Lorraine Williamson
Major names such as Heineken and Guinness have already expanded their alcohol-free ranges. But it’s not just global players driving change. Across Spain, smaller producers are experimenting with unusual flavours — lavender and lemon, watermelon with basil, matcha paired with grapefruit — often presented in eco-friendly packaging that appeals to climate-conscious buyers.
These drinks aren’t designed merely to replace alcohol. They’re styled as premium experiences in their own right, with taste, aesthetics, and lifestyle appeal built into every can or bottle.
Function over fizz
Wellness culture runs deep with Gen Z. Drinks are no longer just about refreshment; they must also serve a purpose. Protein-enriched iced coffees, vitamin-boosted sparkling waters, and natural energy lattes are carving out space in fridges and on café menus. Brands like Califia Farms and Throne Sport Coffee are tailoring products to match active routines and health-driven choices.
The crossover between fitness and nightlife means an iced protein latte can be as socially acceptable as a gin and tonic — and a better fit for the Instagram grid.
Ice cream trends in Spain 2025
Image, influence, and Instagram
Visual appeal matters. Therefore, a drink that looks photogenic has as much value as its flavour. That’s why “ready-to-drink” options are booming: they’re convenient, styled for social media, and designed to be consumed without fuss. If it looks good on Instagram, it will sell in Spanish clubs.
Sustainability with substance
This is not a generation easily fooled by greenwashing. Gen Z consumers want more than marketing slogans; they expect transparency about sourcing, ingredients, and production. Authenticity is key: a “sustainable” drink must not only carry eco-friendly credentials but also feel real and rooted in traceable values.
Spain’s drinking future
Gen Z’s shift away from heavy alcohol use isn’t a fad. It’s a cultural reset that reflects global wellness trends and Spain’s own evolving nightlife scene. Brands that embrace authenticity, experiment with bold alcohol-free alternatives, and commit to sustainability will build loyalty among a generation that sees its choices as both personal and political.
Spain’s cafés and bars are changing — not by force of law or health warnings, but by the quiet conviction of a generation on a mission.
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