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Sophie Turner stars in St-Germain ad

Game of Thrones actor Sophie Turner has joined St-Germain Elderflower Liqueur as the face of the brand’s summer campaign.

Sophie Turner St-Germain
Sophie Turner stars in St-Germain’s new Spritz-focused summer campaign

Turner is working with the brand on its Spritz Up Your Summer campaign to highlight the qualities of the liqueur brand’s signature cocktail, the St-Germain Hugo Spritz.

In the campaign’s film, the cocktail acts as Turner’s ‘co-star’ as she searches for her ‘perfect match’ in the south of France.

“I am thrilled to collaborate with the St-Germain team to help inspire people to Spritz up their summer,” commented Turner. “St-Germain Hugo Spritz is certainly my go-to cocktail this season.”

The St-Germain Hugo Spritz has seen a spike in social media interest recently. The cocktail generated 290 million TikTok views, plus a 512% increase in Google searches in the US and a 231% increase in the UK at the start of summer (according to TikTok Search Data July 2023, and the 2023 Google Search Trend Report, respectively).

Throughout the summer, the Spritz Up Your Summer campaign will grow to include a Spritz counter, a take on the beauty counter at luxury retailer Bergdorf Goodman, where guests will be able to sample the St-Germain Hugo Spritz. From 17 to 21 July, guests will be able to enjoy the cocktail from the beauty floor of Bergdorf Goodman, overlooking Central Park.

In June, The Spirits Business explored which Spritz would be the tipple of summer 2024.

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