Tradtionally, la hora de vermut was just before lunch. The idea was to drink a vermouth before eating to “wake up” your appetite. The vermouth, paired with a good tapa, would prepare your stomach for lunch. Although many now drink beer before lunch, vermouth is known as being a more elegant and highbrow aperitivo. These days, though, you can drink vermouth whenever you feel like it – not just before lunch.
After Franco’s death and the political transition to democracy, Madridleños rejected vermouth for awhile during the famous Movida Madrileña. The vermouth tradition was dismissed as passé, something only older people did. Youth favored wine or beer to the stronger fortified wine.
Vermouth is trending once again in Madrid. Often called the new gin and tonic, drinking vermouth has become hip once again over the past couple of years. The Spanish press can’t stop writing about it, and several books have been written on vermouth in the past few years in Spain. Part of this could be attributed to the fact that Madrid is going through a bit of a food and drink revolution, with new concepts (and old ones, like vermouth) growing in popularity.
Many bars in Madrid actually have vermouth on tap. It’s usually located next to the beer taps, making it easy and quick to serve up a vermouth drink at any hour of the day.
Vermouth pairs perfectly with tapas. Some of the most popular ones are olives, mussels, anchovies or sardines, but really, it pairs well with almost any savory food item.
Right now, there’s many wineries in Spain that make vermouth. One of the most famous is Yzaguirre, which dates back to 1884 and is located in the Tarragona region.
Most people in Madrid drink their vermouth with a couple extras. These extras could be ice, an olive, an orange wedge or, depending on the bar you’re at, a splash of sparkling water.