Latest news with #HugoSpritz
Yahoo
9 hours ago
- Entertainment
- Yahoo
Move over, Aperol — the Hugo Spritz is summer's hottest cocktail
The Hugo Spritz has emerged as the trendy cocktail of the moment and successor to the Aperol Spritz. The recipe calls for prosecco, club soda, and elderflower liqueur, resulting in a sweet, low-ABV drink. A foodservice trend analyst said the French-made liqueur lends the Hugo Spritz an escapist appeal. 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 French flair and easy elegance. (The brand reunited with Turner for another campaign launched in May of this year.) 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 2024 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." Read the original article on Business Insider
Yahoo
a day ago
- Health
- Yahoo
Supplements can reduce inflammation and boost longevity. Here's what one cardiologist takes to lower his risk of heart disease.
This post originally appeared in the BI Today newsletter. You can sign up for Business Insider's daily newsletter here. Welcome back! Apparently, there's a hot new summer cocktail, and it's called the Hugo Spritz. Find out why everyone is jumping on this bubbly's bandwagon. On the agenda: Frequent-flying elites told BI their tips to overcome jet lag. Wall Street's biggest summer status symbol isn't a house in the Hamptons. It's a golf shirt. BI's Kim Schewitz took a class to boost her VO2 max — and finally made cardio fun. Avoid making these mistakes if you find yourself staying in a five-star hotel. But first: Let's talk about matters of the heart. If this was forwarded to you, sign up here. Download Business Insider's app here. This week's dispatch And the (heart)beat goes on… We know supplements can reduce inflammation, boost strength training, and strengthen your immune system. But did you also know that the right stack can also protect you from heart failure? Dr. Dmitry Yaranov, the director of the advanced heart failure program at Baptist Memorial Hospital in Memphis, Tennessee, told BI senior reporter Julia Pugachevsky that he takes three supplements to reduce his risk. Here's what's in his medicine cabinet: Omega-3: Yaranov said he takes this supplement because he's "not getting enough fresh, fatty fish in my diet." Pugachevsky notes that taking omega-3 "helps to support healthy blood cells, reducing the risk of blood clots" and can reduce the risk of strokes and heart attacks. Magnesium: Pugachevsky said that this supplement, typically found in black beans and spinach, "supports heart, bone, brain, and muscle health" and helps with controlling blood pressure. Vitamin D: Yaranov said he spends "a long time indoors," which contributes to his lower levels of this essential vitamin, so he started supplementing it. Research shows that Vitamin D is also associated with a lower risk of heart disease in adults over the age of 60. Skip the jet lag Jet lag, which can cause brain fog, fatigue, and digestive issues, could derail your entire travel experience. It happens when your local time zone is misaligned with your internal clocks. People who fly regularly — from pro athletes to CEOs — told BI how they beat jet lag, including the supplements they take and the adjustments they make before traveling. From diet changes to light therapy. The ultimate finance bro flex In the realm of posh sports, not much ranks higher than golf, and its elitist nature often manifests in fashion. Donning a logoed golf polo from the course you play has become a subtle status symbol among Wall Street golf bros. Many men described the logoed gear to BI's Emily Stewart as a "head nod," but there's a hierarchy associated with it, too. Just don't get caught wearing a golf polo from a course you've never played. If you know, you know. Also read: Gen Z is storming the links A class dedicated to boosting your VO2 max VO2 max has become the latest fitness craze that measures cardiovascular fitness among runners, fitness competition bros, and more. People are obsessed with the metric because it's said to be a strong predictor of longevity. A high VO2 max is also linked to a longer life and a reduced risk of certain health conditions. So when London's GymBox came out with a new VO2:MAXED cardio class, BI's Kim Schewitz, who said she doesn't do cardio, tried it out. She found out her VO2 score was low. But it made cardio fun for her. Five-star faux pas BI's travel reporter Joey Hadden has stayed at 10 five-star hotels across the Americas and Europe. She shared six mistakes she's made during these swanky stays, so you won't have to. For instance, Hadden learned you should always pack a swimsuit, but you won't need to bring toiletries. Plus, turndown service