Hugo Cocktail Takes Aim at Aperol in UK Summer of Spritz

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

The Hugo, a blend of elderflower syrup, prosecco, soda water and mint, has long been a staple of Italian summer terraces, particularly in the northern regions where prosecco is produced. Its rise in British popularity reflects a broader international appetite for Italian apéritif culture, one that Emilia-Romagna's food and drink economy watches closely.

For the region, the trend matters beyond the cocktail glass. Prosecco production is centred in the neighbouring Veneto, but Emilia-Romagna's cooperatives and food exporters have built a reputation on protecting and promoting Italian product names abroad. The Hugo's success could open new markets for Italian elderflower producers and prosecco makers alike.