Beverages: Move Over Aperol: The Hugo Spritz Claims Summer's Cocktail Crown

Why it is the topic trending: The Hugo Spritz Eclipses the Aperol Spritz as the Must-Have Summer Drink

• Emergence of a New Trendy Cocktail: The Hugo Spritz is highlighted as the latest fashionable cocktail, succeeding the Aperol Spritz.

• Growing Popularity Online and in Bars: Recent data from Yelp, Google, and TikTok indicates a significant surge in interest and searches for the Hugo Spritz.

• Refreshing and Appealing Flavor Profile: The combination of prosecco, club soda, and elderflower liqueur creates a sweet, floral, and low-ABV beverage.

• Aspirational and Escapist Appeal: The French-made elderflower liqueur lends the Hugo Spritz a touch of European elegance and escapism.

• Social Media Influence: Platforms like TikTok and Instagram are playing a crucial role in driving the Hugo Spritz's popularity through influencer endorsements and visually appealing content.

Overview: The Hugo Spritz Takes Center Stage: A Light, Floral Cocktail Captivates Summer Drinkers

The Hugo Spritz, a refreshing and low-alcohol cocktail made with prosecco, club soda, and elderflower liqueur, has emerged as the drink of the moment, poised to surpass the Aperol Spritz in popularity. While its popularity has been building online for a few years, recent data shows that the Hugo Spritz has officially crossed into the mainstream. Fuelled by significant increases in online searches and social media buzz, the Hugo Spritz offers a sweet, floral alternative to the bittersweet Aperol Spritz and boasts an aspirational, European-sourced appeal that resonates with consumers seeking a touch of elegance and escapism.

Detailed findings: Decoding the Hugo Spritz's Ascent

• Successor to the Aperol Spritz: The Hugo Spritz is identified as the trendy cocktail taking over from the Aperol Spritz.

• Key Ingredients: The recipe includes prosecco, club soda, and elderflower liqueur (often St-Germain).

• Sweet and Low-ABV: The resulting drink is characterized as sweet and having a low alcohol by volume.

• Massive Increase in Online Searches: Yelp reported a 1,121% increase in searches for "Hugo Spritz" year-over-year in 2024. Google search volume rose by 122% from 2023 to 2024, with even higher interest in the summer of 2025.

• TikTok Popularity: The hashtag #HugoSpritz has steadily gained traction on TikTok, peaking in late June and early July of 2025.

• Influencer Endorsements: Food and drink influencers on TikTok are actively promoting the Hugo Spritz.

• Aperol's Polarizing Taste: While popular, Aperol's bittersweet flavor is not universally loved, making way for the Hugo Spritz's sweeter profile.

• St-Germain's Dominance: St-Germain is the leading elderflower liqueur brand and has seen significant sales growth.

• French Connection: The French origin of St-Germain contributes to the Hugo Spritz's aspirational and elegant image.

• Escapist Appeal: Enjoying a Hugo Spritz is associated with a sense of European getaway and luxury.

• Visually Appealing: The Hugo Spritz is described as picturesque and perfect for sharing on social media.

• Social Media Influence on Drink Choices: A significant percentage of consumers order drinks they see on social media.

Key success factors of product (trend): The Hugo Spritz's Recipe for Popularity

• Refreshing and Palatable Flavor: The sweet, floral taste of elderflower is widely appealing.

• Lower Alcohol Content: Its low-ABV makes it a desirable option for daytime or more casual drinking.

• Aspirational Image: The European connection and association with elegance elevate its appeal.

• Social Media Visuality: The drink's attractive appearance makes it perfect for sharing online.

• Easy to Make: The simple recipe allows for both bar service and home preparation.

Key Takeaway: The Hugo Spritz is the Summer 2025 Cocktail Crown Holder

Driven by its refreshing flavor, aspirational image, and social media buzz, the Hugo Spritz has overtaken the Aperol Spritz as the trendiest cocktail of the summer, appealing to consumers seeking a light, floral, and visually appealing beverage.