is a must — you never know what treats you'll get. She recommends booking more than one night. What we're watching this weekend "Miley Cyrus: Something Beautiful": The chart-topping artist turned her 2025 album of the same name into a stunning visual companion that's now available on Disney+ and Hulu. "The Amateur": Now on Hulu, this thriller stars Rami Malek as a CIA decoder who is out for vengeance after the death of his wife. Rachel Brosnahan, Laurence Fishburne, and Jon Bernthal also star. "Billy Joel: And So It Goes": This two-part documentary on HBO Max looks at the legendary life and career of The Piano Man, Billy Joel. What to shop TV on wheels: This touchscreen on wheels is like a smart‑TV‑tablet hybrid that lets you stream or scroll wherever you roll it. Its portable convenience makes it a delightful, lifestyle‑first gadget that editor Sam Crozier loves for her small Brooklyn apartment. A shirt to do it all: Public Rec's Go‑To Polo is crafted with a cooling, stretchy cotton‑blend that is so comfortable our men's style editor, Amir Ismael, swears you can work out in it. Here's why we recommend it for your closet. A heated hand massager: Social media fiends, rock climbers, and desk jockeys with carpal tunnel all have one thing in common: they need a hand massage. This handy device isn't a cure-all, but its gentle heat and snug fit make it a great self-care accessory that senior associate editor Gabrielle Chase swears by. More of this week's top reads: A doctor who studies how a healthy gut can prevent colon cancer does three simple things to lower his risk. Interior designers share the nine trends they wish they saw more of in homes. Six purses to buy if you don't want to carry the same luxury bag everyone else has. I opened a mobile coffee bar for $10,000. My schedule is flexible and I can make thousands working 30-hour weeks. NFL quarterback Josh Allen says he's cutting out these two foods — and his diet is 'probably the best it's ever been.' I booked basic economy flights with Delta and Alaska Airlines. One was clearly better for coach passengers. A Microsoft engineer turned health tech CEO spends $24,000 a year on his health, including $15,000 on a solo Bali trip. I moved to Denver to be with my husband. We're still together, but I'm returning to New York City alone. Fitness Money Diaries: How a Microsoft engineer turned health tech CEO spends $24,000 a year on wellness. The BI Today team: Lisa Ryan, executive editor, in New York. Akin Oyedele, deputy editor, in New York. Grace Lett, editor, in New York. Amanda Yen, associate editor, in New York. Read the original article on Business Insider
Yahoo
a day ago
- Health
- Yahoo
Supplements can reduce inflammation and boost longevity. Here's what one cardiologist takes to lower his risk of heart disease.
This post originally appeared in the BI Today newsletter. You can sign up for Business Insider's daily newsletter here. Welcome back! Apparently, there's a hot new summer cocktail, and it's called the Hugo Spritz. Find out why everyone is jumping on this bubbly's bandwagon. On the agenda: Frequent-flying elites told BI their tips to overcome jet lag. Wall Street's biggest summer status symbol isn't a house in the Hamptons. It's a golf shirt. BI's Kim Schewitz took a class to boost her VO2 max — and finally made cardio fun. Avoid making these mistakes if you find yourself staying in a five-star hotel. But first: Let's talk about matters of the heart. If this was forwarded to you, sign up here. Download Business Insider's app here. This week's dispatch And the (heart)beat goes on… We know supplements can reduce inflammation, boost strength training, and strengthen your immune system. But did you also know that the right stack can also protect you from heart failure? Dr. Dmitry Yaranov, the director of the advanced heart failure program at Baptist Memorial Hospital in Memphis, Tennessee, told BI senior reporter Julia Pugachevsky that he takes three supplements to reduce his risk. Here's what's in his medicine cabinet: Omega-3: Yaranov said he takes this supplement because he's "not getting enough fresh, fatty fish in my diet." Pugachevsky notes that taking omega-3 "helps to support healthy blood cells, reducing the risk of blood clots" and can reduce the risk of strokes and heart attacks. Magnesium: Pugachevsky said that this supplement, typically found in black beans and spinach, "supports heart, bone, brain, and muscle health" and helps with controlling blood pressure. Vitamin D: Yaranov said he spends "a long time indoors," which contributes to his lower levels of this essential vitamin, so he started supplementing it. Research shows that Vitamin D is also associated with