| | | Somewhere around my second before-lunch drink on my third day in Madrid, it became apparent: these people know how to fucking live. The young, the old, the professionals and the pensioners, all gathe | | If you have trouble reading this email, go to the online version |  | |  | | | | | |  | | | | March 07, 2017 | | Vermouth Hour Is the Best Hour of the Day
Why We Should All Live and Drink More Like Spaniards | |  | | | | | | | Somewhere around my second before-lunch drink on my third day in Madrid, it became apparent: these people know how to fucking live. The young, the old, the professionals and the pensioners, all gathered together in sunny plazas and crowded bars, day drinking with impunity. And their midday drink of choice: vermouth.
Vermouth is best known as that herbal, bittersweet addition to martinis and Manhattans. But in Spain, it's a drink unto itself. Usually the red stuff, consumed over ice or occasionally with a dash of sparkling water or tonic, and often with an orange slice. And much like craft cocktails and craft beers have enjoyed a stateside renaissance over the last couple decades, vermouth—the onetime Spanish favorite that's been in decline since the '70s—is back in fashion. So everywhere you look, provided you're looking through the hazy bottom of a glass, you'll see dozens of bottles lining shelves and bars pouring it straight from the tap.
"La hora del vermut" translates to "vermouth hour" and is that very special time before lunch when all the hard leisure-ing locals come out of their homes or offices to enjoy a midday drink and snack. It's magical. And it doesn't carry with it a stigma of alcoholism. Rather, it's social—a way to interact with your fellow thirsty people and recharge for the day ahead. And I may just be projecting here, but isn't that something we could all benefit from?
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