The Hugo spritz, a refreshing cocktail made with elderflower liqueur, prosecco, soda water, fresh mint, and lime, is rapidly becoming the dominant drink of the summer, challenging the long-held popularity of the Aperol spritz. This shift is evident in bars, social media, and supermarket sales across the United Kingdom.
First created in 2005 by bartender Roland Gruber in South Tyrol, the Hugo spritz offers a floral, crisp, and less bitter alternative to the well-established Aperol. Its lighter alcohol content and visually appealing pale green hue, often garnished with mint and cucumber, make it a strong contender for contemporary drinking preferences.
Evidence of the Hugo spritz's rising prominence is reflected in retail data. Searches for 'Hugo spritz' on Waitrose have increased by 364% compared to the previous year, while Sainsbury's has seen a 781% surge in searches for elderflower. Marks & Spencer reported selling over 1.1 million cans of its ready-to-drink Hugo spritz within its first year, surpassing its classic gin and tonic to become its top-selling cocktail can.
Cocktail brands are also noting the trend. Black Lines, a premium cocktail bottler, stated that its Hugo spritz is now its best-selling product, with co-founder Kuleen Khimasia observing that consumers are actively seeking out the Hugo rather than just an alternative to Aperol. Similarly, Linden Pride, co-founder of the Dante restaurant group, noted that the Hugo spritz has become the bestselling cocktail across all Dante locations, from Beverly Hills to London.
The growing appeal of the Hugo spritz aligns with a broader trend in the drinks industry towards lower-alcohol, longer serves. Consumers are increasingly opting for beverages that can be enjoyed over extended periods without the potent effects of higher-alcohol cocktails. Numa Heathcote, co-founder of Della Vite, a Prosecco brand that also produces canned spritz cocktails, commented that the Hugo captures this shift, offering a lighter, more refreshing, and "sessionable" drink that still provides a sense of occasion.
Sommelier Davide Traverso from Edinburgh wine bar Sotto highlighted that younger drinkers are particularly drawn to refreshing cocktails with lower alcohol by volume (ABV), allowing for social enjoyment without next-day effects. This preference mirrors the rise of alcohol-free spirits and wellness-focused beverages, indicating a desire for enjoyable treats that have a more moderate impact.
The visual appeal of the Hugo spritz also contributes to its popularity, particularly on social media. Its pale green color, sparkling bubbles, and fresh garnishes create an aesthetically pleasing image that is highly shareable. Elderflower, the key flavoring, has also become a popular summer flavor across various food and drink products.
The ease of preparation further enhances the Hugo spritz's accessibility. Its simple recipe, requiring only a few ingredients and basic techniques, allows for easy replication at home. This has facilitated its spread beyond bars into various social settings, including picnics, weddings, and garden parties. British Airways has even added a canned version of the Hugo spritz to its onboard beverage selection.
While the Hugo spritz gains momentum, the Aperol spritz is not expected to disappear entirely, maintaining its status as a modern classic. The coexistence of both cocktails suggests a diversification in summer drink preferences rather than a complete replacement, with the spritz format itself proving adaptable and appealing.
