Hugo Spritz Cocktail Makes a Comeback: The New Favorite of the Summer Season

This summer, the classic Hugo Spritz cocktail is once again capturing the spotlight on bar terraces, having been a beloved choice for aperitif enthusiasts since the 2020s. After a brief period overshadowed by trendy alternatives, it is now poised to become the season's main favorite.

According to information published in The Guardian, the Hugo cocktail is now actively being served in establishments across the United Kingdom, ranging from premium hotels in London to popular pubs and chain bars. Industry representatives note that the renewed interest in Hugo Spritz is directly linked to guests' demand for light drinks with low alcohol content, especially during daytime hours. In this context, the cocktail perfectly fits into the new culture of leisurely summer aperitifs that are gaining popularity.

The classic Hugo originates from Italy. It is made using elderflower liqueur, most commonly St-Germain, combined with prosecco, soda, fresh mint, and ice. Unlike the Aperol Spritz, the flavor of Hugo is softer, with a pronounced floral sweetness that makes it an ideal choice for summer evenings.

The history of this drink is relatively young; it was created by bartender Roland Gruber in South Tyrol in 2005. Initially, the cocktail was named Otto Spritz, but the creator later renamed it Hugo, opting for a more catchy and memorable name. This decision proved successful, as Hugo gained popularity not only in Italy but also beyond its borders.

The trend's popularity is further confirmed by supermarkets, where shoppers are increasingly choosing ingredients to make Hugo Spritz at home. The demand for elderflower liqueur has noticeably increased, and online searches for cocktail recipes have surged several times. Riding this wave of interest, major retail chains have already begun producing ready-to-drink bottled versions of the cocktail, making it more accessible to the general public.

However, market participants believe that the trend for elderflower may prove to be seasonal. Some experts are confident that after the surge in interest, consumers will return to more complex and bitter aperitifs, such as vermouth, Campari, and classic Italian mixes. Nevertheless, for now, Hugo Spritz stands as the perfect symbol of summer 2026: light, aromatic, and visually impeccable for evenings on open terraces.

In the height of summer, there is nothing quite like enjoying a cool cocktail with ice—it not only refreshes but also brings a sense of lightness, vitality, and good cheer. The Hugo Spritz cocktail has become a true hit, as it meets all the requirements of summer relaxation, combining vibrant flavors with ease.

So, if you haven't tried this cocktail yet, now is the time to do so. Hugo Spritz is not just a drink; it is a genuine symbol of the summer spirit that will help you enjoy warm evenings with friends outdoors.