How to Slice and Store Jamón

Americans have experienced some epic sporting victories over the years, from the “Miracle on Ice” hockey victory over Russia in 1980 to the Dream Team basketball victory in 1992 and the historic Women’s World Cup victory in 1999. And American fans celebrated with parades and parties. But those celebrations pale in comparison to the gatherings in Spain after the 2026 world soccer victory!

In Madrid alone, over 2 million ecstatic fans filled the streets, giving a hero’s welcome to the returning champions. We were astonished to see videos of a vast sea of fans at La Plaza de Cibeles, singing together in one voice, faces glowing with the joy of victory. In a country that often experiences regional tensions, it was incredible to see the entire population coming together with national pride.

Fútbol (soccer) is bordering on a national religion in Spain, with teams participating in intense rivalries between clubs. Some matches are so legendary they even have names, like El Clásico or El Derby. But when the national team played in the big tournament, these rivalries disappeared. On the national team, members of the legendary clubs of La Liga, like FC Barcelona and Atlético Madrid, played side by side.

We talked with a friend in Valencia who told us the streets were empty during the matches, as families and friends gathered in bars and homes to cheer on La Roja. The crowds shouted in unified passion, bonding with strangers as they celebrated goals or commiserated about bad calls.

We were able to experience some of Spain’s communal joy with a watch party that we organized at the Virginia Beer Company in our hometown of Williamsburg, VA. We shared a free spread of simple tapas with the crowd, from Marcona almonds and picos breadsticks to anchovy stuffed olives and quicos crunchy corn. We even hand-sliced a Jamón Ibérico, with hungry fans devouring the ham faster than we could slice.

The crowd grew to over a hundred people, and we were excited to see a group of a dozen Spanish fans leading the cheers. They were young adults working at Busch Gardens for the summer, and their enthusiasm was infectious. They even inspired the Williamsburg locals to sing “¡OLÉ, OLÉ  OLÉ OLÉ!” at full volume. The excellent glasses of beer did not hurt the enthusiasm!

As the final whistle blew in overtime, the entire crowd exploded, led by the Spanish fans. They waved huge red and yellow flags, sang victory songs and literally jumped for joy as a group! One guy ran over and grabbed what was left of the jamón, holding it high in the air like it was a religious icon, then kissed it to celebrate the victory. Another fan grabbed a porrón pitcher that we’d brought and poured a long stream of beer in his mouth. For a moment, it felt like we were at a bar in Madrid or Sevilla, sharing the thrill of victory with the people of Spain.

In life, stereotypes are sometimes positive and real. Spaniards do love jamón with an intensity bordering on obsession. They do come together and connect, creating community wherever they are. It was thrilling to share their passion and excitement; it was an event that we’ll always remember.

¡Hola! I'm Jonathan Harris, one of the owners of La Tienda. I love sharing insights about Spain's amazing food culture. Learn more >

Our father Don Harris was affectionately called "Don Don" (Mr. Don) by some of our Spanish friends. Such a familiar honorific was so perfect for dad, a man who created so many warm personal bonds with his Spanish friends that he naturally earned their love and respect. 

From the day we founded La Tienda 30 years ago, Don valued relationships above all else, more than great food or business success. He was energized by the strong connection he created with our Spanish partners, from Abel Rodriguez, the Cordoban purveyor of Ibérico ham, to Carmen Gutiérrez-Colosía, a generous and welcoming sherry wine maker.

Don loved Spain for its sense of community, a culture where family, and especially children, are treasured. He was by no means a gourmand, preferring simpler pleasures: a great loaf of bread, a slice of tortilla de patatas, and his favorite, a plate of piping hot croquetas de jamón. Don passed peacefully in 2024, but his legacy of welcoming and connection lives on through La Tienda.

Here are a few of Don's very favorite foods from Spain, I hope you enjoy them too!

Jonathan - La Tienda

America is in love with tapas. Or at least the word tapas is used at all kinds of restaurants across the country. In the U.S., this usually means sharing a variety of small plates with fellow diners around a restaurant table so everyone gets to try each dish. While I personally love dining this way, it can be pretty far from the true Spanish tapas tradition.

First of all, tapas are by definition always Spanish food. There is no such thing as Asian or Mexican tapas, just as there is no Spanish sushi or burritos. The world has other great small plates traditions, from Middle Eastern mezze to Chinese dim sum and Italian aperitivo. There's no reason to use the word tapas for these other admittedly delicious styles of eating. Plus, Spain has a wealth of delectable foods, from Galician seafood to Andalucian jamón, and there's no need to add flavors from far afield.

Secondly, tapas is just as much an activity as an eating style. Barcelona and Madrid have streets lined with dozens of tapas bars, each specializing in a particular tapa. My friends and I love stopping by a tapas bar, ordering a drink and enjoying their signature tapa while standing around a tall table. We could order grilled mushrooms topped with shrimp and a small beer in one place, then a pincho moruno pork skewer and a cup of wine in the next, never staying longer than fifteen or twenty minutes at each location. All the while, each of the bars is filled with patrons talking, sharing stories and enjoying each other's company.

This casual camaraderie and connection over tasty bites of food is the third signature of Spanish tapas. Unlike a restaurant meal, a tapas crawl is full of surprises, unexpected flavors and impromptu conversations with friends and strangers along the way. An evening of tapas has a loose informality that encourages new discoveries and shared experiences.

So, enjoy that "tapa" of a Thai spring roll or an Angus slider at a U.S. restaurant. But remember that true Spanish tapas is a whole experience, a time of camaraderie and adventure while enjoying delicious bites of Spain's incredible foods at each stop along the way.

¡Hola! I'm Jonathan Harris, one of the owners of La Tienda. I love sharing insights about Spain's amazing food culture. Learn more >