Hugo cocktail takes aim at Aperol in UK summer of spritz

It is the summer of spritz, and the drink that defined the Veneto's aperitivo hour is facing an unexpected challenger. According to the Guardian, British sales figures show the Hugo elderflower cocktail snapping at the heels of the market-leader Aperol to be this year's favourite drink, with the number of Hugos sold in the UK experiencing explosive growth.

The Hugo, a mix of elderflower liqueur, prosecco, soda and mint, has long been a summer staple in the Alpine foothills of northern Italy, where it originated in the early 2000s. Now, with Campari, Sarti Rosa and limoncello varieties also taking off, the British palate is embracing a broader spectrum of spritz than the bright orange Aperol that has dominated for years.

For the Veneto, this is more than a shift in cocktail trends. Aperol, born in Padua in 1919, is a cornerstone of the region's identity and a global symbol of Italian leisure, while prosecco — the base of any proper spritz — is the engine of the region's wine economy, with its rolling hills a UNESCO World Heritage site.