Sophie Turner fronts St-Germain campaign
St-Germain elderflower liqueur has revealed its latest campaign, ‘Sip into something fresher tasting’, featuring Game of Thrones star Sophie Turner.
The campaign celebrates the return of the Hugo Spritz as the ‘cocktail of the season’ and is a continuation of St-Germain’s partnership with Turner, who first teamed up with the brand last year to spotlight the serve.
For this year’s spot, Turner continues to embrace the ‘lighter side of life’, starring in a rom-com-inspired sequel to the 2024 ad.
This year, she’s the one stepping behind the bar, showing fans how to to elevate everyday moments with ‘a touch of French flair’ and the St-Germain Hugo Spritz.
“I’m thrilled to continue my partnership with St-Germain, a brand that not only embodies my philosophy of embracing the lighter side of life, but also makes me look pretty good behind a bar,” said Turner. “I’m excited to finally show off my bartending skills in this summer’s sequel and, whilst I might not be a chef, when it comes to making the perfect drink, I’ve definitely found my signature – the St-Germain Hugo Spritz.”
In the 70-second spot, Turner is seen lounging in the garden ‘somewhere in the south of France’ when she receives a message saying her date is on his way and looking forward to seeing her.
“He’s on his way,” she says. “Don’t worry, I’m thoroughly prepared.”
The scene cuts to her in the kitchen. “Oh, you didn’t think I was going to cook, did you?”
After making a call requesting something “fresh and fast”, she starts to prepare a round of St-Germain Hugo Spritzes, crafted with St-Germain elderflower liqueur, Prosecco, sparkling water, and finished with a mint sprig and lime wedge.
The doorbell rings and a ‘handsome delivery driver’ hands her a takeaway bag. “This will go perfectly with the St-Germain Hugo Spritzes I’m making,” she says, closing the door and serving up the food before disposing of the takeaway evidence. “Lets keep this between us,” she says to the camera, as the doorbell rings again.
“Showtime,” she says, as she walks off and the screen changes to display two cocktails.
Emma Fox, global vice-president of St-Germain, said: “We were thrilled to see how last year’s campaign resonated with audiences, much like the continued rise of the St-Germain Hugo Spritz, which has grown year-over year from trending cocktail to summer menu favourite.
“Sophie Turner has played a key role in introducing Spritz lovers to the St-Germain Hugo Spritz’s lighter, fresher, and subtly sweet taste profile. Her effortless charm and joyful spirit continue to make her an ideal partner for the brand. We’re excited to unveil the next chapter of this campaign and inspire even more people to elevate their drinking occasions with the St-Germain Hugo Spritz.”
St-Germain’s campaign will extend with activations throughout the summer, serving up a taste of ‘joyful Riviera playfulness’ across the globe.
While the content showcases Turner’s lack of culinary skills, the brand has partnered with culinary-focused content creators throughout the summer to help build on her cocktail pairing skills shown in the video. The content will kick off this week with UK ‘Potato Queen’ Poppy O’Toole, followed by celebrated US creator and upcoming cookbook author, Toni Chapman. Both will help bring their food skills to complement Turner’s ‘effortlessly elevated’ cocktail-making prowess.
Meanwhile St-Germain will also host La Terrasse activations across the US this summer, including a Nordstrom NYC beach bar-inspired Terrasse space, open 24 May through to 30 September, as well as activations at the 1 Hotel Brooklyn, Monarch Lounge, Ainslie Brooklyn, and more.
Spritz on the rise
According to the 2024 Bacardi Cocktail Trends Report, the Spritz is ranked as the third most popular cocktail in the US.
Google search volume for the St-Germain Spritz grew by 49% in 2024, while its Italian cousin, the Hugo Spritz, saw search volumes soar by 122% in the same year.
The search data also reveals that summer is the biggest period for the elderflower Spritz variety, with search demand peaking in July, with the Hugo Spritz driving majority volume.
St-Germain notes that this demonstrates that this Spritz variation’s popularity is only continuing to rise as it delivers a lighter, brighter taste profile – one that modern drinkers are gravitating towards.
Meanwhile, St-Germain is outperforming the overall Spritz category in both volume and value and is now the third fastest-growing value brand worldwide, according to IWSR Drinks Market Analysis.
To watch the campaign video, click below.
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