Main Trend: The Cycle of Trendy Cocktails

The primary trend illustrated by this article is the cyclical nature of cocktail trends, with new drinks rising to popularity and potentially supplanting established favorites.

Description of the trend: Cocktail Carousel

This trend, termed "Cocktail Carousel," describes the continuous cycle of popularity within the cocktail scene, where certain drinks gain widespread attention and become fashionable for a period before potentially being replaced by new and emerging beverages that capture the current zeitgeist.

What is consumer motivation: Why the Shift from Aperol to Hugo Spritz?

• Desire for Novelty: Consumers often seek out new and exciting drinks to try.

• Flavor Preferences: The sweeter, floral notes of the Hugo Spritz may appeal to a broader range of palates than Aperol's bitterness.

• Influence of Trends: Social media and popular culture play a significant role in shaping drink trends.

• Seeking Different Experiences: Consumers may be looking for a cocktail that offers a different vibe or association than the Aperol Spritz.

• Aspirational Appeal: The Hugo Spritz's European origins and elegant image may be more appealing to some.

What is motivation beyond the trend: Underlying Consumer Drives

• Social Conformity: Wanting to order and enjoy what is currently considered fashionable.

• Sensory Exploration: Seeking new taste experiences and flavor profiles.

• Self-Expression: Choosing drinks that align with their personal style and preferences.

Description of consumers article is referring: Trend-Conscious Drinkers Seeking Refreshment and Elegance

• Consumer Summary: The article refers to trend-conscious individuals who enjoy cocktails and are keen to try the latest fashionable drinks. They are influenced by online trends, appreciate refreshing and palatable flavors, and are drawn to drinks with an aspirational or sophisticated image.

• Detailed summary (based on experience and article):

  • Who are them: Adults who enjoy drinking cocktails, particularly those who follow trends in food and beverage.

  • What kind of products they like: Light, refreshing cocktails with appealing flavor profiles, often visually attractive and shareable on social media.

  • What is their age?: Likely a broad range of adults who frequent bars and restaurants.

  • What is their gender?: Not specified in the article.

  • What is their income?: Likely those who have disposable income to spend on dining out and drinks.

  • What is their lifestyle: Social individuals who enjoy trying new things and staying up-to-date with current trends.

  • What are their shopping preferences in the category article is referring to: They are likely to order the latest trending cocktails when dining out and may purchase the necessary ingredients to make them at home.

  • Are they low, occasional or frequent category shoppers: Could range from occasional to frequent depending on their social habits and preferences for alcoholic beverages.

  • What are their general shopping preferences - how they shop products, shopping motivations): They are often influenced by social media, recommendations from friends, and the desire to experience new and exciting products.

Conclusions: The Hugo Spritz Era Has Arrived in the Cocktail World

The Hugo Spritz has successfully positioned itself as the must-try cocktail of the summer, demonstrating the dynamic nature of drink trends and the influence of factors like flavor appeal and social media presence.

Implications for brands: Riding the Wave of Cocktail Trends

• Bars and Restaurants: Should ensure they have the ingredients and training to prepare Hugo Spritzes.

• Liqueur Brands: Elderflower liqueur producers like St-Germain are likely to see increased demand.

• Prosecco and Club Soda Producers: These essential ingredients will also benefit from the trend.

Implication for society: The Ever-Changing Landscape of Popular Drinks

Cocktail trends are constantly evolving, reflecting changing tastes and cultural influences.

Implications for consumers: A New Refreshing Cocktail to Enjoy This Summer

Consumers have a new and popular cocktail option to explore during the summer of 2025.

Summary of Trends:

• Core Consumer Trend: Seeking the Latest and Most Fashionable Drinks. This trend underscores how consumers, particularly those who are socially active and follow lifestyle trends, are often eager to try and adopt the newest and most popular beverages, viewing it as a way to stay current and enhance their social experiences.

