A sun-soaked terrace in Barcelona. Aperitivo hour in Milan. A chilled glass of ouzo overlooking a Greek harbour.
For many consumers, food and drink are among the most memorable parts of a holiday, and increasingly those experiences are shaping what they order once they’re back home.
Across the UK, operators are tapping into consumers’ desire to recreate those holiday moments. From tapas and vermut to spritzes and Mediterranean aperitifs, drinks inspired by European travel are finding a place on menus as guests seek a taste of the destinations they love. The growth of alfresco dining has only strengthened the trend, offering consumers the chance to enjoy the same leisurely drinking occasions and social rituals they associate with holidays abroad.
Beyond simple nostalgia, travel also exposes consumers to new drinks, flavours and occasions they may never have experienced otherwise. Once discovered, many are keen to seek them out again closer to home.
The rise of aperitivo
One of the biggest European drinking occasions to be celebrated in the UK has been the traditional aperitivo, with the increasing popularity of the spritz. A traditional spritz is defined as a cocktail of sparkling wine, sparkling soda water and a bitter liqueur.
As consumer behaviour has shifted towards earlier drinking occasions, the rise of the spritz has fitted perfectly with consumers appetite to go out earlier in the day. Italian spritz or aperitivo is usually enjoyed between 7pm to 9pm before a meal. A spritz also tends to have a lower ABV than other cocktails, so also appeals to the increasing number of consumers looking to moderate their drinking.
Not just Italy
Although Italy may be synonymous with the spritz and aperitivo hour, dating back to 19th century Venice, other destinations drinking cultures are filtering their way into the UK dining scene, from Greece to Spain.
Uno mas
Spain is the most visited destination for UK holidaymakers, and culture is also being adopted by consumers in the UK who have enjoyed these drinking occasions on holiday and for whom it evokes memories. From Tinto Verano – red wine with lemon soda – to vermut and the traditional sangria, drinks menus are increasingly including these Spanish style aperitivos for consumers looking for an authentic Spanish experience.
This goes hand in hand with a sharp increase in the number of Spanish venues across the UK. Like the Italian spritz, these drinks are also traditionally lower ABV than the average cocktail. In Spain, ‘la hora del vermut’ traditionally takes place before lunch, with Spaniards enjoying vermut in cafes and bars in the warm sunshine. In the UK on trade, we are seeing a rise in the number of ‘vermuts’ listed on drinks menus, with many bars and restaurants serving smaller more authentic Spanish vermut brands. The presentation of how vermut is served also appeals to younger drinkers who place a huge amount of importance on how a drink looks.
Beyond Italy and Spain
The enjoyment of European cocktails and cultures goes beyond just Italy and Spain. Increasingly, we are seeing more venues list authentic aperitifs from other European countries like Lillet Spritz (low alcohol wine-based cocktail using Lillet, an aromatised wine aperitif) and panaché (beer and lemonade) from France and ouzo, an anise flavoured aperitif from Greece.
As UK consumers continue to prioritise travel and meaningful experiences, demand for these authentic regional drinks is only likely to grow. For operators, offering a taste of a favourite destination is about more than expanding a drinks list. It’s an opportunity to recreate the emotions that make holidays memorable in the first place: discovery, escapism and the simple pleasure of enjoying great food and drink with friends.
To find the perfect aperitifs and holiday inspired drinks to serve at your venue, visit Matthew Clark Bibendum. One partner, every pour.
Author: Alice Goody, head of on trade insight, C&C Group
