The traditional Spanish aperitif continues to play a strong role in weekend social life, with more than 70% of Spaniards saying they enjoy the aperitif during the weekend, according to data from the 2025 Socioeconomic Report by Espirituosos España.

The findings point to a broader shift in leisure habits, with daytime socialising becoming increasingly important and some consumers moving away from late-night plans.

The figures are based on industry research and describe reported consumer habits rather than alcohol consumption across the entire Spanish population.

Daytime leisure gains ground

The aperitif is part of a wider change in how Spaniards organise their free time.

According to the report, 52% of consumers say they have reduced their nightlife activities and shifted some of their leisure time toward daytime plans.

These include the aperitif, brunch and afterwork gatherings.

The trend does not necessarily mean people are abandoning socialising. Instead, the timing of those occasions appears to be changing, with earlier plans becoming more prominent.

Quality is becoming more important

The research also points to a change in the way consumers approach drinks during social occasions.

Some consumers report placing greater importance on quality, flavour, presentation and the overall experience rather than simply the quantity consumed.

According to the figures cited by Demócrata, 46% of Spaniards say they would prefer two premium drinks over other alternatives.

The finding is presented as part of a broader move towards more selective consumption.

The aperitif is evolving

Wine and vermouth remain traditional choices for the Spanish aperitif, but the range of drinks associated with the occasion has expanded.

Cocktails and mixed drinks are increasingly being incorporated into daytime social plans, including lighter and fruit-based options as well as variations on established drinks such as the spritz.

According to the 2025 Barometer Espirituosos, 51% of consumers consider quality drinks and cocktails attractive options for daytime occasions such as the aperitif.

Another 54% say they place particular value on mixed drinks and cocktails with milder flavours.

The hospitality sector remains central

Bars, cafés, restaurants and other hospitality businesses continue to play a major role in these social occasions.

Data cited in the report indicates that around seven in ten spirit-drink consumption occasions take place outside the home.

The hospitality sector accounts for 75.3% of the total value of spirits consumption, according to Espirituosos España. Bars and cafés represent an important part of that activity.

This helps explain why the shift towards daytime leisure is relevant beyond consumer behaviour. It is also influencing how hospitality businesses structure their offers and attract customers throughout the day.

Younger generations are also changing their habits

The report identifies differences between generations.

Around 29% of Generation Z consumers surveyed expect to increase their consumption of spirits and cocktails during the following year, according to the figures cited by Demócrata.

Among Millennials, cocktails and aperitif-related experiences are identified as emerging trends.

These figures represent survey responses and expectations rather than confirmed future consumption.

A tradition with a modern format

The popularity of the aperitif is not necessarily a new phenomenon in Spain.

What appears to be changing is the way the occasion is presented and experienced.

The traditional combination of a drink, small plates and conversation is increasingly being combined with modern cocktail culture, more premium products and a wider variety of daytime experiences.

The result is an aperitif culture that can encompass everything from a traditional vermouth to a contemporary cocktail served alongside food.

The weekend remains particularly important

Weekend leisure continues to provide an important setting for the aperitif.

The findings from Espirituosos España are consistent with other research showing that daytime socialising has become an established part of Spanish leisure habits.

Earlier data from the sector found that 74% of consumers participated in the aperitif during weekends, while 57% went out for drinks in the afternoon.

The latest figures therefore fit into a broader trend rather than representing the sudden emergence of the aperitif as a social habit.

Spain's aperitif culture continues to evolve

The latest research suggests that the Spanish aperitif remains firmly connected to socialising, gastronomy and hospitality while adapting to changing lifestyles.

Earlier leisure schedules, premium drinks, cocktails and new food pairings are being incorporated into a tradition that has long been part of Spanish social life.

The headline figure of more than 70% should be understood as a reported preference or habit among surveyed consumers, not as a measurement showing that 70% of Spain's entire population consumes alcohol every weekend.

For Spain's hospitality industry, however, the figures point to the continuing importance of daytime occasions and the enduring role of the aperitif as a social moment.