Move over Aperol Spritz — a new Italian competitor is shaking up the UK's summer drink scene. Hugo, an elderflower-based cocktail, is experiencing explosive growth in popularity, challenging the dominance of the long-reigning spritz king.

The surge reflects a broader trend of consumers exploring fresh alternatives in the spirits market. Campari, Sarti Rosa, and limoncello varieties are also riding this wave of innovation, suggesting that drinkers are hungry for variety and ready to experiment beyond established classics. Read the full story →

Today's takeaway: Sometimes the best business opportunities come from giving consumers a fresh twist on familiar favourites.