logo
Move over, Aperol — the Hugo Spritz is summer's hottest cocktail

Move over, Aperol — the Hugo Spritz is summer's hottest cocktail

Last month, while mulling the menu at a trendy restaurant, a suggestion from a friend made me feel woefully out of touch.
"Why don't you get a Hugo Spritz?" the friend asked when I said I was craving a light, summery, and refreshing cocktail.
I asked what that was and was promptly met with a table full of shocked faces. Somehow, I had missed the introduction and gradual takeover of the the hottest new cocktail.
While the thirst for Hugo Spritz certainly isn't new — the recipe has been gaining momentum online for a few years, achieving fleeting virality in 2023 and capturing the attention of wealthy bar patrons in 2024 — recent data indicates that the Hugo's mainstream crossover moment has officially arrived.
In its 2024 trend report, Yelp found a 1,121% increase in searches for "Hugo Spritz" compared to the previous year. Google search volume for "Hugo Spritz" rose 122% from 2023 to 2024, and analytics show interest is even higher this summer than at this time last year. The use of the hashtag #HugoSpritz has steadily increased on TikTok over the last year, reaching peak popularity in late June and early July. Creators have been sharing their favorite takes on the recipe, gleefully adding sprigs of mint or splashes of lime juice. The trend has even inspired at least one original piano ballad, which features the standout lyric, "Cuckoo for Hugo, baby."
The Hugo Spritz has emerged as the clear successor to its Italian cousin, the Aperol Spritz. The latter enjoyed its own renaissance a few years back, arguably reaching peak popularity in the summer of 2023 — auspiciously fueled by HBO's "The White Lotus," whose celebrated second season was filmed in Sicily and aired in late 2022.
Despite its rise to ubiquity, however, Aperol — an apéritif liqueur with strong notes of orange peel and herbs — remains a polarizing ingredient. While some love its bittersweet flavor, others say it tastes thick and medicinal, akin to cough syrup.
By comparison, the Hugo Spritz is positively dessert-like. As with most spritzes, it's typically made with two parts prosecco and two parts soda water. The defining addition is elderflower liqueur — a sweet, floral spirit with such broad appeal and versatility that it earned the nickname "bartender's ketchup" in the late aughts.
St-Germain has long been considered the leader in the elderflower liqueur market, credited for inspiring a slew of copycats after its launch in 2007. The brand was acquired by Bacardi in 2013, further cementing its dominance.
Emma Fox, Bacardi's Global VP, told me via email that St-Germain has seen a 20% increase in retail sales value in the US since last year and an 11% increase over the last five years. Globally, she said the brand's market share has nearly tripled since 2019.
"We know that demand for St-Germain continues to grow, particularly this summer, as people are looking for more choice and creativity in their spritzes and discovering our lighter, brighter taste," Fox said.
St-Germain is made with hand-picked flowers from elderflower trees that grow in the French Alps. Last year, the brand took advantage of that scenery's aesthetic touchstones in a summer ad campaign featuring "Game of Thrones" star Sophie Turner, which highlighted the Hugo Spritz for its "touch of French flair" and easy elegance.
Much like how Aperol benefited from its Italian roots and eye-catching cameos in the hands of glamorous onscreen Sicilians, the Hugo Spritz has an aspirational appeal in addition to its tasty flavor profile. In the right context, enjoying an effervescent, European-sourced cocktail can feel like micro-dosing a much-needed getaway.
Paige Leyden, Associate Director of foodservice, flavors, and ingredients reports at Mintel, a market intelligence agency, said she noticed the Hugo Spritz trend gain traction in the US in the wake of the campaign. She attributed the effect to a combination of celebrity influence and our positive associations with a luxurious French lifestyle.
"Travel is expensive, but there is that level of escapism when you can just go to a nice bar and sit outside and have this drink," Leyden said. "You might not be on the picturesque Mediterranean coast, but you're still kind of emulating that."
Of course, in the age of Instagram and TikTok, the power of a compelling visual cannot be overstated. It's not just that a Hugo Spritz can evoke a picturesque setting, but that the drink itself is picturesque, perfectly engineered for virality.
Leyden said her team's research has found that 54% of consumers like to order drinks they see on social media, whether because they were influenced themselves or because they see the potential to influence others — to communicate their knowledge of trends and prove their own sophistication.
On TikTok, food and drink influencers are already doing their part. "It's the perfect drink: refreshing, lemony, floral gorgeousness," creator Lex Nicoleta recently declared to her hundreds of thousands of followers while sipping a homemade Hugo Spritz. "I just think there's not a chicer drink in the world."
Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

Bristol Motor Speedway ready for Atlanta Braves, Cincinnati Reds MLB showdown inside the 'Colosseum'
Bristol Motor Speedway ready for Atlanta Braves, Cincinnati Reds MLB showdown inside the 'Colosseum'

Fox News

time3 hours ago

  • Fox News

Bristol Motor Speedway ready for Atlanta Braves, Cincinnati Reds MLB showdown inside the 'Colosseum'

