Sophie Turner, St-Germain Reunite To Promote The Hugo Spritz

Forbes

21-05-2025

St-Germain's advertising campaign with actress Sophie Turner is extending for a second consecutive summer, as the elderflower liqueur brand continues to champion the Hugo spritz cocktail.
The 'Sip Into Something Fresher' creative campaign featuring Turner will run on social channels including TikTok and Instagram and feature culinary content that showcases the actress developing her cooking skills. St-Germain says the campaign will run throughout the summer months.
St-Germain says it extended the relationship with Turner because it was so pleased with the results from last year's campaign featuring the Game of Thrones and X-Men actress. The content starring Turner helped lift sales for St-Germain and generated 10 million views across TikTok, Instagram and other social channels. Google search volume for the St-Germain spritz and the Hugo spritz grew by 49% and 122%, respectively, in 2024 versus the prior-year period.
'We really felt there was another chapter to tell,' Emma Fox, global VP for St-Germain and Martini vermouth, tells me during a virtual interview. 'Everything just felt right: from her as a partner, to the momentum of the story….it just felt like a logical next step in our partnership together.'
Most actors that appear in alcohol advertising campaigns tend to only be featured once before the brand moves onto a different campaign concept. But there are a few notable longer relationships between liquor brands and celebrities, including the years-long collaboration between Lagavulin Scotch whisky and Parks and Recreation actor Nick Offerman and Oscar-winning actor Matthew McConaughey's work with Wild Turkey bourbon.
Fox, who was on set with Turner a few weeks ago, says that St-Germain saw 'a wonderful response from consumers, from Sophie's fan base, and they really, really enjoyed the whole kind of lighter, fresher outlook on life, the rom-com kind of creative that we played into.' St-Germain says it also helps that Turner is actually a genuine fan of the brand.
'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,' says Turner in a statement. 'I'm excited to finally show off my bartending skills in this summer's sequel and, whilst I might not be a chef, when it comes to making the perfect drink, I've definitely found my signature – the St-Germain Hugo Spritz.'
Most of the advertising focus will center on promoting the Hugo spritz, an elderflower liqueur-based cocktail that was created by Italian bartender Roland Gruber in 2005, two years before the debut of St-Germain. But St-Germain, which was acquired by liquor giant Bacardi in 2013, has been perhaps the biggest proponent of the cocktail that mixes elderflower liqueur with prosecco, sparkling water and mint sprig and lime wedge for garnish.
'We'll be pushing mainly through the spritz through the summer,' says Fox, who acknowledges that American consumers have enjoyed St-Germain in other ways, including featuring it in a margarita. 'We also know when consumers get the drink, get the bottle at home, they tend to start to experiment.'
The brand's recent in-person activations have included an appearance at last year's Milan Design Show and on the drink menus of this year's Barcelona and Italian Open pro tennis tournaments in Europe. Throughout this summer, St-Germain will also be available at music and food festivals and appear in a riviera-inspired pop-up at Nordstrom's flagship New York City store and more than 200 other terraces across the U.S.
'We're starting to do more showing up in summer cultural moments,' says Fox.