The Hugo cocktail is making waves in the UK, challenging the dominance of Aperol in the spritz market. Sales figures reveal a remarkable surge in Hugo's popularity, with nearly triple the number of orders in bars during the three months ending June. This trend is particularly notable among millennials and Gen Z, who are embracing the 'daycap' culture, favoring lighter drinks in the late afternoon. The Hugo's rise coincides with a broader shift in drinking patterns, where spritzes have become a staple in both nightlife and home settings. The drink's popularity is further bolstered by its sweet flavor, a stark contrast to the more bitter Aperol spritz. The Campari Group, owner of Aperol, is witnessing a 10% sales increase in its aperitif brands, including Aperol, Campari, Sarti Rosa, and Crodino. However, the Hugo's growth is impressive, with St-Germain, the elderflower liqueur, experiencing triple-digit growth. Despite the Hugo's momentum, Aperol remains the market leader, with industry data indicating a significant sales gap. The spritz trend is expected to continue, with new brands entering the market and a growing consumer interest in colorful, Instagram-worthy cocktails. As the UK embraces the spritz culture, the competition between Hugo and Aperol intensifies, leaving the question of who will reign supreme in the summer of spritzes.
