St-Germain and Hugo Spritz Become Après Ski Staples

The floral elderflower liqueur and refreshing cocktail have become the go-to drinks for post-ski revelry.

Mar. 28, 2026 at 1:20am

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As the popularity of après-ski culture has grown globally in recent years, the Hugo Spritz cocktail made with St-Germain elderflower liqueur has become a staple drink for skiers and snowboarders looking to unwind after a day on the slopes. The drink's origins in the Alps and its refreshing, floral profile have made it a natural fit for the spirited slopeside celebrations.

Why it matters

The rise of the Hugo Spritz and St-Germain's prominence in après-ski culture represents the growing mainstream appeal of the après-ski tradition, which has evolved from a local Alpine custom to a global social phenomenon. This trend highlights how certain drinks and brands can become closely associated with specific lifestyle experiences and cultural moments.

The details

The Hugo Spritz, a cocktail made with Prosecco, St-Germain, soda water, mint, and lime, was first invented in 2005 by a bartender in the Italian Alps. As the drink's popularity as a refreshing summer cocktail grew over the past decade, it also found a natural home in the après-ski scene, where its floral, herbaceous profile complements the setting. St-Germain, an elderflower liqueur made from hand-picked blossoms in the French Alps, has also become a key ingredient in the Hugo Spritz and a staple of high-altitude celebrations, with the brand activating branded experiences at ski resorts in recent years.

  • The Hugo Spritz was invented in 2005 in the Tyrolean village of Naturno, Italy.
  • St-Germain elderflower liqueur was introduced in 2007 and quickly became a popular ingredient in craft cocktails.
  • By the late 2010s, the Hugo Spritz emerged as an alternative to the ubiquitous Aperol Spritz.
  • Over the past 4 years, Google searches for the Hugo Spritz have increased 5-fold.
  • This past winter, St-Germain promoted its Alpine roots with branded activations at European ski resorts.

The players

Roland Gruber

The bartender who invented the Hugo Spritz cocktail in 2005 in Naturno, Italy.

St-Germain

An elderflower liqueur made from hand-picked blossoms in the French Alps, which has become a key ingredient in the Hugo Spritz and a staple of après-ski culture.

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What they’re saying

“As of late, it has coincided with the proliferation of the Hugo Spritz, a winter-ready refresher built around Prosecco, mint, lime, soda and--crucially--St-Germain.”

— Brad Japhe, Author

“The idea behind après-ski is as simple as it is obvious: you've just spent the better part of a day navigating steep terrain and cold weather, of course you're going to want to level off and warm up with some boozy drinks…And no small measure of revelry and dance.”

— Brad Japhe, Author

What’s next

As the popularity of après-ski culture continues to grow globally, it will be interesting to see if the Hugo Spritz and St-Germain's association with the tradition solidifies them as staple drinks for winter revelry, or if new cocktail trends emerge to challenge their dominance.

The takeaway

The rise of the Hugo Spritz and St-Germain's prominence in après-ski culture highlights how certain drinks and brands can become deeply intertwined with specific lifestyle experiences and cultural moments. This trend demonstrates the power of creating a strong association between a product and an aspirational, experiential setting.