When New York experienced its first heat wave last month, bartenders anticipated a surge in spritz orders, a staple for warm-weather drinking. At Dante, the renowned Greenwich Village bar, Linden Pride, one of the owners, was surprised to find that the Hugo spritz outperformed all other cocktails not only at the flagship location but also at its sister bars in New York, as well as at Dante’s outposts in Beverly Hills and London’s Mayfair neighborhood.

The Hugo spritz, a light and floral blend of elderflower liqueur, Prosecco, and sparkling water, has been steadily gaining popularity over recent summers and is now experiencing significant momentum in the cocktail scene. Typically served in a large wine glass garnished with lime and mint, the drink’s visual appeal makes it instantly recognizable in busy bars and restaurants. According to Pride, the cocktail’s prominence is such that it has become ubiquitous across his venues during the warmer months.

The Hugo spritz originated in the early 2000s, created by bartender Roland Gruber in the Italian Alps. It belongs to a tradition of alpine Italian beverages that combine homemade floral elixirs with wine, reflecting local customs. Edoardo Mantelli, owner of Saraghina Caffè in Brooklyn, notes that many alpine families historically crafted elixirs from native flowers, a practice that inspired modern versions like the Hugo.

The drink’s signature elderflower component shifted when St-Germain introduced its elderflower liqueur in 2007, replacing the original use of Italian melissa (lemon balm). This innovation simplified preparation for bartenders, who no longer needed to produce a homemade cordial, while preserving the cocktail's signature floral character.

Industry experts attribute the Hugo spritz’s rise to evolving consumer preferences emphasizing lightness, ease, and aesthetic appeal. Jon Neidich, founder of Golden Age Hospitality in New York, highlights the drink’s lower alcohol content and refreshing flavor profile compared to the bittersweet, syrupy Aperol spritz, underscoring its suitability for day drinking and extended enjoyment.

Bartenders have also observed that the drink’s popularity has transcended typical seasonal boundaries, with patrons opting for lighter cocktails year-round. Emma Fox, global vice president of St-Germain, points out that the U.S. market’s openness to bubbly, versatile beverages has facilitated the Hugo’s rapid adoption. St-Germain has supported this growth through targeted marketing efforts involving social media, influencer partnerships, and event sponsorships, reinforcing the cocktail’s visibility among consumers and bartenders alike.

At Seattle’s DeLaurenti, which features a spritz bar, owner Matt Snyder notes that customers are drawn to the Hugo’s distinctive taste and color, often intrigued by the elderflower ingredient. Likewise, San Francisco’s Wilder restaurant witnessed increased demand after adding the Hugo to its "Tower Hour" promotion, allowing groups to order multiple spritzes simultaneously.

The cocktail’s widespread appeal has led bars to experiment with variations. At Dante, Pride has enhanced the recipe by incorporating aerated cucumber juice and gin to emphasize St-Germain's botanicals and add a vibrant green hue. In New York’s East Village, Bar Bianchi offers a Giuseppe spritz, which uses crème de menthe instead of fresh mint, adding complexity. Williamsburg’s Deux Chats adapted the cocktail to fit its martini-focused menu, crafting a Hugo 50-50 with two gins, quinquina vermouth, and St-Germain, served stirred and chilled.

With warmer weather approaching, bartenders anticipate continued demand for the Hugo spritz, many planning to keep it on menus throughout the year. As Liam Weitz of Deux Chats observes, garnishes like mint evoke associations with pleasant, sunny days, reinforcing the cocktail’s enduring appeal regardless of season.