• Core Consumer Sub Trend: Preference for Refreshing, Low-ABV Cocktails. This highlights a growing inclination among consumers towards lighter alcoholic beverages that are refreshing, particularly during warmer months, and that have a lower alcohol content, aligning with a trend towards more moderate consumption and enjoyment.

• Core Social Trend: Social Media Driving Drink Trends. This trend emphasizes the significant impact of social media platforms like TikTok and Instagram in shaping and accelerating the popularity of food and drink trends, with visually appealing beverages and influencer endorsements playing a key role in driving consumer interest and adoption.

• Social Drive: Wanting to Enjoy Trendy and Aesthetically Pleasing Beverages. This outlines the underlying social motivations for consumers to choose trendy cocktails, which include the desire to enjoy visually appealing drinks that are also considered fashionable and can enhance their social image and experiences, both online and offline.

• Core Trend: Cocktail Carousel. This overarching trend captures the dynamic and cyclical nature of the cocktail scene, where popular drinks rise to prominence, enjoy a period of high demand, and may eventually be replaced by new and exciting beverages that capture the evolving tastes and preferences of consumers.

• Core Strategy: Adapting to and Capitalizing on Emerging Cocktail Trends. This points to the strategic imperative for businesses in the food and beverage industry, such as bars, restaurants, and liqueur brands, to closely monitor emerging cocktail trends and swiftly adapt their offerings and marketing strategies to capitalize on these shifts in consumer preferences.

• Core Industry Trend: The Dynamic Nature of the Beverage Market. This highlights the ever-evolving landscape of the beverage market, where consumer tastes and preferences are subject to change influenced by various factors including cultural trends, social media, and the introduction of new and innovative products, requiring constant vigilance and adaptation from industry players.

• Core Consumer Motivation: Staying Current with Drink Trends and Enjoying Refreshing Options. This reiterates the key motivations driving consumer behavior in the cocktail market, which include the desire to remain up-to-date with the latest drink trends and to select beverages that are both refreshing and align with current social and cultural preferences.

Strategic Recommendations for brands to follow in 2025: Staying Ahead in the Cocktail Game

• Monitor Social Media and Trend Reports: Keep track of emerging cocktail trends and consumer preferences.

• Be Agile in Adapting Menus and Offerings: Quickly incorporate popular new cocktails into bar and restaurant menus.

• Collaborate with Influencers: Partner with food and drink influencers to promote trending cocktails.

• Offer Creative Variations on Popular Drinks: Introduce unique twists on classic and trendy cocktails.

• Emphasize Visual Appeal in Drink Presentation: Create visually attractive cocktails that are shareable on social media.

Final Thought: The rise of the Hugo Spritz as summer's hottest cocktail showcases the ever-shifting landscape of popular drinks, driven by a combination of appealing flavors, aspirational imagery, and the significant influence of social media in shaping consumer preferences.

Core Trend Detailed: Trending Tastes: How Social Media Fuels Cocktail Culture The core trend driving the popularity of the Hugo Spritz is that it is fundamentally social inspired. The cocktail's rise to prominence is significantly fueled by its widespread presence and positive reception on social media platforms. From viral TikTok videos showcasing aesthetically pleasing homemade versions to Instagram posts from trendy bars featuring the drink, the online buzz and influencer endorsements are key factors in its mainstream crossover. The Hugo Spritz's photogenic nature and the desire for users to share their experiences with fashionable drinks online have created a powerful cycle of visibility and demand.

Key Characteristics of the Core Trend: The Social Media Cocktail Effect

• Visual Appeal: The Hugo Spritz is aesthetically pleasing and photographs well, making it ideal for sharing on visually driven platforms like Instagram and TikTok.

• Influencer Endorsements: Food and drink influencers on platforms like TikTok are actively promoting the Hugo Spritz to their followers, significantly impacting trends.

