雨果微风（Hugo Spritz）正迅速成为2025年饮品界的新宠，有望取代Aperol Spritz的地位。这款由普罗塞克、苏打水和接骨木花利口酒调制的饮品，口感甜美，酒精度低，其法国制造的接骨木花利口酒赋予了它一种逃离现实的吸引力。Yelp数据显示，今年对“Hugo Spritz”的搜索量激增了1121%，Google搜索量也大幅增长。社交媒体平台如TikTok上，#HugoSpritz标签的流行度持续攀升。这款饮品的成功也得益于其精美的视觉呈现和与法国生活方式的联想，使其成为消费者在社交媒体上追求潮流和品味的理想选择。

🍹 **雨果微风的兴起与流行**：雨果微风（Hugo Spritz）已成为当前备受瞩目的潮流饮品，被认为是Aperol Spritz的有力继承者。其recipe包含普罗塞克、苏打水和接骨木花利口酒，口感甜美且酒精度较低。Yelp和Google的搜索数据均显示了其搜索量的显著增长，尤其是在2024年至2025年期间，表明其主流化趋势已正式到来。TikTok上的#HugoSpritz标签也日益流行，吸引了众多内容创作者分享其个性化调配方法。

🌸 **接骨木花利口酒的关键作用**：接骨木花利口酒是雨果微风的灵魂所在，它为这款饮品带来了甜美、花香的独特风味。例如，St-Germain作为市场领导者，其销售额和市场份额的持续增长，尤其是在夏季，反映了消费者对更轻盈、更具创意饮品的需求。该品牌通过与明星合作的广告活动，强调了其“法国风情”和易于搭配的特点，进一步提升了雨果微风的吸引力。

🥂 **与Aperol Spritz的对比与优势**：与Aperol Spritz相比，雨果微风的口感被描述为更偏向“甜点般”，其接骨木花利口酒具有广泛的接受度，甚至被誉为“调酒师的番茄酱”。Aperol Spritz虽然曾一度流行，但其橙皮和草本的强烈风味使其具有一定的两极分化。雨果微风则以其更易于接受的甜美和清新的口感，以及其所能唤起的欧洲度假式生活方式的联想，赢得了更广泛的青睐。

✈️ **“逃离现实”的吸引力**：雨果微风的流行部分归因于其所能唤起的“逃离现实”的吸引力。尤其是在旅行成本高昂的当下，消费者可以通过品尝这款源自欧洲的饮品，获得一种微量的度假体验。这种与法国奢侈生活方式的积极联想，加上视觉上的吸引力，使得雨果微风在社交媒体时代具有强大的传播潜力，消费者也乐于通过分享此类饮品来展现自己的品味和对潮流的把握。

📸 **社交媒体与视觉的重要性**：在Instagram和TikTok等社交媒体平台的影响下，饮品的视觉呈现至关重要。雨果微风不仅能唤起如画般的场景，其本身的设计也极具视觉吸引力，非常适合在社交媒体上传播。数据显示，相当比例的消费者会根据社交媒体上的推荐点单，这不仅是受到影响，也是为了向他人展示自己的潮流敏感度和品味。内容创作者们对雨果微风“清爽、柠檬味、花香四溢、绝美”的赞美，进一步巩固了其在社交媒体上的流行地位。

The Hugo Spritz has emerged as the trendy cocktail of the moment and successor to the Aperol Spritz.The recipe calls for prosecco, club soda, and elderflower liqueur, resulting in a sweet, low-ABV drink.A foodservice trend analyst said the French-made liqueur lends the Hugo Spritz an escapist appeal.

Last month, while mulling the menu at a trendy restaurant, a suggestion from a friend made me feel woefully out of touch.

"Why don't you get a Hugo Spritz?" the friend asked when I said I was craving a light, summery, and refreshing cocktail.

I asked what that was and was promptly met with a table full of shocked faces. Somehow, I had missed the introduction and gradual takeover of the the hottest new cocktail.

