The UK beverage market is seeing a shift in consumer preferences this summer, with the Hugo cocktail—a mix featuring elderflower liqueur—gaining substantial ground against the long-standing market leader, the Aperol spritz. According to sales data provided by the payments company Square, orders for the Hugo cocktail nearly tripled in the three-month period ending in June.

While the Hugo is experiencing rapid growth, the Aperol spritz remains a dominant force, recording a 52% increase in demand during the same timeframe. Additionally, other variations such as the limoncello spritz have seen a 31% rise in popularity. Industry figures, including Steve Young of Bacardi, have characterized the Hugo’s performance as a significant market breakout. The rise of the Hugo is particularly notable for Bacardi, as its St-Germain elderflower liqueur is a key ingredient in the drink's traditional recipe.