although the long drink of drunkenness is still very strong. Even if they charge you more, you prefer a good whiskey. Or a Margarita, short drinks more spaced. And we accept more the advice of the prescriber.

. "

It was said in the presentation of Essentials, the new platform for professionals of Zamora Company: "The new consumption habits and the

have caused that in the last 10 years the consumption of spirits has fallen by a third. communicated with the consumer in a superficial way. It's time to get back to the product. "

Drink less to drink better, at least with more knowledge, without the aspirational labels suffering from the paradigm shift.

"One out of every four drinks served during the week is put on

,

", confirms Jaime Lecuona, Client Business Partner of the Nielsen consultancy.

That is why every

before confinement, offering a more relaxed and familiar atmosphere.

Or directly festive, as when Albacete, Murcia or Alicante woke up to cultural change, becoming epicenters of the

.

With food, tapas, as his socially acceptable alibi.

Today, the cocktail has in gastronomy its necessary crutch if it wants to settle into the routine.

It is a global issue.

magazine

if this Golden Age of

, which in the United States has its roots in German traditions while in Italy its happy hour encompasses all the art of aperitifs, is the last evolutionary step in bar culture.

In Spain, daytime consumption of alcoholic beverages grew by 2.4% between 2014 and 2016, while at night it fell by 5.2%

.

"I suspect that the growth is due to the

, moment in which the vermouth is not consumed", affirms François Monti, journalist and writer specialized in the history of mixology.

"That's why many brands launch varieties to compete in the spritz segment."

It is not that the spritz has conquered the world, it is that Aperol has done it alone.

The Italian brand, which turned 100 years old in 2019, grows 25% a year, exercising a global tyranny in terrace and sunset time.

Bitters, we see, have their time.

Vermouth is expected to grow 5% each year until 2022

.

And more than 90% is drunk here during aperitif hours, especially on Sundays from one to four in the afternoon.

In 2016, low-alcohol drinks already rose 7.6%.

"This includes beer," Monti warns.

"And a gintónic is low alcohol but it is not reflected in the data. When it is said that people switch to low alcohol drinks like vermouth or beer and leave gin or whiskey, watch out, one thing is what makes the label and another how it is consumed. "

Andrea Maccarone, now in Picalagartos and formerly a

the Emperor Hotel, took out his Negroni more at six in the afternoon than at eleven at night.

And during the day she saw the percentage of raspberry mojito multiply.

"

."

She also makes a non-alcoholic Spritz Sour although no one notices.

"

."

He knows it well from his Italian stage: "I made 16 liters of Americano there, which would run out in two days."

The

of Miguel Fajardo at the Grand Hotel Spritz English is your bike, the first of which was invented in Italy.

"With the vermouth, sweeter and less strong, and with Spritzes, people are getting used to drinking during the day.

".

Pre-pandemic appointments such as Brunch in the Park at Parque Tierno Galván or the musical parties of Possible Others facilitated a habit that will know how to adapt to the new normal of consumption.

According to the criteria of The Trust Project

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