While the thirst for Hugo Spritz certainly isn't new — the recipe has been gaining momentum online for a few years, achieving fleeting virality in 2023 and capturing the attention of wealthy bar patrons in 2024 — recent data indicates that the Hugo's mainstream crossover moment has officially arrived.

In its 2024 trend report, Yelp found a 1,121% increase in searches for "Hugo Spritz" compared to the previous year. Google search volume for "Hugo Spritz" rose 122% from 2023 to 2024, and analytics show interest is even higher this summer than at this time last year. The use of the hashtag #HugoSpritz has steadily increased on TikTok over the last year, reaching peak popularity in late June and early July. Creators have been sharing their favorite takes on the recipe, gleefully adding sprigs of mint or splashes of lime juice. The trend has even inspired at least one original piano ballad, which features the standout lyric, "Cuckoo for Hugo, baby."

The Hugo Spritz has emerged as the clear successor to its Italian cousin, the Aperol Spritz. The latter enjoyed its own renaissance a few years back, arguably reaching peak popularity in the summer of 2023 — auspiciously fueled by HBO's "The White Lotus," whose celebrated second season was filmed in Sicily and aired in late 2022.

Despite its rise to ubiquity, however, Aperol — an apéritif liqueur with strong notes of orange peel and herbs — remains a polarizing ingredient. While some love its bittersweet flavor, others say it tastes thick and medicinal, akin to cough syrup.

By comparison, the Hugo Spritz is positively dessert-like. As with most spritzes, it's typically made with two parts prosecco and two parts soda water. The defining addition is elderflower liqueur — a sweet, floral spirit with such broad appeal and versatility that it earned the nickname "bartender's ketchup" in the late aughts.

St-Germain has long been considered the leader in the elderflower liqueur market, credited for inspiring a slew of copycats after its launch in 2007. The brand was acquired by Bacardi in 2013, further cementing its dominance.

Emma Fox, Bacardi's Global VP, told me via email that St-Germain has seen a 20% increase in retail sales value in the US since last year and an 11% increase over the last five years. Globally, she said the brand's market share has nearly tripled since 2019.

"We know that demand for St-Germain continues to grow, particularly this summer, as people are looking for more choice and creativity in their spritzes and discovering our lighter, brighter taste," Fox said.

St-Germain is made with hand-picked flowers from elderflower trees that grow in the French Alps. Last year, the brand took advantage of that scenery's aesthetic touchstones in a summer ad campaign featuring "Game of Thrones" star Sophie Turner, which highlighted the Hugo Spritz for its "touch of French flair" and easy elegance.

Much like how Aperol benefited from its Italian roots and eye-catching cameos in the hands of glamorous onscreen Sicilians, the Hugo Spritz has an aspirational appeal in addition to its tasty flavor profile. In the right context, enjoying an effervescent, European-sourced cocktail can feel like micro-dosing a much-needed getaway.

Paige Leyden, Associate Director of foodservice, flavors, and ingredients reports at Mintel, a market intelligence agency, said she noticed the Hugo Spritz trend gain traction in the US in the wake of the campaign. She attributed the effect to a combination of celebrity influence and our positive associations with a luxurious French lifestyle.

"Travel is expensive, but there is that level of escapism when you can just go to a nice bar and sit outside and have this drink," Leyden said. "You might not be on the picturesque Mediterranean coast, but you're still kind of emulating that."

Of course, in the age of Instagram and TikTok, the power of a compelling visual cannot be overstated. It's not just that a Hugo Spritz can evoke a picturesque setting, but that the drink itself is picturesque, perfectly engineered for virality.

Leyden said her team's research has found that 54% of consumers like to order drinks they see on social media, whether because they were influenced themselves or because they see the potential to influence others — to communicate their knowledge of trends and prove their own sophistication.

On TikTok, food and drink influencers are already doing their part. "It's the perfect drink: refreshing, lemony, floral gorgeousness," creator Lex Nicoleta recently declared to her hundreds of thousands of followers while sipping a homemade Hugo Spritz. "I just think there's not a chicer drink in the world."