Aperol To Hugo: 5 Cocktails Driving Spritz Season

Forbes

2 days ago

Spritz culture has expanded beyond Aperol, with new variations gaining popularity for their lighter profiles and all-day versatility.
Spritz season no longer begins in June and ends with Labor Day. It now stretches from early spring into fall. These cocktails appear on rooftop bar menus and social media feeds well past summer.
The format has shifted. The spritz no longer refers only to Aperol with prosecco. (Although that is still a classic for a reason.) It now signals a broader style: low-proof, refreshing and often served over ice.
According to hospitality research firm CGA, overall spritz sales have tripled in recent years. Spritz sales at U.S. bars and restaurants tripled between 2022 and 2023, making it the seventh most popular cocktail nationwide, according to Wine Enthusiast. And in Europe, more people are now choosing spritzes over champagne. In a 2024 survey by BeverageDaily, 77% of Italians and 49% of Germans favored spritzes.
Here are five drinks that reflect how the spritz has expanded into a broader category.
The Hugo Spritz combines elderflower liqueur, prosecco, soda water, mint and lime for a light, floral take on the classic spritz.
A few years ago, the Hugo Spritz was little known outside of the northern Italian Alps. Today, it is one of the most recognizable cocktails of the season.
Built around elderflower liqueur, prosecco, soda water, mint and lime, the drink has moved quickly from regional curiosity to international mainstay. In 2024, Google searches for the Hugo Spritz rose by 172% across the United States, United Kingdom and France.
Julian Arreola, a brand ambassador for St-Germain, says via Zoom that travel and social media helped drive the trend. 'Following the pandemic, as travelers flocked to France and Italy, they discovered the Hugo Spritz, sharing their new favorite cocktail on their social feeds and ordering it at their favorite bars and restaurants when they returned stateside.'
The global low-alcohol beverage market is expected to grow from $1.33 billion in 2024 to $1.41 billion in 2025. According to the Bacardi 2025 Cocktail Trend Report, 20% of drinkers aged 21 to 25 now prefer lower-alcohol cocktails. This shift toward lighter drinks aligns with the Hugo's rise.
'Overall, Gen Z are conscious drinkers and really care a lot about what they are consuming,' Arreola says. 'They're prioritizing delicious drinks that they can enjoy with their friends and have a good time while having a balanced lifestyle.'
The Limoncello Spritz blends limoncello, prosecco and soda water into a citrus-forward cocktail.
The limoncello spritz has gained popularity for its clarity and name recognition. Limoncello, a lemon liqueur made from zest and sugar, has long been served chilled after meals. Combined with prosecco and soda water, it now reaches a younger audience looking for something lighter.
Bartenders often favor it for its simplicity. The components are easy to source and require little adjustment. Guests recognize the flavor and respond to the freshness. Some versions include lemon wheels or basil to round out the profile. It suits the same drinker who might once have ordered an Aperol spritz but now prefers something sweeter.
The White Port and Tonic pairs dry white port with tonic water, offering a lower-proof alternative with floral and stone fruit notes.
First served in Portugal's Douro Valley, the white port and tonic has started appearing in bars focused on wine or fortified aperitifs. White port offers a lower-alcohol base with stone fruit and floral notes. Tonic adds structure and bitterness. Garnishes such as orange or mint give it balance.
The drink's appeal comes from its lightness and structure. It is layered but accessible. Some bars now list it as an aperitif standard, often with flavored tonics or light citrus infusions. It remains unfamiliar to many guests, but has become a summer default in recent years for others.
The Bubbly French Blonde adds tonic or pét-nat to the original blend of gin, elderflower liqueur, Lillet Blanc and grapefruit.
The French Blonde is not technically a spritz. It has no sparkling wine or soda water. But spritz lovers have filled the void with the Bubbly French Blonde.
Bartenders have started adapting the original recipe (gin, elderflower liqueur, Lillet Blanc, grapefruit juice and bitters) by topping it with tonic or pét-nat for a sparkling finish.
The result is a light, floral cocktail with gentle bitterness and structure. Its soft color and elegant presentation have helped drive renewed attention online, where it has become a favorite among drinkers looking for a spritz-style option with more complexity.
The Aperol Spritz combines Aperol, prosecco and soda water for a bittersweet, citrusy cocktail that remains a classic warm-weather staple.
The Aperol Spritz remains the most recognized and widely ordered version of the category. It's quite simply an icon of the category now. Its structure—Aperol, prosecco, soda water and a slice of orange—is simple, consistent and easy to replicate, which has helped it endure across seasons and markets.
Its bitter-orange palate and light texture make it a reliable choice for early evening cocktail hours. For many drinkers, it was the introduction to the spritz style and remains a go-to on summer menus.
That familiarity has also opened the door to variation. Many bars now offer new takes using different liqueurs or modifiers while keeping the same format.
'We're starting to see people demand higher quality, more elevated ingredients,' says Arreola. 'I think we'll see people continue to explore more versatility within the spritz category that go beyond the traditional bitter flavor profiles.'t