The Hugo, an elderflower-based spritz, is rapidly gaining popularity in Britain and is challenging Aperol’s dominance during the summer cocktail season. Its rise reflects a broader shift towards lighter, longer drinks consumed in the late afternoon, particularly among younger drinkers, and has expanded the market for colourful, social-media-friendly spritzes.

Orders for Hugo spritzes in bars almost tripled in the three months to June, representing a 196% year-on-year increase, while Aperol spritz sales rose 13%, Campari spritzes 52% and limoncello versions 31%. The Hugo combines prosecco, elderflower liqueur, soda water and mint; Bacardi says sales of its St-Germain elderflower liqueur have doubled over 12 months. Aperol remains the UK market leader, but spritzes are now Gen Z’s favourite cocktail and Campari’s UK aperitif-brand sales rose by more than 10% in the first half of the year.