a lower risk of heart disease in adults over the age of 60. Skip the jet lag Jet lag, which can cause brain fog, fatigue, and digestive issues, could derail your entire travel experience. It happens when your local time zone is misaligned with your internal clocks. People who fly regularly — from pro athletes to CEOs — told BI how they beat jet lag, including the supplements they take and the adjustments they make before traveling. From diet changes to light therapy. The ultimate finance bro flex In the realm of posh sports, not much ranks higher than golf, and its elitist nature often manifests in fashion. Donning a logoed golf polo from the course you play has become a subtle status symbol among Wall Street golf bros. Many men described the logoed gear to BI's Emily Stewart as a "head nod," but there's a hierarchy associated with it, too. Just don't get caught wearing a golf polo from a course you've never played. If you know, you know. Also read: Gen Z is storming the links A class dedicated to boosting your VO2 max VO2 max has become the latest fitness craze that measures cardiovascular fitness among runners, fitness competition bros, and more. People are obsessed with the metric because it's said to be a strong predictor of longevity. A high VO2 max is also linked to a longer life and a reduced risk of certain health conditions. So when London's GymBox came out with a new VO2:MAXED cardio class, BI's Kim Schewitz, who said she doesn't do cardio, tried it out. She found out her VO2 score was low. But it made cardio fun for her. Five-star faux pas BI's travel reporter Joey Hadden has stayed at 10 five-star hotels across the Americas and Europe. She shared six mistakes she's made during these swanky stays, so you won't have to. For instance, Hadden learned you should always pack a swimsuit, but you won't need to bring toiletries. Plus, turndown service is a must — you never know what treats you'll get. She recommends booking more than one night. What we're watching this weekend "Miley Cyrus: Something Beautiful": The chart-topping artist turned her 2025 album of the same name into a stunning visual companion that's now available on Disney+ and Hulu. "The Amateur": Now on Hulu, this thriller stars Rami Malek as a CIA decoder who is out for vengeance after the death of his wife. Rachel Brosnahan, Laurence Fishburne, and Jon Bernthal also star. "Billy Joel: And So It Goes": This two-part documentary on HBO Max looks at the legendary life and career of The Piano Man, Billy Joel. What to shop TV on wheels: This touchscreen on wheels is like a smart‑TV‑tablet hybrid that lets you stream or scroll wherever you roll it. Its portable convenience makes it a delightful, lifestyle‑first gadget that editor Sam Crozier loves for her small Brooklyn apartment. A shirt to do it all: Public Rec's Go‑To Polo is crafted with a cooling, stretchy cotton‑blend that is so comfortable our men's style editor, Amir Ismael, swears you can work out in it. Here's why we recommend it for your closet. A heated hand massager: Social media fiends, rock climbers, and desk jockeys with carpal tunnel all have one thing in common: they need a hand massage. This handy device isn't a cure-all, but its gentle heat and snug fit make it a great self-care accessory that senior associate editor Gabrielle Chase swears by. More of this week's top reads: A doctor who studies how a healthy gut can prevent colon cancer does three simple things to lower his risk. Interior designers share the nine trends they wish they saw more of in homes. Six purses to buy if you don't want to carry the same luxury bag everyone else has. I opened a mobile coffee bar for $10,000. My schedule is flexible and I can make thousands working 30-hour weeks. NFL quarterback Josh Allen says he's cutting out these two foods — and his diet is 'probably the best it's ever been.' I booked basic economy flights with Delta and Alaska Airlines. One was clearly better for coach passengers. A Microsoft engineer turned health tech CEO spends $24,000 a year on his health, including $15,000 on a solo Bali trip. I moved to Denver to be with my husband. We're still together, but I'm returning to New York City alone. Fitness Money Diaries: How a Microsoft engineer turned health tech CEO spends $24,000 a year on wellness. The BI Today team: Lisa Ryan, executive editor, in New York. Akin Oyedele, deputy editor, in New York. Grace Lett, editor, in New York. Amanda Yen, associate editor, in New York. Read the original article on Business Insider
Business Insider
a day ago
- Health
- Business Insider
Supplements can reduce inflammation and boost longevity. Here's what one cardiologist takes to lower his risk of heart disease.
