The Hugo Spritz was born in the early 2000s in Northern Italy’s South Tyrol region, a place where Italian and Alpine traditions mingle like a sunny piazza and a cosy mountain hut having a cheeky chat. Bartenders in the Dolomites, often catering to après ski crowds and seasonal tourists, sought a lighter, floral alternative to the heavier bitters forward spritzes like the Aperol. They riffed on elderflower cordial and Prosecco, adding a splash of soda and a sprig of mint to create something fragrant, refreshing and effortless. The name “Hugo” is said to come from a South Tyrolean musician’s friend, though the exact origin is a bit playful and unofficial, much like the drink itself, and it quickly spread through the region’s bars and mountain cafés before leaking into wider Italian summer culture.

A classic Hugo Spritz is simple: Prosecco (or another dry sparkling wine), elderflower liqueur or syrup (most famously St Germain or homemade cordial), a dash of soda water, fresh mint leaves and a slice of lime or lemon for brightness. Its light, floral profile and lower bitterness than Aperol made it ideal for long, sunny afternoons and social gatherings. You’ll find it enjoyed on terraces, beach bars, rooftop parties and casual aperitivo hours across Italy and beyond. In the 2010s the Hugo experienced a surge in popularity across Europe, then globally, embraced by bars and home entertainers for its approachable flavour and instagrammable presentation. Today it sits comfortably among modern spritz variants, celebrated for its versatility, refreshing character and the way it pairs effortlessly with light fare, seafood and meze.