Hugo Spritz Overtakes Aperol as the UK's Summer Cocktail of Choice
Pub gardens and bar terraces across the United Kingdom have long been adorned with the vibrant orange hue of Aperol spritzes, a testament to Italy's enduring influence on British drinking culture. However, this summer marks a significant shift as the Hugo spritz, a sweeter and lower-alcohol cousin, emerges as the definitive drink of the season, according to insights from supermarkets and bars nationwide.
Nationwide Availability and Rising Popularity
The Hugo spritz is now readily available at bars throughout the country, including prestigious establishments such as Sea Containers on the Thames, Mayfair's luxurious Claridge's hotel in London, the 20 Stories bar in Manchester, and the Bridge Tavern in Newcastle. Notably, the Wetherspoons chain has incorporated the cocktail into its menu across all locations, while Aldi has introduced a convenient ready-to-drink bottled version, catering to the growing demand for at-home consumption.
George Raju, director of bars at Claridge's, highlighted a broader trend driving this popularity: "In the past year, we have observed a significant shift among our guests towards beverages with lower alcohol percentages, especially during daytime hours. The Hugo spritz aligns perfectly with this evolving preference."
Origins and Composition of the Hugo Spritz
Created in Italy in 2005 by bartender Roland Gruber in South Tirol, the drink was initially named an "Otto" spritz before being rebranded to "Hugo" for its catchier appeal. It has since gained substantial popularity in France and beyond. The cocktail is crafted from elderflower liqueur, such as St-Germain, combined with prosecco, soda water, and fresh mint, resulting in a flavour profile that is notably sweeter and less bitter than the traditional Aperol spritz.
Mixed Reactions and Market Trends
Despite its surge in popularity, some industry experts express scepticism about the longevity of the trend. Ashley Palmer-Watts, co-owner of the Devonshire pub in Soho, central London, noted that while customers have been requesting Hugo spritzes, the establishment remains cautious. "The Hugo started to gain traction last year and is becoming more prevalent, but I believe the elderflower craze may not endure indefinitely. It is excessively sweet; I struggle to consume more than one. I personally favour the orange flavour of Aperol," he remarked.
Supermarkets have keenly identified the rising interest in homemade versions. Waitrose reported that searches for "Hugo spritz" on its website have more than quadrupled, with sales of St-Germain elderflower liqueur increasing by nearly 30% compared to the same period last year. A spokesperson added, "While the Hugo spritz continues to grow in popularity, many of our customers are also exploring bitter and complex flavour profiles. Traditional apéritifs like Vermouth, Campari, and Lillet are experiencing a renaissance as we anticipate a European-inspired summer, with sales of Martini Bianco nearly doubling and Cocchi Vermouth di Torino up by 75% year-on-year."
Recipe for the Perfect Hugo Spritz
For those eager to recreate the cocktail at home, here is a simple recipe based on St-Germain Elderflower Liqueur:
- Ingredients: 40ml St‑Germain elderflower liqueur, 60ml prosecco, 60ml sparkling water, 8-10 mint leaves, a lime wedge for garnish, and a mint sprig for garnish.
- Directions: Fill a glass with ice cubes, add the mint leaves, pour in the prosecco and sparkling water over the ice, add the St‑Germain elderflower liqueur, gently stir, and garnish with a mint sprig and lime wedge.
This summer, as Britons seek refreshing and lower-alcohol options, the Hugo spritz stands poised to dominate social gatherings, offering a delightful alternative to the classic Aperol spritz.
