In a world craving refreshment and a splash of sophistication, actress and style icon Sophie Turner is back—this time behind the bar rather than in front of the camera. The internationally acclaimed star invites us all to “Sip Into Something Fresher” in a vibrant new campaign for ST-GERMAIN Elderflower Liqueur, showcasing her playful side as she crafts the perfect Hugo Spritz.
This summer marks the second act of Turner’s collaboration with the French-inspired brand, expanding its global reach with culinary collaborations, a pop-up in New York City, and a wave of digital content designed to inspire spritz lovers everywhere. And if you thought last year’s campaign was charmingly light, expect even more sparkle this time around.
In a rom-com-inspired short film, Turner steps behind the bar, wielding her wit and a cocktail shaker. With no culinary degree in sight, she demonstrates how simple it is to elevate a lazy summer afternoon into a celebration—spritz in hand, naturally. Her secret? A splash of ST-GERMAIN elderflower liqueur, prosecco, sparkling water, garnished with a mint sprig and lime wedge. It’s a toast to the lighter, brighter side of life.
“I’m thrilled to continue my partnership with ST-GERMAIN,” Turner said. “It embodies my philosophy of embracing the lighter side, and honestly, it makes me look pretty good behind a bar. I’ve finally found my signature drink—the ST-GERMAIN Hugo Spritz—and I love sharing that feeling with everyone.”
As spritzes surge in popularity—ranking as the third most-popular cocktail in the U.S.—fans search for new ways to enjoy the sparkling sensation. Google data shows a 49% increase in searches for ST-GERMAIN Spritz and an astonishing 122% jump for its Italian cousin, the Hugo Spritz, in 2024. This elegant, effervescent drink has become a staple in summer menus nationwide, and with good reason: its light, citrusy profile offers a refreshing escape from the norm.
The campaign encourages consumers to break free from the ordinary and “sip into something fresher and sweeter”—a mantra embodied by Turner herself. Whether at chic terraces or lively festivals, the spirit of Riviera elegance will be reflected worldwide through activations from St. Tropez to the Amalfi Coast. In the United States, pop-up lounges and seasonal menus will spotlight the spritz’s versatility, pairing it with bites inspired by Turner’s favorite flavors.
Emma Fox, Global Vice President of ST-GERMAIN, notes, “The response to last year’s campaign was incredible, and the continued rise of the Hugo Spritz confirms its status as the summer’s must-know cocktail. Sophie’s effortless charm and joyful spirit are perfect for inspiring people to elevate their drinking moments this season.”
As summer heats up, one thing is certain: the ST-GERMAIN Hugo Spritz is here to stay, bringing a splash of French Riviera flair to every occasion. So whether you’re mixing at home or lounging by a sun-drenched terrace, remember—sometimes, all you need is a little elderflower to make life a whole lot brighter.
Find the full ST-GERMAIN Hugo Spritz recipe to craft for any sparkling occasion below. Be sure to visit www.stgermainliqueur.com and follow @StGermainDrinks and @SophieT on Instagram to see all the latest campaign installments.