The spirits and cocktail landscape in Spain is undergoing a profound transformation. According to the Bacardi Cocktail Trends Report 2026, based on surveys of 1,000 Spanish consumers and international market data, Generation Z (18–29 years old) is reshaping when, how, and why people drink.
This shift is not about drinking less, but about drinking differently: earlier, with lower-alcohol options, and with a stronger emphasis on authenticity, experiences, and sustainability.
A New Drinking Schedule: The Rise of “Tardeo”
One of the clearest changes is the movement toward earlier socializing times. The phenomenon known as “tardeo”—afternoon socializing—has evolved from an emerging trend into a mainstream cultural habit.
- 40% of respondents say they now go out earlier to eat, drink, or meet friends.
- 32% expect to go to bars less often at night.
This aligns with the global movement termed “Afternoon Society,” where consumers prefer daytime and early evening activities over late-night outings. For brands, this shift has triggered the creation of products designed to fit earlier, lighter drinking occasions.
Martini, for example, introduced its MARTINI Bianco Spritz for the classic vermouth hour, while also expanding its non-alcoholic portfolio. ST-GERMAIN has similarly crafted daytime-friendly alternatives that offer flavor without heaviness.
Generation Z: More Cocktails, Less Alcohol, New Rituals
Generation Z is not abandoning alcohol—it is redefining the boundaries of responsible, enjoyable consumption.
- 73% consumed alcohol in the past month.
- 66% prefer lower-alcohol beverages.
- 43% plan to drink more cocktails in 2026 (compared to 19% of the general population).
Cocktails are at the center of these new consumption patterns. They are not only drinks, but experiences—social, emotional, and even aesthetic.
Cocktails by Occasion
- Spritz: Chosen by 40% of Gen Z at lunchtime (vs. 21% of the general population).
- Espresso Martini: Selected by 35% to finish a meal—twice the overall average.
Seeking Real Connections: Less Online, More In-Person
Gen Z’s cocktail culture is intertwined with a desire for authentic human connection.
- 41% want to cut down on online socializing.
- 30% plan to attend more outdoor gatherings.
- 31% prefer intimate meetups over large parties.
Cocktail moments are becoming symbolic experiences: celebrations, milestones, self-expression, and connection.
41% say they expect to celebrate meaningful events with cocktails by 2026.
Sustainability and Transparency Matter
Environmental consciousness plays a defining role in the choices of young consumers in Spain.
Top sustainability priorities:
- 50%: reducing single-use plastics
- 40%: using recyclable packaging
- 38%: buying local products
In addition:
- 72% prefer beverages without additives
- 68% would pay more for traditionally aged products
This indicates a preference for authenticity, craftsmanship, and traceability—values increasingly embedded in modern hospitality.
Experience First: Presentation, Temperature, and Craftsmanship
Cocktails are now seen as holistic experiences, not just drinks.
- 76% prefer cocktails prepared by a bartender.
- 40% find unique locations appealing for social media.
- 33% are drawn to visually striking garnishes.
Temperature and quality also matter:
- 50% complain when cocktails aren’t cold enough.
- 48% dislike melted ice.
At home, the trend continues:
- 74% will consume spirits at home this year.
- 17% drink more cocktails at home compared to previous years.
- Fruit juice is the preferred mixer by 42%.
Most Popular Cocktails in Spain for 2026
According to the report, consumer favorites for the coming months include:
- Mojito – 41%
- Gin & Tonic – 35%
- Rum and Coke – 27%
The Margarita deserves special mention:
- 70% associate the name directly with the drink.
- 30% would choose it on a first date to impress.
For important celebrations, 48% prefer cocktails, slightly ahead of champagne (46%).
Still, on New Year's Eve, champagne remains the traditional choice for three-quarters of Spaniards.
Premiumization, Home Drinking, and New Social Rituals
A quarter of Spanish consumers (25%) say they drink more premium spirits than before, reflecting a willingness to pay for quality. Meanwhile, at-home consumption remains strong, driven by convenience, personalization, and the desire to recreate bar-quality experiences.
For celebrations:
- 38% choose spirits for significant events.
- 33% prefer them for larger gatherings.
International Insights: A Consistent Global Shift
The report highlights that Spain is part of a global redefinition of cocktail culture. Worldwide:
- Consumption occasions are shifting earlier.
- Lower-alcohol formats are gaining relevance.
- Bars are becoming community hubs, not only nightlife spots.
- Local sourcing is rising in importance.
- Brands are blending with fashion, music, and cultural events to create immersive identities.
After years of minimalist aesthetics, consumers are gravitating toward bolder presentations and more intense flavors, seeking memorable, photogenic, and shareable moments.
Conclusion: A New Era of Cocktail Culture
Data from Bacardi’s Cocktail Trends Report 2026 reveals rapid, profound changes in how young adults in Spain and beyond approach spirits and cocktails. Generation Z is driving this shift through its preference for:
- earlier and lighter drinking
- authentic experiences
- premium and sustainable products
- meaningful social interactions
- and visually appealing, high-quality cocktails
Brands are adapting—expanding low-ABV ranges, exploring non-alcoholic options, investing in sustainability, and creating products tailored for afternoon enjoyment. Spain is quickly becoming a reference point for how modern cocktail culture evolves: dynamic, responsible, experience-driven, and deeply connected to lifestyle and identity.
Source: Vinetur