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.

The Hugo, typically made with elderflower syrup, prosecco, soda water and mint, has long been a staple of northern Italian bars, particularly in the alpine regions of Trentino-Alto Adige where it is said to have originated. Its growing popularity in the UK market represents a shift in consumer taste toward lighter, less bitter profiles than the classic Aperol spritz, which has been a global phenomenon for over a decade.

For Piemonte, the trend carries a direct economic resonance. The region's vineyards, particularly those producing prosecco's cousin varieties and the sparkling wines of the Langhe, stand to benefit from increased demand for the sparkling base that anchors the Hugo. While prosecco is primarily associated with the Veneto, Piemonte's own sparkling wine production, including Alta Langa, could see renewed interest as British drinkers experiment beyond Aperol.

The Guardian's report highlighted the 'explosive growth' of the Hugo, with Campari and other brands also seeing gains, suggesting a broadening of the aperitivo category rather than a simple substitution. For Italian producers, the diversification of the UK market — one of the largest export destinations for Italian wine and spirits — offers both opportunity and a cautionary note about the volatility of consumer fads.

The cocktail's rise also reflects a wider pattern the foreign press has noted: Italy's culinary exports remain a reliable source of national prestige and revenue, even as other sectors of the economy struggle. The spritz, once a regional habit, has become a global symbol of Italian leisure, and the Hugo's ascent is the latest chapter in that story.