Raise a glass to Gen Z
As the UK hits peak summer, a recent survey reveals the refreshing drink that Gen Z are rushing to buy – and it’s not what you think.
After years of clinking vibrant orange Aperol glasses in sunny pub gardens, new data suggests younger Brits have decided on a new, trendier refreshment to get them through the UK’s heatwave - the Hugo spritz. Stirred with Prosecco, elderflower liqueur, fresh mint, soda water and a slice of lemon, this Italian aperitif acts as a less bitter, sweeter alternative to its orange, more traditional relative.
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According to Bacardi Limited’s annual survey, the light, floral drink was ranked by 18–29-year-olds as their number one summer cocktail. It has also become one of the most popular viral beverages on TikTok, bringing in billions of views and regularly celebrated by youngsters as the drink of the summer.
“The Spritz has taken the UK by storm,” says Steve Young, business unit director for Bacardi in the UK. “Two years ago, it didn’t even make the top 10 in our annual survey and now it’s the number one choice for Gen Zer’s.”
The annual Bacardi report revealed the dethroning of the Aperol and transition to the Hugo is driven by a cultural shift towards “day caps” – longer, lighter-tasting drinks enjoyed in the afternoon – a choice now popular with both Millennials and Gen Z.
Reports also uncovered that UK sales of St-Germain elderflower liqueur have more than doubled in the last year, reflecting a national warmth to the refreshment. With it being a simple, light and fresh cocktail, the Hugo may be the ultimate choice for those trying to both cool down and enjoy the sunshine during the warm summer months.
The drink is available in many pubs across the country, including Wetherspoons, and as a mixed can in a variety of major UK supermarkets, including Co-op, Aldi, M&S, and Tesco.