Edinburgh Gin targets Hugo Spritz boom with major grocery rollout

• Edinburgh Gin launches new RTD in response to booming popularity of the Hugo Spritz
• Hugo Spritz is the second most popular spritz cocktail in the UK on trade (behind Aperol Spritz)^[1]
• Edinburgh Gin is one of the fastest growing and selling gin RTD brands in the UK^[2].

Edinburgh Gin has launched its latest ready-to-drink (RTD) innovation, the Edinburgh Gin Hugo Spritz, following the breakout success of the elderflower-based drink. The product has launched into Sainsbury’s and will be listed in major grocers across the UK from the 16 April.

The launch marks a further expansion of Edinburgh Gin’s growing RTD portfolio, building on strong category momentum as consumers seek premium and convenient serves. The RTD category is among the UK’s fastest-growing alcohol segments, delivering 10.9% YoY value growth, with peak sales during the summer period^[3].

Interest in the Hugo Spritz surged last summer with Google searches up 172%^[4], and it is now one of the top five most ordered cocktails in the UK on-trade^[5]. Building on the success of its much-loved Elderflower Liqueur, a standout from its iconic gin liqueur range and one of the UK’s favourite premium flavour profiles across both the on and off-trade, the brand is perfectly placed to capitalise on growing demand for elevated, flavour-led serves. Edinburgh Gin is also one of the fastest-growing RTD players in the market^[6].

Galina Grozdanova, Senior Brand Manager at Edinburgh Gin, said: “Hugo Spritz has taken the UK by storm, winning the hearts of cocktail lovers last year. This year, we are excited for even more people to discover the serve with Edinburgh Gin’s Hugo Spritz RTD, and see it become the UK’s umber one spritz .”

Inspired by the brand’s award-winning Elderflower Liqueur^[7], Edinburgh Gin’s Hugo Spritz delivers a light, refreshing serve in a premium 250ml can, ideal for at-home, garden and on-the-go occasions. At 5% ABV (RRP £2.25), it blends delicate floral notes with hints of honeyed summer fruits, lifted by crisp soda and a vibrant touch of mint.

As part of the wider Edinburgh Gin range, its Elderflower Liqueur is a versatile spritz ingredient that effortlessly elevates any occasion, whether making a Hugo Spritz at home or served in a bar.

Edinburgh Gin’s Hugo Spritz RTD will be widely available across the UK, with national listings secured in Tesco, Sainsbury’s, Morrisons, as well as regional distribution in Booth’s and on-trade availability via Matthew Clark.