British actress and international style icon Sophie Turner is back to charm audiences in a brand-new campaign for St-Germain Elderflower Liqueur, reprising her role as the face of the brand’s signature cocktail, the St-Germain Hugo Spritz.
Following the success of last year’s campaign, Turner stars in a sequel short film that continues the story with a fresh twist. This time, she steps behind the bar, mixing up her favourite summer drink and encouraging fans to “sip into something fresher.” With her trademark wit and self-deprecating humour, Turner demonstrates how easy it is to create the elegant, French-inspired Hugo Spritz.
“I’m thrilled to continue my partnership with St-Germain, a brand that not only embraces the lighter side of life, but also makes me look pretty good behind a bar,” said the actress. “Whilst I might not be a chef, I’ve definitely found my signature – the St-Germain Hugo Spritz.”
Reel To Real
The new campaign goes beyond the screen, with immersive activations planned across Europe and the United States. Highlights include a “La Terrasse” pop-up at Nordstrom’s flagship store in New York City, curated menu pairings inspired by Sophie’s favourite bites, and chef-led digital content to expand her on-screen culinary adventures.
The Hugo Spritz has seen a significant rise in popularity, now ranked as the third most popular cocktail in the United States. In 2024, Google search interest for the cocktail increased by 122%, reflecting its growing appeal among modern drinkers looking for a lighter, more refined spritz experience.
Crafted with St-Germain elderflower liqueur, prosecco, sparkling water, and garnished with mint and lime, the St-Germain Hugo Spritz is presented as the ideal accompaniment to stylish summer occasions—from the beaches of Cannes to rooftop terraces in London.
With summer around the corner, the campaign aims to inspire consumers to elevate their spritz moments and embrace the brand’s ethos of living brightly. Complementing the campaign is a series of curated content pieces that includes recipes and behind-the-scenes footage.
