Sophie Turner returns for St-Germain summer campaign
Bacardi-owned St-Germain has once again called upon Game of Thrones actor Sophie Turner to front its latest campaign, Delight in Life.
The French elderflower liqueur brand’s new global campaign is set on the French Riviera, and centres around simple moments of delight.
At the heart of the campaign is a short film featuring Turner enjoying a beach day with friends. When the weather takes an unexpected turn, instead of letting it disrupt the moment, she finds a way to chase the clouds away before enjoying a St-Germain Spritz as the sunshine returns.
“This summer, I will be escaping to the French Riviera with St-Germain,” said Turner. “Filming on my new project has been fun and intense, so I am looking forward to hanging out with friends and enjoying a simple summer there.
“The St-Germain Spritz is my perfect partner for that – it’s light, bright and fresher tasting, and captures the essence of summer, whether you’re on a beach far away, or just embracing being carefree at home.”
The campaign debuts as the Spritz continues to grow in popularity globally, with drinkers increasingly favouring lighter, fresher-tasting options suited to relaxed, social occasions.
Google data showed a 20% increase in worldwide searches for the St-Germain Spritz in 2025, with interest in its Italian counterpart, the Hugo Spritz, rising by 58% globally.
Search demand peaks during the spring and summer ‘Spritz season’, highlighting its growing appeal as a go-to drink for the warmer months.
Earlier this week, St-Germain’s Bacardi stablemate Martini vermouth published data revealing that one in five Europeans believes that Spritzes mark the ‘true start of summer’, with half of survey respondents saying they are more inclined to choose lighter, more refreshing drinks during the warmer months.
“Summer is all about simple, shared moments, and we’re seeing more people lean into relaxed, effortless ways of socialising,” said Emma Fox, global vice-president of St-Germain. “With Sophie, we wanted to bring that to life and show that, rain or shine, any of us can be the hero of cocktail hour with a St-Germain Spritz.”
To mark the campaign’s launch in the UK, and as a nod to the ethos of the campaign, St-Germain has unveiled a limited edition ‘100% chance of Spritz’ UV umbrella to bring ‘a little Riviera optimism’ to the ‘unpredictable’ British summer.
The campaign kicks off a summer-long programme of activity from the apéritif brand, which will be amplified by creators sharing their own St-Germain moments throughout the season.
Plus, a series of activations and pop-ups will bring the Riviera-inspired spirit of the campaign to life across key locations worldwide in a bid to turn everyday occasions into ‘delightful escapes’.
At the heart of these experiences is the St-Germain Riviera Club pop-up in Cannes, where guests can ‘escape the everyday’ and enjoy a St-Germain Spritz throughout July and August.
St-Germain will also unveil a new fashion collaboration later this summer. This, the brand says, will seek to demonstrate how the St-Germain Spritz is not just about what is in the glass, but also about how you arrive and the effortless flair you bring to any occasion.
To watch the campaign video, click below.
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