Sophie Turner Sparkles in St-Germain’s Glamorous New Campaign
- By: Julianne Elise Beffa
Sip Into Something Fresh…
Summer is calling, and it’s got elderflowers in bloom and spritz glasses clinking. Just when we thought the season couldn’t get more dazzling, St-Germain has dropped a first look at its newest global campaign — “Sip Into Something Fresher” — featuring the ever-radiant Sophie Turner. Back for round two with even more flair, fizz, and flirtation, the internationally acclaimed actress reprises her role as the spritz queen we never knew we needed (but now can’t live without).
Following the splashy success of last year’s “Spritz Up Your Summer” campaign, this year’s sequel cranks up the charm and the sparkle, with Sophie Turner serving effortless elegance — and drinking the perfect St-Germain Hugo Spritz.
And if you think this is just another pretty cocktail video… think again. This campaign is a full-on French Riviera fantasy, soaked in sunshine, dripped in yellow, sprinkled with wit, and laced with the golden glow of elderflower. Don’t believe us? Watch the video below!
Learn It, Sip It, Love It
Alongside the hero video, the campaign also includes a breezy “how-to” clip, with Sophie breaking down the St-Germain Hugo Spritz recipe like a pro (or at least someone with amazing taste). With just a few simple ingredients — St-Germain elderflower liqueur, prosecco, sparkling water, and a sprig of mint and lime wedge — the result is a light, floral-forward sip that’s as pretty as it is refreshing.
Whether you’re spritzing poolside, on a rooftop, or just unwinding in your kitchen à la Sophie, this is your go-to drink for any summer occasion.
From Social Screens to IRL Sips
The fun doesn’t stop at the screen. This campaign is turning into a full-on lifestyle movement. Throughout the summer, culinary content creators will be teaming up with St-Germain and Sophie to bring her dream dinner party to life — think elevated recipes to match the effortless sophistication of the Hugo Spritz.
But the real pièce de résistance? St-Germain La Terrasse — a series of dreamy pop-up activations happening across the U.S., each one dripping in French Riviera vibes. Starting with a stunning terrace at Nordstrom NYC, open from May 24 to September 30, and popping up at hot spots like 1 Hotel Brooklyn, Monarch Lounge, and Ainslie, these curated spaces invite you to sip, savor, and step into the good life.
Expect chic cocktails, curated bites (inspired by Sophie’s faves, naturally), and Instagram-worthy settings that make “summer mode” feel like second nature.
Why the Hugo Spritz, and Why Now?
The spritz trend isn’t just thriving — it’s evolving. According to the 2024 Bacardi Annual Cocktail Trends Report, spritzes have claimed the No. 3 spot on the list of most popular cocktails in the U.S. And the St-Germain Hugo Spritz? It’s leading the charge.
With Google searches for the Hugo Spritz skyrocketing by +122% in 2024 alone, it’s clear drinkers are craving something new — something fresh, floral, and undeniably chic. The Hugo Spritz, with its sparkling, botanical profile and easy elegance, is stepping into the spotlight as the cocktail of the summer.
Emma Fox, Global Vice President of St-Germain, couldn’t agree more: “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.”
Sophie Turner: Spritz Icon, Summer Muse
One of the campaign’s driving forces is the continued partnership with Sophie Turner — and for good reason. “Bringing Sophie back for the next chapter felt like the natural next step. She embodies that effortless elegance and playfulness that’s at the heart of St-Germain,” says Stacy Saltiel, Brand Director of St-Germain. “This summer, she’ll be everywhere — from chef collabs to IRL experiences — reminding everyone that modern luxury doesn’t have to be complicated. It can be fun, fresh, and simple.” Whether she’s behind the bar or popping up at a terrace near you, Sophie’s presence captures the carefree spirit of the season and reflects the ease and charm of the Hugo Spritz itself.
Sophie Turner, Bartender-In-Chief
For Sophie, the partnership is all about fun, flavor, and leaning into a lifestyle that doesn’t take itself too seriously.
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. I might not be a chef, but when it comes to making the perfect drink, I’ve definitely found my signature – the ST-GERMAIN Hugo Spritz.
Cheers to that.
A Taste of Joyful Living, Worldwide
From the sun-drenched shores of St. Tropez to the glamorous peaks of Cannes and the postcard beauty of the Amalfi Coast, St-Germain is bringing its sparkle to the most coveted destinations on the planet. In the U.S., the brand is setting up shop at the coolest venues, festivals, and terraces — turning everyday moments into elevated celebrations.
No matter where you are, if you’ve got a spritz in hand and a breeze on your skin, you’re living the St-Germain way: effortlessly, joyfully, and with just the right amount of fizz.
Make Your Own Hugo Spritz
Want to join the spritz renaissance? Here’s Sophie’s go-to recipe:
The St-Germain Hugo Spritz Ingredients:
- 1 ½ oz St-Germain elderflower liqueur
- 2 oz prosecco
- 2 oz sparkling water
- Mint sprig & lime wedge for garnish
Instructions:
Add ice to a wine glass. Pour in the St-Germain, followed by prosecco and sparkling water. Stir gently. Garnish with a mint sprig and a wedge of lime. Sip, smile, and repeat all summer long.
Get Ready to Sip Into Something Fresher
With Sophie Turner leading the charge and St-Germain putting the sparkle in every glass, Summer 2025 is shaping up to be the season of the spritz. So whether you’re dancing on a terrace, toasting at a beachside brunch, or just looking to treat yourself to a moment of joie de vivre — you know what to pour.
Watch the campaign. Share the spritz. And sip into something fresher.
Santé!
Follow along at @StGermainDrinks and @SophieT to catch every sunlit moment.
Credits: Director: Kevin Phillips, Producer: Brendan McHugh, DP: Kevin Phillips, Production Designer: Inès Marty Monzon, Wardrobe Stylists: Emily Morrison, Makeup Artist: Brooke Turnbull, Nails: Samia KASSA, Hair Stylist: Christian Wood, Creative Agencies: Nike Communications + BBDO
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