If you didn’t catch it last year, St-Germain made waves across the globe with its Spritz Up Your Summer campaign that resulted in 410+ press hits, 157M social impressions, and a +26% uptick in NAM off-premise sales. This year, Sophie Turner has reprised her role with a sequel, showcasing her culinary talents (or lack thereof), as she invites spritz lovers everywhere to embrace the beauty of living lightly and the effortless elevation of the St-Germain Hugo Spritz. This year’s 360 campaign blends cinematic storytelling, culinary collaborations, influencer content, and in-real-life experiences to illustrate how to elevate a drinking occasion with the St-Germain. 

Key moments in the campaign include a new short film featuring Sophie showcasing her bartending skills as she effortlessly crafts a light and bright St-Germain Hugo Spritz for a mystery date on the way. With her wit—and a playful lack of culinary prowess—she elevates the moment with her signature cocktail while relying on the experts for the meal. The campaign also includes a 30-second cocktail “how-to” video, where Sophie demonstrates how to create the perfect St-Germain Hugo Spritz. 

Throughout the summer, culinary-focused content partnerships with food creators will roll out across social media, pairing Sophie’s cocktail-making expertise with flavorful recipe inspiration. Additionally, St-Germain will host La Terrasse pop-ups across the country, including a French Riviera-inspired terrace at Nordstrom NYC (open May 24–September 30), as well as spaces at 1 Hotel Brooklyn, Monarch Lounge, Ainslie, and more. These activations invite guests to enjoy the iconic St-Germain Hugo Spritz, sample a curated menu of Sophie’s favorite bites, and embrace the beauty of living brightly.

Image courtesy of Nike Communications