Sophie Turner is back behind the bar—and this time, she’s not just playing the part. In the highly anticipated sequel to last year’s rom-com-inspired campaign for ST-GERMAIN® Elderflower Liqueur, the actress and international style icon steps into a new role as unofficial bartender, proving that crafting the perfect summer spritz is as effortless as it is elegant.
Marking the second year of her global partnership with the brand, Turner’s 2025 campaign celebrates the ST-GERMAIN Hugo Spritz as the must-have cocktail of the season. Light, floral, and undeniably chic, this elderflower-infused twist on the traditional spritz is quickly becoming a modern classic.
“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,” said Turner.
“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.”Sophie Turner, Award-Winning Actress
The ST-GERMAIN Hugo Spritz isn’t just a fleeting trend—it’s fast becoming a staple on cocktail menus worldwide. In 2024 alone, Google searches for the drink surged by 122%, signaling a growing appetite for lighter, more aromatic aperitifs. Ranked the #3 most popular cocktail in the U.S., the spritz remains a summer essential, and ST-GERMAIN’s floral-forward variant brings a distinctly refined edge.
1½ oz ST-GERMAIN elderflower liqueur
2 oz MARTINI prosecco
2 oz sparkling water
Garnish with a mint sprig and lime wedge
Poured over ice in a wine glass, it’s a drink designed to turn everyday occasions into something worth lingering over.
The campaign’s reach extends far beyond the short film. This summer, ST-GERMAIN is bringing its signature blend of whimsy and elegance to high-profile activations across the globe. Guests can expect to find the brand at some of Europe’s most exclusive destinations—from the terraces of St. Tropez and Cannes to the cliffside charms of the Amalfi Coast. In the U.S., ST-GERMAIN will host immersive pop-ups at stylish venues around the country, complete with curated menus featuring Turner’s favorite bites.
In New York, a “La Terrasse” pop-up at Nordstrom’s flagship will invite guests to experience a taste of the Côte d’Azur, no passport required. The campaign also includes a series of digital collaborations with top culinary personalities, exploring how the spritz can pair effortlessly with summer’s freshest dishes.
“We were thrilled to see how last year’s campaign resonated with audiences, much like the continued rise of the ST-GERMAIN Hugo Spritz, which has grown year-over-year from trending cocktail to summer menu favorite,” said Emma Fox, Global Vice President of ST-GERMAIN. “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. We’re excited to unveil the next chapter of this campaign and inspire even more people to elevate their drinking occasions with the ST-GERMAIN Hugo Spritz.”
Turner’s latest campaign doesn’t just sell a drink—it sells a mood: a carefree sophistication steeped in European sensibility. With every spritz poured, the ST-GERMAIN campaign champions the art of slowing down, savoring the moment, and embracing a lighter, more joyful approach to summer.
As audiences continue to seek refined alternatives to heavy cocktails, the Hugo Spritz emerges as the perfect answer—effervescent, aromatic, and effortlessly elevated. And with Sophie Turner leading the way, ST-GERMAIN proves once again that when it comes to summer sipping, fresher really is better.