The summer of 2026 has sparked a spirited battle in the UK's cocktail scene, with the Hugo elderflower cocktail emerging as a formidable contender against the reigning champion, Aperol. This trend, as reflected in British sales figures, showcases a shift in preferences and a growing appetite for unique, refreshing drinks.
The Rise of the Hugo
The Hugo, a sweet and vibrant cocktail, has experienced a remarkable surge in popularity. Its key ingredients, elderflower liqueur, prosecco, soda water, and mint, have combined to create a drink that is not only delicious but also visually appealing. Steve Young, director of Bacardi UK, attributes the success of the Hugo to the growing demand for St-Germain, the signature liqueur in the drink. He highlights that sales of St-Germain in the UK have outpaced those in other countries, with the elderflower liqueur gaining traction among many customers.
A Generation's Choice
What makes this phenomenon particularly fascinating is the role of Gen Z in driving the spritz trend. Despite ranking sixth overall, the Hugo is the number one cocktail choice for this generation. This shift in drinking patterns, with a preference for lighter, afternoon drinks, coincides with the rise of the "daycap" - a refreshing alternative to the traditional nightcap.
The Spritz Evolution
The popularity of spritzes has expanded the choices on bar menus, benefiting companies like Campari, which owns a diverse portfolio of brands suitable for creating colorful, Instagram-worthy cocktails. In the UK, sales of Campari's aperitif brands, including Aperol, Campari, and Sarti Rosa, have seen significant growth. The hot pink Sarti spritz, with its unique flavor profile, is tipped to be the next big thing, further diversifying the spritz landscape.
A Broader Impact
The spritz trend has not only impacted bars and restaurants but has also influenced home drinking habits. Supermarket and high street sales data suggest that Britons are adding spritzes to their home bars, enjoying these refreshing cocktails in the comfort of their own homes. This trend is supported by NielsenIQ analyst Tom Oakton, who notes that spritz sales are outpacing the overall alcohol market in the UK.
The Future of the Spritz
While the Hugo is gaining traction, Aperol remains the most popular spritz, with St-Germain experiencing impressive growth. However, industry data suggests that Aperol still holds a significant lead, with approximately eight Aperol-based drinks sold for every St-Germain-based Hugo. Francesco Cruciani, managing director of Campari Group UK, emphasizes that Aperol's scale and popularity position it as the undisputed leader in the spritz category for the time being.
In conclusion, the spritz trend showcases an evolving drinking culture, influenced by generational preferences and a desire for unique, visually appealing drinks. While the Hugo is making waves, Aperol's dominance is a testament to its widespread appeal. As the summer progresses, it will be interesting to see if the Hugo can continue its ascent and challenge Aperol's reign.
