September 2025 saw the triumphant return of the Eat Spain Drink Spain campaign to British shores, and what a celebration it was. From September 12th to 28th, food lovers across the UK were treated to an immersive journey through Spain’s rich culinary landscape, proving once again that Spanish cuisine holds a special place in the hearts of British restaurants and homes.
What struck me most about this campaign was its clever timing and concept. Let’s be honest, half of Britain spends their summer holidays in Spain these days. But what happens when you come home and find yourself craving those flavours? This campaign understood that brilliantly. Spain was literally coming to us, making sure we didn’t have to miss out on vacation vibes just because we’re back in rainy London.
Organised by Foods and Wines from Spain (ICEX), the initiative transformed five major cities, London, Manchester, Liverpool, Edinburgh, and Birmingham, into vibrant showcases of Iberian gastronomy. The campaign’s success lay in its accessibility. Whether you were browsing special promotions in your local delicatessen or enjoying a carefully curated tasting menu at a premium restaurant, authentic Spanish flavours were never more than a stone’s throw away.
London’s Standout Moments
The capital proved to be particularly fertile ground for Spanish culinary culture. If you’re familiar with London’s food scene, which is one of the most exciting in the world right now, you’ll understand why this campaign thrived here. London is truly a city for tasting, where you can traverse continents within a few tube stops. The diversity is staggering, and the quality? Even better.
The city’s restaurant scene embraced the campaign with enthusiasm, offering experiences that ranged from traditional to innovative, and more importantly, genuinely authentic.
Lobos set the tone with elegance, welcoming guests with a glass of effervescent cava before presenting the star of the show: secreto ibérico, that prized cut of Iberian pork, served alongside vibrant mojo sauce, perfectly cooked potatoes, and a glass of Rioja Reserva. This pairing exemplified the campaign’s philosophy: showcasing Spain’s finest products in combinations that honour tradition while delighting contemporary palates.
Over in Soho’s Berwick Street, Maresco demonstrated the beauty of simplicity with their grilled zamburiñas (queen scallops) paired with chorizo and the crisp, mineral notes of Palo Alto white wine from volcanic soils. It was a reminder that Spanish cuisine’s strength lies not in complexity, but in the quality of its ingredients, something the best Spanish chefs understand instinctively.
Pizarro on Bermondsey Street elevated the experience further with Galician sirloin steak crowned with smoky romesco sauce, perfectly complemented by Lustau’s Amontillado del Castillo Sherry. The pairing showcased the versatility of Spanish wines beyond the familiar Rioja and Cava, and trust me, once you start exploring Spanish sherry, there’s no going back.
Meanwhile, Copita brought sophistication to both Soho and Fitzrovia. Their Soho location offered delicate tuna tartare with Amontillado Sherry, while the Fitzrovia venue tempted diners with razor clams and Cava, each pairing demonstrating the natural affinity between Spanish seafood and wine.
Beyond the Restaurant Scene
What made this campaign particularly successful was its multi-faceted approach. While restaurants offered curated experiences, retailers played an equally vital role in bringing Spanish products into British homes. Promotional packs, substantial discounts, and online bundles made it easier than ever for home cooks to explore Spanish gastronomy, because let’s face it, not all of us can eat out every night, even if we’d like to.
The interactive elements added another dimension entirely. Laura’s Larder in South London hosted “make your own gilda” demonstrations, teaching participants the art of assembling the iconic Basque pintxo of anchovies, olives, and guindilla peppers. Meanwhile, Jeroboams on Heath Street elevated the educational aspect with expertly guided Spanish food and wine pairings, helping customers understand the nuances that make Spanish wines so distinctive.
Why It Matters
Here’s the thing: the Eat Spain Drink Spain campaign succeeded because it wasn’t just marketing fluff. Spain’s culinary heritage, recognised by UNESCO through the Mediterranean Diet’s designation as Intangible Cultural Heritage of Humanity, represents centuries of cultural exchange and agricultural excellence. From the sun-drenched vineyards of Rioja to the acorn-fed Iberian pigs of Extremadura, Spanish food tells a story of passion, patience, and pride.
And authenticity, that’s the keyword here. When Spanish restaurants in London get it right, they’re not trying to reinvent the wheel or over-complicate things. They’re bringing you the real flavours, the ones that transport you back to that holiday you took, that beach town you fell in love with, that small bodega where you had the best meal of your life.
The Bigger Picture
As the campaign wrapped up at the end of September, it left behind more than just satisfied diners and well-stocked larders. It reinforced the UK’s appetite for Spanish cuisine and demonstrated the enduring appeal of Mediterranean flavours in British food culture. The success across five major cities suggests that Spanish food and wine have moved beyond trend status to become a permanent fixture in the UK’s culinary consciousness.
And honestly? That makes perfect sense. We’re already booking our return flights to Spain before we’ve even left. Why shouldn’t we have access to those same incredible flavours year-round?
For those who missed this year’s festivities, the good news is that many of the participating restaurants continue to champion Spanish products year-round, and the relationships forged between UK retailers and Spanish producers during the campaign will ensure continued availability of quality Spanish products.
The passion is real in Spain, as the campaign reminded us. And that September, that passion was very real in London too.
For more information visit www.foodswinesfromspain.com
Image Credit: Eat Drink Win Spain