It’s time to talk about the Hugo Spritz. Sales of the elderflower liqueur and sparkling wine-based spritz drink are soaring in the U.S. with reports that Bacardi’s St-Germain liqueur [a key ingredient in the Hugo] is growing faster than Aperol Spritz, threatening the Italian’s liqueur’s dominance of the aperitif market.
The floral spritz is also popular in the UK, but is there more to come or have we reached peak Hugo? Should retailers be checking their stocks of elderflower liqueurs for the weeks ahead? Can indies find a way to stretch the spritz craze into the autumn months?
The aperitif pre-dinner drink occasion looks set to stay, thanks in part to the popularity of Aperol over the past few years and the new norm of the regular UK summer heatwave. The light and refreshing spritz, commonly served as an aperitif (aperitivo) in Italy, is now the number one cocktail choice for UK consumers aged 18-29, according to research conducted by Bacardi UK, as part of its Bacardi Cocktail Trends Report 2026.
In addition, according to global payments company, Square International, the Hugo Spritz is already the leader in the top ten trending cocktails in the on-trade in Great Britain, based on data from April to June 2026, compared with the same period in 2025 (Square transaction data, Great Britain, food and drink sellers, April-June 2026 vs April-June 2025). John O’Beirne, ceo of Square International, says, “Our data shows tastes are shifting towards lighter, fresher drinks, and the Hugo Spritz is leading the charge.”
So, what does this mean for the off trade? Well, supermarkets have been throwing their weight behind the spritz trend for some time, and the Hugo is already a part of this. Canned cocktail aficionado M&S has its own canned variant and Co-op recently introduced Hugo Spritz and Aperitivo Spritz cans into stores. Similarly, earlier this year Aldi added its Belleti Hugo Spritz, which it describes as “TikTok famous” into RTD cans for the first time.
Aldi UK’s chief commercial officer, Julie Ashfield, says: “For summer tipples, lighter drinks such as Hugo and Aperini spritz, sparkling sangrias and chilled reds are perfect for garden parties, picnics, and hosting.”
Premium branded versions of the spritz are also available in stores, such as Edinburgh Gin’s recently launched canned Hugo Spritz, which was first listed in Sainsbury’s earlier this year, followed by wider listings in Tesco, Morrisons, and Booth’s.
Independent retailers should take heed. Stocking an elderflower liqueur is one easy solution but going one step further and offering recipe cards or tasters in store, could put your shop on the map as the go-to Hugo Spritz destination this summer and beyond. There are several elderflower liqueurs to choose from and many have seen a spike in interest, aligned with the popularity of the Hugo Spritz.
Bols, for example, is seeing strong demand for its elderflower variant. The company says: “The Hugo Spritz has had its viral moment on TikTok and is now moving into the mainstream. It has transitioned from social media trend to popular at-home drinking staple – especially for summery evenings, after work drinks and big nights in.”
And Edinburgh Gin says its Elderflower Liqueur has racked up 75% year-on-year sales growth in the UK off trade (Nielsen MAT to May). The company says elderflower is currently “one of the fastest-growing flavours in the entire non-cream liqueur category, up by 141% on last year (Nielsen).
And what’s next after elderflower? Plenty of others are vying for a piece of the spritz space. The Pómelle Spritz, served in The Ivy, Langan’s Brasserie and more, is described as a drink which “sits beautifully between the sweetness of a Hugo and the bitterness of an Aperol”. Retail listings for Pómelle include Selfridges, Hedonism Wines, Amathus, and Daylesford.
This year we’ve seen plenty of activity in the off trade too. The team behind Allora, a lemon-based aperitivo inspired by traditional Italian limoncello, are championing the signature serve: the Allora Limone Spritz. Meanwhile, the passion fruit liqueur Passoă recently unveiled its Passoă Spritz serve, and Amante 1530, a new take on the classic Italian amaro, launched this summer in the UK via a partnership with Maverick Drinks. The latter is described as “less sweet, but not too bitter” and is recommended served as a spritz.
Hannah Burden, brand manager at Maverick Drinks, says: “The spritz occasion has exploded in Britain, and the category has diversified with it. Hugo, limoncello, vermouth spritzes, they’ve all found an audience. But the classic Italian bitter spritz, the one most people actually order, has never been seriously challenged. Amante 1530 is the first brand we’ve seen with the credentials to change that.”
As the UK consumer continues to enjoy al fresco eating and drinking, embracing the spritz trend is a no brainer for the retail sector, especially for businesses that want to draw in the hard-to-tap-into group of younger consumers. In a time when experiences, education, and social interactions are top of the menu, hosting a spritz evening or creating your own spritz suggestions with ingredients all available in store, could be the thing your local community didn’t know it needed.
