The summer of 2026 has seen a spirited battle in the UK's cocktail scene, with the Hugo cocktail emerging as a formidable challenger to the reigning champion, Aperol. This trend is not just a blip on the radar; it's a reflection of broader shifts in drinking culture, particularly among younger generations.
The Rise of the Spritz
The spritz, a refreshing cocktail typically made with a base spirit, soda, and a dash of fruitiness, has taken the UK by storm. Sales data reveals a significant surge in spritz consumption, with the Hugo leading the charge. This elderflower-infused drink, created in Italy and beloved in France, has nearly tripled its bar orders in the past three months.
What makes this particularly fascinating is the context. The spritz, with its lighter, sweeter profile, seems to be a perfect fit for the evolving drinking habits of millennials and Gen Z. These generations are opting for longer, more relaxed drinking sessions in the late afternoon, a trend that has given rise to the 'daycap' - a daytime alternative to the traditional nightcap.
Gen Z's Cocktail of Choice
Gen Z, in particular, has embraced the spritz with fervor. Despite ranking sixth overall, the spritz is their number one cocktail choice, according to Bacardi's annual cocktail trends report. This demographic's preference for spritzes has propelled the category into the spotlight, with an increasing variety of options appearing on bar menus.
The Spritz Effect on the Alcohol Market
The popularity of spritzes has had a ripple effect on the alcohol market. Campari, the owner of a diverse portfolio of brands, has seen its aperitif sales soar, with a notable increase in the UK market. The vibrant Sarti Rosa spritz, with its unique flavor profile, is tipped to be the next big thing, with Google searches skyrocketing.
The Battle for the Spritz Throne
While the Hugo has made significant gains, Aperol remains the most popular spritz ingredient, with St-Germain (the key component of the Hugo) experiencing triple-digit growth. However, the gap between the two is narrowing, with industry data suggesting that for every St-Germain mixed Hugo sold, there are approximately eight Aperols.
The Campari Group, the undisputed leader in the spritz category, maintains its dominance, but the rise of the Hugo and other spritz variations suggests a dynamic and evolving market.
A Broader Perspective
The spritz trend is not just about the drinks themselves; it's a reflection of societal changes. The shift towards lighter, more social drinking in the afternoon speaks to a desire for connection and relaxation. As we move forward, it will be interesting to see if this trend continues to shape the alcohol market and whether other innovative cocktails can challenge the spritz's reign.
