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.

The Guardian's report notes that the Hugo's growth is being driven by younger drinkers, who are drawn to its floral notes and lower alcohol content. The drink's name, from the German-speaking South Tyrol, is a reminder of the cultural diversity of Italy, a country where regional traditions often become national symbols.

On Sardinia, the aperitivo is a daily ritual, especially in the coastal towns where tourists gather at sunset. The island's own wines, including the Cannonau and Vermentino, are increasingly finding their way into spritz variations, as bartenders experiment with local ingredients. The international interest in the Hugo could open a door for Sardinian producers, who are keen to export not just their wines but the lifestyle that surrounds them.

The Guardian's article is a business story, but it is also a story about identity. The spritz, whether made with Aperol or Hugo, is a symbol of Italian leisure — the idea that the evening should be taken slowly, with a glass in hand and good company. That idea, rooted in the piazzas of the north, has found a natural home in the island's sun-drenched terraces.

As the summer of spritz continues, Sardinia's bars and restaurants are well placed to benefit. The island's tourism industry, which has grown steadily in recent years, is built on more than beaches and archaeological sites; it is built on the promise of a certain way of life, one that the Hugo and its cousins have come to represent.