Hugo Spritz Overtakes Aperol Spritz In Uk Summer Google Searches

The Hugo Spritz has edged ahead of Aperol Spritz in UK summer Google searches for the first time, according to new data. Jessica Mason looks at what this means for the elderflower-flavoured movement. In a new analysis of Google Trends UK web search data during the 13 weeks ending 12 July, the term Hugo Spritz recorded average indexed interest of 55.8, compared with 53.9 for Aperol Spritz, showing that the term averaged approximately 3.6% higher.

Increased curiosity

The data, which looked across comparable 13-week spring and summer periods between 2022 and 2026 highlighted that back in 2022 Hugo generated approximately 2.3% of Aperol’s average indexed interest, showing a marked increase in curiosity. Google Trends data represents normalised relative interest rather than absolute search volumes, sales or market share, however, ahead of National Spritz Day (Saturday 1 August) and with spritz recipe searches having recently doubled year on year, Britain’s love affair with lighter tasting summer serves continues unabated. In fact, searches for “spritz recipe” and “Hugo Spritz” have both doubled year on year and the spritz is now the number-one summer cocktail choice among British 18–29-year-olds while 37% of the same age group say they are socialising earlier than they were a year ago. The figure rises to 42% among 30–44-year-olds. Five years ago, the Hugo Spritz generated just a fraction of the UK Google search interest attracted by Aperol Spritz; however this new shift reflects Britain’s growing appetite for spritzes more broadly.

Growing the brand

Speaking to the drinks business about whether the St-Germain brand could or would soon be extended by its owner Bacardi across new formats such as highly popular RTDs and pre-mixed cocktails, St-Germain global vice president Emma Fox said: "The success we're seeing with St‑Germain today means our priority remains growing the core brand and continuing to recruit consumers into the category through serves such as the Hugo Spritz. There remains significant opportunity to inspire consumers with the versatility of the brand across a wide range of cocktail occasions. We continually evaluate opportunities for the future, but we have no innovation announcements to make at this time." However, Fox admitted that "the RTD category continues to grow as consumers look for premium, convenient options for a variety of social occasions. At the same time, we're seeing exceptional momentum behind the Hugo Spritz and growing interest in St‑Germain as more consumers discover the cocktail's fresh, floral and refreshing profile".

Effortless

Fox told db that "one of the strengths of St‑Germain is that it allows consumers to effortlessly create elevated serves with just a few simple ingredients, whether at home or when entertaining friends" and pointed out that while Bacardi will "continuously explore opportunities to evolve the brand and meet changing consumer needs" it has "no announcements to make regarding RTD products at this time". The analysis however already shows that interest is also expanding beyond the traditional bitter-orange serve of Aperol, with Google search trends uncovering growing curiosity around elderflower, rose, peach, frozen and non-alcoholic spritz variations, highlighting consumers’ appetite for a wider range of flavours and formats. Indeed, as St-Germain has become a key ingredient for the serve, this has had a halo effect on the brand’s popularity with UK sales of St-Germain more than doubling over the last year. Describing the boost in interest for Hugo Spritzes, St-Germain global brand ambassador Franck Dedieu said: “The Hugo Spritz has become the drink of the summer because it captures exactly how people want to socialise now. It’s lighter tasting and easy to enjoy over long lunches, garden gatherings and relaxed early-evening drinks that feel effortless but still special.”

Elegant

Dedieu explained: “Its signature floral character comes from St-Germain, made with fresh, handpicked elderflowers from France. Combined with sparkling wine, soda water, mint and lime, it creates a bright cocktail that is elegant but incredibly simple to make at home.” He added: “National Spritz Day is the perfect excuse to gather friends, fill a glass with ice and celebrate one of the defining drinks of the summer.” To find out more about how to make the perfect Hugo Spritz, read more from db here.