Hugo elderflower spritz surges past Aperol to dominate UK summer drinks

British bar, café and restaurant receipts indicate the Hugo elderflower spritz has surged 196% year-on-year to the end of June, eclipsing the 13% rise in Aperol spritz sales. Bacardi's UK business unit director Steve Young highlighted that St-Germain, the drink's key ingredient, is seeing its fastest growth in the UK, having doubled in size over the last twelve months. The rise of the "daycap" - a lighter, late-afternoon cocktail - is driving the shift, especially among 18-29-year-olds who now list Hugo as their top choice.

NielsenIQ analyst Tom Oakton observed that spritz sales are expanding faster than the overall alcohol market, while Ocado Retail's spirits buyer Francesca Parker-Partridge reported a 122% jump in St-Germain sales. Campari Group UK managing director Francesco Cruciani cautioned that Aperol still leads, with roughly eight Aperol-based drinks sold for every Hugo-based one.