BRISTOL, Tenn. – A record-breaking crowd will be in attendance next weekend at Bristol Motor Speedway for the inaugural 'Speedway Classic' that will see the Atlanta Braves take on the Cincinnati Reds inside the place known as the 'Colosseum', thanks to Major League Baseball and FOX. Having previously hosted an event outside the norm, speedway officials are ready to break in another first for the historic venue, as baseball fans will descend upon East Tennessee for this highly anticipated game that is taking place inside a racetrack. On Friday, Bristol officials gave OutKick a tour of what was to come next Saturday. While the day will start with fans flooding an outdoor party that includes a concert from Tim McGraw, Jake Owens and Pitbull, the real show begins when both teams take to the field for a showdown that will take place on the infield of the gigantic speedway. As you will see if attending, walking into this gigantic venue for a baseball game will assuredly blow your mind, if Friday's sneak peek was any indication. Having spent the past few years planning this Major League Baseball event that will be broadcast on FOX, speedway officials have allowed the construction crew to do what they do best, which is put together something beyond imaginable. Even though I covered the 'Battle at Bristol' years ago, which saw Tennessee and Virginia Tech face-off on a football field inside the cathedral, I have to admit this baseball event looks as though track officials have stepped it up a notch when it comes to broadening their mindset on big events. Luckily for fans attending, there is really not a bad seat in the house, thanks to construction crews that have been working around the clock to make sure the turf is ready for Major League Baseball. From the indoor batting cages, outdoor bullpen and insane setup, this truly goes down as one of the most imaginative events in recent event history. While the football game was entertaining, it's obvious that track president Jerry Caldwell put a lot of thought into hosting this event, which started when the MLB noticed the track was hosting a college football game. Now, with the turf down, and the temporary bleachers being setup, it's all starting to come together for the exciting event. While track officials did not release the number of tickets sold, they told OutKick that this baseball event would be record-breaking when it comes to attendance. Besides the action that will take place on the field, next Saturday will be filled with plenty of events for families and fans, which includes a tailgate party outside the track, before folks start making their way inside the enormous stadium. The concerts will start before the game at 6 p.m. on the infield stage, as both teams warm-up on the beautiful field. For the fans sitting in the outfield, don't worry, there will be an opportunity to catch plenty of homeruns, given that there will not be a fence setup in the outfield. It's easy to see that all parties have spent a lot of money putting this event together. While we did not get to see what the clubhouse looks like for both teams, they look to be pretty massive, along with the indoor pitching and batting areas for players. If you are watching from home, don't worry. The FOX broadcast will have plenty of interesting events for the television audience, though Bristol officials have kept those quiet for now. Make sure to follow the OutKick platforms and myself for coverage of the event next weekend, along with FOX.

Trump reignites feud with Newsom over California FireAid funds
Trump reignites feud with Newsom over California FireAid funds

The Hill

time6 hours ago

  • The Hill

Trump reignites feud with Newsom over California FireAid funds

President Trump has seemingly reignited his feud with California Gov. Gavin Newsom (D) over proceeds from the California FireAid concert, arguing that $100 million in donations intended for Los Angeles residents who were affected by the January fires is 'missing.' ''FIREAID' IS A TOTAL DISASTER. LOOKS LIKE ANOTHER DEMOCRAT INSPIRED SCAM. 100 MILLION DOLLARS IS MISSING. WAS SUPPOSED TO GO TO THE LOS ANGELES FIRE VICTIMS, FIRES THAT, WITH PROPER MANAGEMENT, WOULD NEVER HAVE EVEN HAPPENED. GOVERNOR NEWSCUM REFUSED TO RELEASE BILLIONS OF GALLONS OF WATER FROM NORTHERN CALIFORNIA, AND THE PACIFIC NORTHWEST,' Trump wrote Friday evening on Truth Social. 'WHAT A DIFFERENCE IT WOULD HAVE MADE,' he added. FireAid was a one-night concert described as an event to raise money for residents that lost their homes during the devastating wildfires in Los Angeles earlier this year. The fundraising concert featured stars such as Olivia Rodrigo, Katy Perry and Lady Gaga, along with some victims of the Palisades and Altadena blazes. The distribution of the funds has come under scrutiny. FireAid raised around $100 million so far, according to the event's website. In a statement to the city's Fox affiliate, the charity said it does not 'have the capability to make direct payments to individuals and that was never the plan. We partnered directly with trusted local non-profits…to reach communities in need.' Actor Miles Teller said during the event that 'all the money raised will go directly to people who need it now and long-term efforts to build it back,' according to Fox News. Trump took a jab at Newsom, writing Friday evening that he has since 'OVERRULED HIM, AND IT IS NOW RELEASED.' 'All FEDERAL HOUSING PERMITS HAVE ALSO BEEN APPROVED, THE CITY IS YEARS LATE,' he said. 'GET THE FIRE VICTIMS THEIR APPROVALS TO REBUILD, AND DO IT NOW!' The president has repeatedly clashed with Newsom since beginning his second term, including hammering the governor over California's response to the Los Angeles County wildfires — while also threatening to hold back federal emergency funding. Before returning to the Oval Office, he specifically criticized Newsom for not signing a declaration to pump more water through the state to prevent the situation. More recently, the duo has sparred over Trump's robust immigration agenda as an uptick in raids and deportations has sparked protests throughout the Golden State and beyond. Rep. Kevin Kiley (R-Calif.) is now calling for an investigation into the distribution of funds to victims of the wildfires. 'We want people to understand that there's been a thoughtful process behind this, and our top priority was trying to do what people needed, and do what's best for fire survivors,' Lisa Cleri Reale, a member of FireAid's grant advisory committee, told The Los Angeles Times. The devastation from the wildfires was predicted to cost more than $50 billion.

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into a world of global content with local flavor? Download Daily8 app today from your preferred app store and start exploring.
app-storeplay-store