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.