Hugo Cocktail Snaps at Aperol's Heels in UK Summer of Spritz

It is the summer of spritz in Britain, and the Hugo elderflower cocktail is snapping at the heels of market-leader Aperol to become this year's favourite drink, according to new sales figures reported by the Guardian.

The number of Hugo cocktails sold in the UK has seen explosive growth, with the elderflower-based drink joining Campari, Sarti Rosa and limoncello varieties in a broader surge of Italian-style aperitifs, the newspaper reported on Saturday.

The trend underscores the enduring soft power of Italian food and drink culture abroad, even as the cocktail's rise challenges the dominance of a brand deeply tied to the Veneto region.