The Hugo elderflower cocktail is rapidly gaining popularity in the UK, with sales figures indicating it is challenging Aperol for the title of this summer's favourite spritz. The number of Hugos ordered in bars nearly tripled in the three months leading up to the end of June.
During the same period, demand for the Campari spritz surged by 52%, while a limoncello version saw sales increase by 31%, according to payments company Square. Data from bar, cafe, and restaurant till receipts showed a 196% uplift for the Hugo in Great Britain compared to a year ago, while Aperol spritz sales rose by 13%.
Steve Young, business unit director for Bacardi in the UK, noted that sales of St-Germain liqueur, a signature ingredient in the Hugo, are growing faster in the UK than in any other country, having doubled in size over the last 12 months. NielsenIQ analyst Tom Oakton added that St-Germain saw triple-digit growth due to the Hugo spritz's rising popularity, with sales up 135.5% by value in the 12 weeks to 1 August.
Despite this growth, Aperol remains the most popular, with industry data suggesting approximately eight Aperols are sold for every St-Germain mixed Hugo. Francesco Cruciani, managing director of Campari Group UK, stated that the Campari group remains a leader in the spritz movement.