Millennials and Generation Z Reinvent the Food Scene: The Rise of the Aperitivo, "Tardeo," and Gourmet Alcohol-Free Drinking
Millennials and Generation Z reinvent gastronomy: the rise of the aperitivo, tardeo and gourmet alcohol-free consumption
The new way of enjoying gastronomy also speaks Spanish
For many years, going out to eat or dine was practically the center of social life. But something is changing profoundly in Europe and especially among millennials and Generation Z.
Today, the new generations don’t simply look to “go out.” They look for experiences.
And at Made in Spain Gourmet we’ve been observing something very interesting for some time: Spanish gourmet gastronomy fits perfectly with this new way of consuming.
Because the aperitivo, the tardeo, tapas, quality products, sharing, the origin of foods, and healthier beverages have been part of Spanish gastronomic DNA for decades.
What the market now calls a trend… in Spain has existed for generations.
The aperitivo and the tardeo: much more than a fad
The latest studies on consumption habits confirm that millennials and Generation Z are completely transforming the HORECA sector (hotels and restaurants) and the way they engage with gastronomy.
More and more young people prefer:
- daytime plans
- long aperitifs
- tardeos (late-afternoon socializing)
- terraces
- shared culinary experiences
- premium products
- lighter or non-alcoholic beverages
And frankly, this represents a huge opportunity for Spanish gourmet gastronomy.
Because few countries in the world understand the concept of sharing around a table as well as Spain does.
Generation Z wants authenticity
There is something that greatly distinguishes these new generations:
They want to know what they consume.
A pretty product or a well-known brand is no longer enough.
Now they seek:
- origin
- authenticity
- real quality
- storytelling
- experience
- sustainability
- producers with soul
And Spanish gourmet products have a great deal to offer.
A good Iberian ham.
A premium Cantabrian seafood preserve.
An artisanal cheese.
An early-harvest EVOO.
Some gildas or selected olives.
These are products that tell stories.
The "alcohol-free" phenomenon also opens opportunities
One of the most significant changes is the growth of lower-alcohol beverages or those that are completely alcohol-free.
And this doesn't mean giving up culinary pleasure.
Quite the opposite.
Generation Z is increasingly associating leisure with:
- well-being
- balance
- longer experiences
- mindful socializing
That's why the following are growing in popularity:
- kombuchas
- botanical beverages
- alcohol-free vermouths
- premium 0.0 beers
- natural soft drinks
- gourmet mixers
And here Spain still has a lot of room to grow.
Because the young European consumer continues to seek flavor, sophistication, and quality… even as consumption habits change.
The perfect venue is no longer just a restaurant
Another major transformation is the relationship with dining spaces.
Younger generations place great value on:
- welcoming venues
- thoughtful design
- live music
- spaces to work
- emotional connection
- shareable experiences
It's no longer just about eating well. It's about experiencing something. That's why gourmet shops, wine bars, modern vermouth bars and hybrid dining spaces are growing so much across Europe.
Spain has a lot to contribute in this new gastronomic era
At Made in Spain Gourmet we see this every day with our European clients.
Europe loves Spain.
But it especially loves:
- our culture of sharing
- our aperitivo culture
- our tapas
- our artisanal products
- our culinary quality
- our natural way of enjoying life
And that's precisely one of the biggest strengths of Spanish gourmet cuisine moving forward.
We're not a fad.
We are a genuine culinary culture.
And Spain possibly has one of the richest gourmet portfolios in the world to meet that demand.
AUTHOR: Israel Romero, CEO of Made in Spain Gourmet.