St-Germain Liqueur Announces new Collaboration with Actress Sophie Turner to Celebrate the Cocktail of the Summer

Jul. 08, 2024

ST-GERMAIN Elderflower Liqueur announces a new collaboration with renowned actress Sophie Turner, who joins the brand in their mission to inspire people to ‘Spritz Up Your Summer’. The multifaceted campaign launches today with a content series starring Sophie, which brings to life the bright qualities of the brand’s signature cocktail, the ST-GERMAIN Hugo Spritz. The cocktail serves as Sophie’s co-star, as she searches for her ‘perfect match’ in the South of France. The campaign will extend throughout the summer with a Spritz Counter, a playful new take on the iconic department store beauty counter at luxury retailer, Bergdorf Goodman, where guests can sample the ST-GERMAIN Hugo Spritz.

Sophie Turner said:

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

 

The ST-GERMAIN Hugo Spritz has exploded in popularity over the last few years, as people look for new and exciting flavors in the Spritz category. Jetsetters from all over the world grabbed more than a slice of sunshine when holidaying in Europe last year to make the cocktail a huge social media trend, driving +290M TikTok views and a +512% increase in Google searches in the U.S. and +231% in the UK at the start of summer. The perfect cocktail to enjoy wherever you are, the lighter and brighter tasting cocktail is made with ST-GERMAIN elderflower liqueur, prosecco, soda water, and garnished with a mint sprig and lime wedge.

Emma Fox, Global Vice President of ST-GERMAIN said:

“Sophie was the obvious choice for this campaign, as her refreshing charm and style embodies the sweeter, brighter and lighter taste of the ST-GERMAIN Hugo Spritz. Our team is honored to be partnering with the global star to feature in a joyful, playful content series that spotlights the cocktail and its qualities. This campaign marks the beginning of a new phase for ST-GERMAIN. As the Spritz becomes one of the top 10 most ordered cocktails according to Nielsen, we’re excited to see how the new campaign and collaboration with Sophie will inspire even more people to try the sweeter, lighter tasting, and brighter Spritz.”

 

To inspire even more people to Spritz Up Your Summer, ST-GERMAIN is partnering with iconic luxury New York City retailer Bergdorf Goodman to debut the ST-GERMAIN Spritz Counter.  The experience is set to offer a fresh take on the quintessential spritz counters of yore, that would be found in the beauty sections of department stores. Opening its doors to the public July 17-21, the ST-GERMAIN Spritz Counter will pop-up on the beauty floor of Bergdorf Goodman and serve the ST-GERMAIN Hugo Spritz to those stopping by, before guests will be invited to head upstairs to the BG restaurant to enjoy the refreshing tasting cocktail, overlooking Central Park.

The campaign will be amplified through various social and online video channels.