The Hugo elderflower cocktail is rapidly increasing in popularity in the UK, nearly tripling in orders over the last three months. This surge comes as the drink competes closely with Aperol, the current market leader, while other spritz varieties like Campari and limoncello are also seeing significant growth.
The rise of the Hugo is attributed to changing drinking habits among younger consumers, particularly Gen Z, who favor lighter cocktails for socializing. Sales data indicates that the overall spritz category is expanding faster than the broader alcohol market, signaling a shift in consumer preferences.