The Hugo spritz has officially overtaken the Aperol spritz as Britain's drink of the summer, and one UK cocktail maker has watched its sales double amid the shift. The elderflower-infused cocktail, long a favorite in Italian alpine bars, is now dominating British gardens and rooftop terraces, signaling a major change in seasonal drinking habits.

Why Hugo Spritz Is Winning the Summer

The Hugo spritz—made with elderflower liqueur, prosecco, soda water, and fresh mint—offers a lighter, less bitter alternative to the Aperol spritz. Its floral sweetness and lower alcohol content make it an easy sipper for long, warm afternoons, and its vibrant green garnish has made it a social media favorite.

According to the UK cocktail maker that reported the sales surge, the drink's popularity has been building steadily over the past couple of summers. The recent spike appears tied to a broader trend toward lower-ABV, refreshing cocktails that don't overwhelm the palate, especially during heatwaves.

From Alpine Tradition to British Mainstream

Originally created in the 2000s in the Italian region of Trentino, the Hugo was designed as a gentler cousin to the Aperol spritz. For years, it remained a regional specialty, but British bartenders and home mixologists have now embraced it with enthusiasm, partly due to its simplicity—only four ingredients, none requiring fancy technique.

  • Elderflower liqueur provides a fragrant, floral base that pairs well with prosecco's bubbles.
  • Fresh mint adds a cooling, aromatic lift that makes the drink feel more summery.
  • Soda water keeps the alcohol content lower than many classic spritzes.

What the Sales Data Reveals

The cocktail maker in question has seen its Hugo spritz-related sales double compared to the previous summer, a clear indicator that consumer preference has shifted. While the company did not disclose exact figures, the doubling of sales aligns with anecdotal reports from bars and restaurants across the UK.

Industry observers note that the rise of the Hugo mirrors the early trajectory of the Aperol spritz, which became a cultural phenomenon in Britain around a decade ago. The key difference is that the Hugo is arriving with a stronger emphasis on natural ingredients and lighter drinking occasions, appealing to health-conscious consumers.

How the Hugo Compares to Aperol

Aperol spritz is known for its bitter orange flavor and vivid orange color, while the Hugo is softer, greener, and more herbaceous. For many drinkers, the choice comes down to mood: Aperol for a bold, bitter start, Hugo for a delicate, easy-drinking session.

The Hugo is not just a drink; it's a lifestyle shift toward lighter, more botanical flavors that feel both premium and approachable.

What This Means for the UK Cocktail Scene

The shift to Hugo spritzes is likely to have a lasting impact on how British bars stock their shelves. Expect to see more elderflower liqueurs, premium proseccos, and fresh mint on menus across the country, as well as creative variations using seasonal fruits like peach or strawberry.

Home drinkers are also driving the trend, with social media tutorials and supermarket ready-to-mix versions making the cocktail more accessible than ever. The cocktail maker that saw sales double is now positioning itself to meet demand, but the broader market is also responding.

How to Make the Perfect Hugo at Home

For those new to the Hugo, the recipe is straightforward: fill a large wine glass with ice, add a shot of elderflower liqueur, top with prosecco and a splash of soda, then garnish with fresh mint and a lime wedge. The result is a tall, refreshing drink that's perfect for summer parties.

As the season progresses, industry analysts expect the Hugo's popularity to hold, especially if the UK enjoys more warm weather. Whether it becomes a permanent fixture or a seasonal favorite, one thing is clear: Aperol's reign has ended, and the Hugo has taken the crown.

Key Takeaways

  • The Hugo spritz has overtaken the Aperol spritz as the UK's default summer cocktail.
  • One UK cocktail maker saw its Hugo-related sales double year-over-year.
  • The drink's appeal lies in its lighter, floral, and lower-alcohol profile.
  • Bars and home drinkers are both embracing the trend, with ready-to-mix options boosting accessibility.
  • The shift signals a broader move toward botanical and refreshing cocktails in the British market.