We’re embarking on the González Byass Press Trip, curated by The Tourism Lab—24 immersive hours in Madrid, priming our palates before diving into the sherry and brandy heritage of González Byass, Harvey’s, and Fundador. Touch down with just one day to savor the city’s vibrant soul through exceptional cuisine. This isn’t a typical tour—it’s our exhilarating gastronomic journey across seven standout destinations: the timeless Chocolatería San Ginés for churros, a lively stop at Plaza Mayor beneath the iconic Tío Pepe sign, tapas delights at Mercado de San Miguel, an elevated lunch at Élkar on the 33rd floor, classic cocktails at Viva Madrid, and a refreshing close at Kala Greek Frozen Yogurt, with optional evening views from on high. Perfectly positioned in the historic center and business district (near Puerta del Sol, Gran Vía, and Paseo de la Castellana), these spots connect seamlessly via walks, metros, or quick taxis for an energizing, flavor-filled 24 hours. Get ready, food enthusiasts—Madrid’s culinary heights are calling us!
Morning Kickoff: Sweet Start at Chocolatería San Ginés (9 AM – 11 AM)
Kick off your adventure (or wrap up a late night—it’s open almost round-the-clock!) at this beloved 1894 gem hidden in Pasadizo de San Ginés, steps from Puerta del Sol. Indulge in crisp churros (or hearty porras) dunked in rich, pudding-like hot chocolate—a true Madrid essential. With marble tables and tiled charm, it’s a favorite for locals and visitors alike. Pro tip: The classic combo costs under €5 and provides the perfect fuel. Stroll 5 minutes west to Plaza Mayor next.
Late Morning Highlight: Plaza Mayor Magic (11 AM – 11:30 AM)
Pause in Madrid’s historic core at Plaza Mayor, a 17th-century masterpiece of arcades, frescoes, and energy. Capture the glowing Tío Pepe neon sign (a sherry icon since 1935) alongside the King Philip III statue. Enjoy street performers and a quick café con leche from a terrace—it’s free, fabulous for photos, and appetite-building. Head north 15 minutes on foot (or by metro/taxi) for more.
Mid-Morning Grazing: Mercado de San Miguel (11:45 AM – 12:45 PM)
Step into the elegant iron-and-glass haven of Mercado de San Miguel, a 1916 landmark turned premier food hall. Explore 30+ stalls brimming with Spanish gems: paper-thin jamón ibérico, calamari, olives of every kind, fresh oysters, regional cheeses, paella nibbles, and vermouth pours. Keep it light with calamares bocata or croquetas (€15-25). Vibrant yet top-quality—stand and savor. Then, taxi 10 minutes north along Gran Vía to soar upward.
Sky-High Lunch: Élkar Excellence (1 PM – 3:30 PM)
Ascend to the 33rd floor of Torre Emperador Castellana (over 160m up—Spain’s highest restaurant!) for Élkar’s “Gastronomía de Altura.” Panoramic windows reveal stunning 360° vistas of the Sierra, Bernabéu, and cityscape. Chef Fran Vicente’s Mediterranean menu dazzles: Parmesan mousse with pesto, premium bellota ham, pistachio ajo blanco with tuna and Jerez pearls, sea bass with beurre blanc and caviar, Ibérico presa with demi-glace and kumquat, or the exquisite Tarta Ópera. Enhance with Fundador infusions or cellar wines. Choose the executive menu or à la carte; book ahead. Sophisticated and inspiring—taxi 15 minutes south afterward.
Early Afternoon Aperitivo: Viva Madrid (4 PM – 7 PM)
Dive into Barrio de las Letras at Viva Madrid, a 1856 tavern reborn with flair by mixologist Diego Cabrera. Vintage tiles meet ‘20s tango ambiance as jazz hums in the background. Sip gin classics or try the standout Honey Moon cocktail—Pisco 1615 blended with spiced liquor, elderflower, lemon juice, and a whisper of smoked orange tree honey that adds a delightful, aromatic sweetness. Pair with upscale tapas such as truffle croquetas or vermouth olives. It’s the ideal relaxed aperitivo spot to unwind.
Evening Finale: Kala Greek Frozen Yogurt (7 PM Onward)
End on a fresh note at Kala on Calle de las Huertas: authentic Greek yogurt in creamy pistachio or fruit bases, topped with compote, berries, or crunch. Probiotic and portion-packed—perfect for strolling or bench-sitting. For night owls: Revisit San Ginés or taxi to Élkar’s bar for starry views and cocktails.
In just 24 hours, experience Madrid’s core: timeless treats, plaza charm, market buzz, elevated feasts with Fundador elegance, spirited tapas, and cool refreshment. Arrive eager, depart delighted—¡Buen provecho! These gems glow anytime in this vibrant city, day or night.