• Hashtag Popularity: The steady increase in the use of hashtags like #HugoSpritz on TikTok demonstrates the growing online conversation and interest in the drink.

• Trend Adoption: Social media facilitates the rapid spread and adoption of trends, with users inspired to try the cocktail after seeing it online.

• Shareable Recipes and Variations: Creators on social media share their favorite takes on the recipe, encouraging others to participate in the trend.

Market and Cultural Signals Supporting the Trend: The Digital Thirst for the Hugo

• Surge in Online Searches: The massive increases in Google and Yelp searches for "Hugo Spritz" directly correlate with its growing visibility and discussion on social media.

• TikTok Virality: The drink achieved fleeting virality on TikTok in previous years, laying the groundwork for its current mainstream moment.

• Social Media as a Source of Inspiration: A significant percentage of consumers report ordering drinks they see on social media.

• Focus on Trend Knowledge: Consumers often order trendy drinks to demonstrate their awareness and sophistication.

• Aspirational Lifestyle Content: Cocktails like the Hugo Spritz fit into aspirational lifestyle content shared on social media, often associated with leisure and luxury.

How the Trend Is Changing Consumer Behavior: Ordering What's Hot Online

• Increased Awareness of the Hugo Spritz: Consumers are becoming aware of the cocktail through their social media feeds and online searches.

• Driving Demand in Bars and Restaurants: The online buzz translates into increased requests for the Hugo Spritz at physical locations.

• Encouraging Home Preparation: Social media recipes and tutorials inspire consumers to try making the cocktail at home.

• Influencing Drink Choices: Consumers are more likely to order a drink they have seen and heard about on social media.

• Creating a Feedback Loop of Popularity: As more people try and share the Hugo Spritz, its popularity on social media further increases.

Implications Across the Ecosystem: The Socially-Driven Beverage Boom

• Bars and Restaurants (Stay Current with Online Trends): Need to be aware of and stock ingredients for cocktails trending on social media.

• Liqueur Brands (Engage with Online Influencers): Elderflower liqueur brands can benefit from collaborations with social media personalities.

• Prosecco and Club Soda Producers (Capitalize on Increased Demand): Expect a rise in demand for these key ingredients due to the Hugo Spritz trend.

Strategic Forecast: The Enduring Power of Social Media in Beverage Trends

• Continued Reliance on Social Platforms for Discovery: Social media will remain a primary driver for new and trending cocktails.

• Short Trend Cycles: Cocktail trends may emerge and evolve more rapidly due to the fast-paced nature of social media.

• Importance of Visual Appeal: Drinks that are visually attractive and photograph well will continue to have an advantage online.

• Rise of Niche Cocktail Communities: Expect to see the development of online communities dedicated to specific types of cocktails and trends.

• Brands Will Increase Social Media Marketing Efforts: Beverage brands will likely allocate more resources to marketing their products through social media influencers and campaigns.

Areas of innovation: Leveraging Social Media for Cocktail Success

• Interactive Social Media Campaigns: Brands can create engaging campaigns that encourage users to share their Hugo Spritz experiences.

• Partnerships with Key Food and Drink Influencers: Collaborating with popular online personalities to promote the cocktail.

• Creation of Visually Stunning Cocktail Content: Developing high-quality photos and videos of the Hugo Spritz for social sharing.

• User-Generated Content Contests and Features: Encouraging consumers to share their own creations and experiences with the drink.

• Integration of Augmented Reality Filters and Effects: Utilizing AR to create fun and engaging social media content around the Hugo Spritz.

Final Thought: The meteoric rise of the Hugo Spritz as the hottest summer cocktail is a testament to the power of social media in shaping consumer preferences. Its visual appeal, combined with widespread online sharing and influencer endorsements, has propelled it to the forefront of cocktail culture in 2025.

Source: https://www.businessinsider.com/hugo-spritz-cocktail-st-germain-recipe-explained-2025-7