The sky over Madrid is offering a deal. After years of competing to serve the most expensive gin-tonic with views over Gran Vía, rooftop bars have realized that no matter how stunning their views are, customers still check the bill. As a result, for the first time in six years, the price of gin-tonic on high is slightly cheaper. Even in the sky, the laws of supply and demand apply. “It's not about constantly increasing prices. Already 14 euros with admission is quite exclusive,” notes Francisco García de Oro, general manager of the VP Plaza España Design.

EL PAÍS has been documenting this trend for six years. During this time, rooftops with views of Gran Vía have increased by a staggering 72%. All boast “the best view of Madrid,” but there are now more contenders for that title. On the first route the newspaper took in 2019, they counted 18 terraces. Between Plaza de España and the Palacio de Cibeles, within just a two-kilometer radius, there are now 31, indicating the concentration and pressure in this golden mile of Madrid’s gin-tonic scene. Everyone wants to reign up there.

Last year, Doñaluz, Brach Madrid, and Catalonia Plaza España joined the scene. And they've done well. Doñaluz, for example, had to adjust its operations due to social media success: they've implemented shifts to manage demand, as finding a table on a sunny Saturday afternoon has become a quest. Experts agree that hotels no longer represent an invisible barrier. “Thanks to the influence of Madrid's content creators, more people discover they can go up without being hotel guests,” states a spokesperson for Hotel Emperador. On June 14, they plan to show "Women on the Verge of a Nervous Breakdown" at their summer cinema (admission: 27 euros), demonstrating how these terraces have become destinations beyond gin-tonic.

This year, the average price for a gin-tonic has dropped compared to 2024. The standard mix now averages 13.64 euros, a 5.1% decrease from the previous year, while the premium costs 17.63 euros, a reduction of 5.7%. The most expensive gin-tonic in the ranking is served by Hotel Riu, costing 16.20 euros plus 10 euros for non-consumable admission. The most affordable one is found at El Corte Inglés’ terrace, where you can still order one for 10 euros. In the premium category, Pestana CR7 offers the most exclusive drink at 22 euros plus five for entry, compared to 14 euros for the cheapest, also at El Corte Inglés.

This drop does not result from promotions or acts of generosity. It's basic economics. Since 2019, the price of the affordable gin-tonic has risen by 14.21%, from 11.94 euros to 13.64 euros. In the same period, the premium rose by 7.6%, reaching 17.63 euros. However, 2024 marked the historic peak, with prices of 14.38 euros for the cheapest version of the drink and 18.70 euros for the premium. “I don't want you to come just for the photo. I want you to visit, enjoy, and consume,” explains García de Oro.

Rooftop terraces no longer impress as they once did: after all, after so much talk of Madrid being the new Miami, prices at ground level have now become very similar to those in the sky. Six years ago, it seemed scandalous to pay more than 20 euros for a drink, especially when average annual inflation barely touched 0.7% in 2019 and inequality, measured by the Gini index, was around 31%. Today, with inflation estimated at 2.3% for 2025 (an increase of 1.6 percentage points compared to 2019) and inequality around 31.2%, this price range has normalized, experts explain.

Along the way, the sector has changed its name and face. In their quest to reinvent themselves, many terraces have opted for relaunches or transfers: Azotea Cibeles is now Cornamusa; Santo Domingo became Inhala Terraza; Osadía is now La 14; Penthouse WOW transformed into Gran Vía 18; and El Cielo de Chicote morphed into El Cielo de Montera. From Inhala Terraza, the goal has been clear: maintain accessible prices and establish a minimum consumption to guarantee service. Despite new trends, they assert that gin-tonic remains king.

Competition is not only measured in prices, as this game also involves access models and management groups. Some rooftops maintain more exclusive policies, like Hotel Riu, where the ranking’s most expensive admission costs 10 euros without consumption. Still, it remains one of the most crowded. “Easily, between 3,000 and 4,000 people enter daily,” explains Miguel Pérez, hotel production director. Most seek the photo from above. “We wanted to remain a popular terrace,” he adds, defending that they haven't raised the entrance fee since 2019.

With a different philosophy, Ginkgo Sky Bar, at the VP Plaza España Design hotel, maintains a fixed cocktail menu at 14 euros. Its general manager, Francisco García de Oro, believes the model has settled: “The market has reached its peak. Some rooftops will eventually disappear due to so much competition.” Further east, Jardín de Diana, at the Hyatt Centric, has chosen another approach: Balearic ambiance, spritzes as protagonists, and a Sunday brunch with unlimited cava that attracts Madrileños seeking a relaxed plan. “We've broken the barrier of hotels as exclusive sites,” defends Raúl Garate Acebo, director of food and beverage. “Demand has refined. There's more interest in artisanal spirits,” they assure from the Hotel Indigo team.

Despite the saturation of Madrid's sky, attendance figures confirm there’s still an audience for almost everyone. It's no coincidence that several rooftops belong to large restaurant groups: Azotea Grupo manages Picalagartos, Círculo de Bellas Artes, and Cornamusa; SmartRental Group owns ELLA Sky Bar, La 14, and Tilda; while the Vincci hotel chain includes Capitol, Vía 66, and The Mint.

Hotel Riu, on the 26th floor, leads with around 3,000 daily visitors, mostly tourists drawn by the views and viral effect on social networks. It's followed by Ginkgo Sky Bar, on the 12th floor of VP Plaza España Design, receiving between 800 and 900 people on Saturdays and accumulating up to 6,000 weekly customers. Broken Shaker, the rooftop of Generator, adds about 1,100 visitors during the weekend, primarily locals. Casa Suecia, more discreet but established, gathers around 500 people daily. These figures reflect how rooftops have become not just places to have a drink but genuine social destinations where the experience starts long before the first sip. “The international audience still predominates, as we're a must-see for those visiting Madrid for the first time, but the truth is more locals are coming up, equally falling in love with our views,” they assure from Azotea Grupo.