Hugo cocktail challenges Aperol in Britain's summer of spritz

It is the summer of spritz in Britain, and the Hugo elderflower cocktail is snapping at the heels of the market-leading Aperol, according to The Guardian. Sales figures show the Hugo, made with elderflower cordial, prosecco and soda, enjoying explosive growth as drinkers seek a lighter, less bitter alternative to the classic Aperol spritz.

The rise of the Hugo is part of a broader trend, with Campari, Sarti Rosa and limoncello varieties also taking off. The drink, which originated in the South Tyrol region of northern Italy, has become a staple of the aperitivo hour, and its popularity abroad is a measure of how deeply Italian drinking culture has travelled.

For Sardinia, the spritz is more than a summer drink. The island's own traditions of wine and hospitality are part of the same Mediterranean way of life that has made the aperitivo a global ritual. The Guardian's report focuses on British sales, but the underlying story is one of Italian soft power — the ability of a simple glass of wine and soda to carry a sense of place across borders.