As verbs the difference between shug and sug

is that shug is to writhe the body so as to produce friction against one's clothes, as do those who have the itch while sug is {{cx|informal|lang=en}} To market a product or service by means of purported market research.

As a proper noun Shug

is a Scottish nickname usually applied to people with the first name Hew or Hugh or other spellings of this name.