Welcome back! Apparently, there's a hot new summer cocktail, and it's called the Hugo Spritz. Find out why everyone is jumping on this bubbly's bandwagon. On the agenda: Frequent-flying elites told BI their tips to overcome jet lag. Wall Street's biggest summer status symbol isn't a house in the Hamptons. It's a golf shirt. BI's Kim Schewitz took a class to boost her VO2 max — and finally made cardio fun. Avoid making these mistakes if you find yourself staying in a five-star hotel. But first: Let's talk about matters of the heart. This week's dispatch And the (heart)beat goes on… We know supplements can reduce inflammation, boost strength training, and strengthen your immune system. But did you also know that the right stack can also protect you from heart failure? Dr. Dmitry Yaranov, the director of the advanced heart failure program at Baptist Memorial Hospital in Memphis, Tennessee, told BI senior reporter Julia Pugachevsky that he takes three supplements to reduce his risk. Here's what's in his medicine cabinet: Omega-3: Yaranov said he takes this supplement because he's "not getting enough fresh, fatty fish in my diet." Pugachevsky notes that taking omega-3 "helps to support healthy blood cells, reducing the risk of blood clots" and can reduce the risk of strokes and heart attacks. Magnesium: Pugachevsky said that this supplement, typically found in black beans and spinach, "supports heart, bone, brain, and muscle health" and helps with controlling blood pressure. Vitamin D: Yaranov said he spends "a long time indoors," which contributes to his lower levels of this essential vitamin, so he started supplementing it. Research shows that Vitamin D is also associated with a lower risk of heart disease in adults over the age of 60. Skip the jet lag Jet lag, which can cause brain fog, fatigue, and digestive issues, could derail your entire travel experience. It happens when your local time zone is misaligned with your internal clocks. People who fly regularly — from pro athletes to CEOs — told BI how they beat jet lag, including the supplements they take and the adjustments they make before traveling. From diet changes to light therapy. The ultimate finance bro flex In the realm of posh sports, not much ranks higher than golf, and its elitist nature often manifests in fashion. Donning a logoed golf polo from the course you play has become a subtle status symbol among Wall Street golf bros. Many men described the logoed gear to BI's Emily Stewart as a "head nod," but there's a hierarchy associated with it, too. Just don't get caught wearing a golf polo from a course you've never played. If you know, you know. A class dedicated to boosting your VO2 max VO2 max has become the latest fitness craze that measures cardiovascular fitness among runners, fitness competition bros, and more. People are obsessed with the metric because it's said to be a strong predictor of longevity. A high VO2 max is also linked to a longer life and a reduced risk of certain health conditions. So when London's GymBox came out with a new VO2:MAXED cardio class, BI's Kim Schewitz, who said she doesn't do cardio, tried it out. She found out her VO2 score was low. But it made cardio fun for her. Five-star faux pas BI's travel reporter Joey Hadden has stayed at 10 five-star hotels across the Americas and Europe. She shared six mistakes she's made during these swanky stays, so you won't have to. For instance, Hadden learned you should always pack a swimsuit, but you won't need to bring toiletries. Plus, turndown service is a must — you never know what treats you'll get. She recommends booking more than one night. What we're watching this weekend "Miley Cyrus: Something Beautiful": The chart-topping artist turned her 2025 album of the same name into a stunning visual companion that's now available on Disney+ and Hulu. "The Amateur": Now on Hulu, this thriller stars Rami Malek as a CIA decoder who is out for vengeance after the death of his wife. Rachel Brosnahan, Laurence Fishburne, and Jon Bernthal also star. "Billy Joel: And So It Goes": This two-part documentary on HBO Max looks at the legendary life and career of The Piano Man, Billy Joel. What to shop TV on wheels: This touchscreen on wheels is like a smart‑TV‑tablet hybrid that lets you stream or scroll wherever you roll it. Its portable convenience makes it a delightful, lifestyle‑first gadget that editor Sam Crozier loves for her small Brooklyn apartment. A shirt to do it all: Public Rec's Go‑To Polo is crafted with a cooling, stretchy cotton‑blend that is so comfortable our men's style editor, Amir Ismael, swears you can work out in it. Here's why we recommend it for your closet. A heated hand massager: Social media fiends, rock climbers, and desk jockeys with carpal tunnel all have one thing in common: they need a hand massage. This handy device isn't a cure-all, but its gentle heat and snug fit make it a great self-care accessory that senior associate editor Gabrielle Chase swears by. More of this week's top reads: A doctor who studies how a healthy gut can prevent colon cancer does three simple things to lower his risk. Interior designers share the nine trends they wish they saw more of in homes. Six purses to buy if you don't want to carry the same luxury bag everyone else has. I opened a mobile coffee bar for $10,000. My schedule is flexible and I can make thousands working 30-hour weeks. NFL quarterback Josh Allen says he's cutting out these two foods — and his diet is 'probably the best it's ever been.' I booked basic economy flights with Delta and Alaska Airlines. One was clearly better for coach passengers. A Microsoft engineer turned health tech CEO spends $24,000 a year on his health, including $15,000 on a solo Bali trip. I moved to Denver to be with my husband. We're still together, but I'm returning to New York City alone. Fitness Money Diaries: How a Microsoft engineer turned health tech CEO spends $24,000 a year on wellness.
Business Insider
3 days ago
- Entertainment
- Business Insider
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."
