Hugo cocktail takes aim at Aperol in summer of spritz

It is the summer of spritz, and the Hugo elderflower cocktail is snapping at the heels of the market-leader Aperol to become this year's favourite drink in Britain, according to sales figures reported by the Guardian. The elderflower drink is enjoying explosive growth, with Campari, Sarti Rosa and limoncello varieties also taking off.

For Campania, the spritz wave carries a familiar name: limoncello, the lemon liqueur that has long been a staple of the Sorrento peninsula and the Amalfi coast. The Guardian's report notes limoncello varieties are among those enjoying rising sales, a sign that the region's signature digestif is finding new life in the global cocktail boom.

The trend speaks to a broader shift in how the world drinks Italian classics, with lighter, fruitier options challenging the bitter orange dominance of Aperol. British bars and supermarkets are stocking up on Hugo, a mix of elderflower syrup, prosecco and soda water, as consumers reach for something less bitter and more refreshing.

The Hugo cocktail's rise is not confined to Britain. The drink, which originated in northern Italy's Trentino-Alto Adige region, has been gaining ground across Europe for several seasons, and the Guardian's report suggests this summer marks a turning point in its popularity. The elderflower-based spritz is now a serious rival to Aperol, the bright orange aperitif produced by the Campari Group, which has dominated the spritz category for years.

For Campania, the cocktail trend dovetails with the region's own production. Limoncello, made from the zest of Sorrento lemons, is one of the South's most recognisable exports, and its appearance in the Guardian's list of growing spritz varieties points to a potential boon for small producers along the Amalfi coast. The liqueur, traditionally served chilled as a digestif, is increasingly being used as a mixer in spritz-style drinks, a development that could open new export markets for the region's distilleries.

The summer of spritz also carries implications for prosecco, the sparkling wine that forms the base of both Hugo and Aperol spritz. While prosecco is produced in the Veneto region, its success fuels demand across Italy's hospitality sector, including the bars and restaurants of Naples that cater to the summer tourist trade. The Guardian's report highlights the drink's explosive growth in the UK, where it has become a staple of pub gardens and rooftop bars.

As the cocktail wave continues, Campania's producers are watching closely. The region's lemon groves, which stretch from Sorrento to the cliffs of Amalfi, have long supplied the zest for limoncello, and a sustained rise in spritz-style drinks could bolster a sector that relies heavily on tourism and export. The Guardian's report offers no specific figures for limoncello sales, but its inclusion among the varieties taking off suggests the trend is real and growing.