Topic overview
In brief
- Sales of the Hugo cocktail in the UK have nearly tripled in the three months to the end of June 2023.
- The rise in popularity is driven by changing drinking habits among millennials and Gen Z, favoring lighter drinks.
- The Hugo cocktail is challenging Aperol's dominance, indicating a significant shift in the UK cocktail market.
Summary
In the UK, the Hugo cocktail has seen a remarkable rise in popularity, particularly during the summer of 2023. Sales figures indicate that the number of Hugos ordered in bars nearly tripled in the three months leading up to the end of June, marking a significant shift in consumer preferences. This surge in demand is attributed to changing drinking habits, especially among younger generations like millennials and Gen Z, who are increasingly favoring lighter, refreshing drinks during late afternoons rather than traditional late-night options. The Hugo, which is sweeter than the Aperol spritz and made with elderflower liqueur, prosecco, soda water, and mint, has become a favorite among these demographics.
The growth of the Hugo cocktail is not an isolated phenomenon; it reflects a broader trend in the UK where spritz cocktails are gaining traction. Sales data from various establishments, including bars, cafes, and restaurants, show a 196% increase in Hugo sales compared to the same period the previous year. In contrast, Aperol spritz sales only climbed by 13% during the same timeframe. This shift is indicative of a changing landscape in the cocktail market, where consumers are seeking new and exciting flavors.