Move over, Aperol there's a new star in town. This summer, one cocktail is taking the world by storm, climbing search engine trends, appearing on glamorous restaurant menus, and charming social media users one fizzy glass at a time. Say hello to the Hugo Spritz, the light, floral, and photogenic cocktail that’s rapidly becoming the drink of choice for the season.
So how did this simple European drink made from prosecco, elderflower liqueur, and club soda become an overnight global phenomenon? Let's dive into the drink’s origins, flavor profile, viral moment, and how brands, influencers, and consumers have pushed it into the cultural spotlight.
What Is a Hugo Spritz? A Refreshing New Classic
The Hugo Spritz is a low-alcohol sparkling cocktail crafted from just a few ingredients: prosecco, club soda, and elderflower liqueur, often topped with fresh mint leaves or a slice of lime for added aroma and vibrance. It's light, sweet, floral, and incredibly easy to drink perfect for hot summer days.
The cocktail originated in Northern Italy, particularly South Tyrol, and was created as a gentler alternative to stronger aperitifs. Its flavor is a refreshing blend of botanical elegance and sparkling simplicity making it the ideal choice for afternoon brunches, evening soirees, or beachside lounging.
The Meteoric Rise of the Hugo Spritz in 2024
Although the Hugo Spritz has been quietly gaining fans in Europe for years, its real breakout moment began in 2023, when it started popping up in trendy bars and influencer accounts across TikTok and Instagram. But 2024 marked the drink’s true entry into the mainstream.
🔍 Search Trends Tell the Story:
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Google searches for “Hugo Spritz” surged by 122% from 2023 to 2024.
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Yelp reported a stunning 1,121% increase in Hugo Spritz searches compared to the previous year.
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On TikTok, the hashtag #HugoSpritz peaked in late June and early July 2024, accompanied by aesthetic videos showing home bartenders garnishing their creations with mint, lime, or even edible flowers.
These numbers aren't just digital noise they indicate a global cultural shift toward lighter, more refined cocktail choices that align with health-conscious, aesthetically-minded, and travel-inspired consumers.
Why Is the Hugo Spritz So Popular?
1. It's Lighter and Sweeter Than Aperol
The drink is often seen as the natural successor to the Aperol Spritz, which had its own renaissance in the early 2020s, especially following its cameo in The White Lotus (Season 2) filmed in Sicily. However, Aperol, with its strong herbal and orange bitterness, has always divided drinkers.
By contrast, the Hugo Spritz is gentle and dessert-like, appealing to those who prefer a sweeter, floral profile without the medicinal notes of classic Italian apéritifs.
2. Low ABV = Guilt-Free Enjoyment
At a time when low-ABV and mindful drinking trends are rising, the Hugo Spritz offers a sophisticated way to enjoy a cocktail without overindulging. It allows drinkers to participate in social settings without the heaviness or drowsiness of stronger alcohols.
3. It’s a Visual Masterpiece
The sparkling bubbles, the pale golden hue, the vibrant green mint garnish everything about the Hugo Spritz is made for Instagram. Social media has undoubtedly played a crucial role in popularizing the drink, with creators and bartenders showcasing their artistic interpretations of the cocktail.
Influencer Lex Nicoleta, for instance, described it as "refreshing, lemony, floral gorgeousness" to her hundreds of thousands of followers, adding, "There’s not a chicer drink in the world."
The Power Behind the Elderflower
The magic ingredient in the Hugo Spritz is elderflower liqueur, specifically St-Germain, which has become the gold standard in this category.
🌸 St-Germain’s Story:
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Made with handpicked elderflowers from the French Alps.
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Introduced in 2007, acquired by Bacardi in 2013.
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Nicknamed the "bartender’s ketchup" due to its versatility and crowd-pleasing flavor.
According to Emma Fox, Bacardi's Global VP, St-Germain sales have increased by 20% in the US in just the past year. Globally, its market share has nearly tripled since 2019, making it one of the fastest-growing spirits in the world.
This growth isn't just by accident the brand has leaned into its romantic, French aesthetic with summer campaigns featuring Game of Thrones star Sophie Turner, highlighting the drink’s effortless elegance and aspirational appeal.
The Aspirational Lifestyle Behind the Drink
Much like how the Aperol Spritz became associated with Italian leisure and luxury, the Hugo Spritz has become a symbol of French flair and effortless sophistication. Sipping one transports you — at least psychologically to a sun-drenched café in Provence or a scenic terrace in the Alps.
According to Paige Leyden, Associate Director at Mintel, the Hugo Spritz isn’t just about taste. It's about escapism.
“Travel is expensive, but there’s 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 Mediterranean coast, but you’re still emulating that lifestyle.”
Social Media: The Real Cocktail Catalyst
In the digital age, a cocktail's success is often tied to its visual storytelling potential. The Hugo Spritz checks all the boxes:
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It’s beautiful in a glass.
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It’s easy to make.
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It offers a touch of luxury and wanderlust.
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It feels new, yet familiar.
Mintel research reveals that 54% of consumers are likely to order a drink they've seen on social media either because it inspired them directly or they want to showcase their own trendy tastes.
So, the more creators pour, garnish, and sip on camera, the more the Hugo Spritz cements itself as a cultural icon.
How to Make the Perfect Hugo Spritz at Home
Want to join the trend from the comfort of your own kitchen? Here’s a simple recipe:
🍸 Classic Hugo Spritz Recipe
Ingredients:
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2 oz elderflower liqueur (like St-Germain)
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3 oz prosecco
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2 oz club soda
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Fresh mint leaves
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Slice of lime or lemon (optional)
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Ice
Instructions:
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Fill a wine glass with ice.
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Pour in the elderflower liqueur, prosecco, and club soda.
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Stir gently to combine.
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Garnish with mint and a lime slice.
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Enjoy ideally outdoors, under the sun.
The Future of the Hugo Spritz
While trends in the drink world often come and go, the Hugo Spritz has staying power thanks to its wide appeal, low-alcohol content, and Instagram-ready presentation. With its blend of French elegance and Italian sparkle, it captures the essence of summer both as a mood and a flavor.
Whether you’re a cocktail connoisseur or just looking for your next weekend indulgence, this floral, fizzy delight is sure to impress.
Bottom Line: Why You Should Try a Hugo Spritz Today
If you haven’t yet tried the Hugo Spritz, now is the perfect time. It’s:
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Light, floral, and ultra-refreshing
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Low in alcohol and sugar
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Easy to make at home
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Aesthetically stunning
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Social media–approved
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And packed with that subtle feeling of European escape
In a world craving both connection and escapism, the Hugo Spritz offers both in a glass.