St-Germain has launched a new campaign for its elderflower liqueur with Sophie Turner at the center, turning a French Riviera beach club into the setting for a summer sprint toward spritz season. The:60 film opens on the sand with Turner and her friends before dark clouds roll in, only for the actor to blow them away with a breath and bring the sunshine back.
The spot is built to sell the St-Germain Spritz, the brand’s mix of sparkling wine, sparkling water and St-Germain finished with a mint sprig and lime wedge. Emma said summer is about simple, shared moments and that more people are leaning into relaxed, effortless ways of socializing. She added that with Turner, the brand wanted to show that, rain or shine, “any of us can be the hero of cocktail hour with a St-Germain Spritz.”
The campaign arrives as the brand says interest in the drink is rising, with search demand for the St-Germain Spritz up 20% worldwide in 2025 and peaking in the spring and summer spritz season. That matters now because St-Germain is using the moment to frame the drink as a warmer-weather staple, not just a bar menu add-on, and it is pushing the campaign across streaming platforms including Netflix, Disney and Peacock Premier as well as social media.
The film was created with NCA London and directed by Sophie Edelstein, giving it the polish of a short branded piece rather than a standard ad cut-down. St-Germain said additional behind-the-scenes content will roll out on its social channels throughout the summer, extending the campaign well beyond the first release.
There is also a physical push behind the digital one. The campaign kicks off a summer of brand activations, including a St. Germain Riviera Club pop-up planned for Cannes in July and August, along with additional themed pop-ups in popular locations around the world. The timing suggests the brand wants to keep the spritz in view through the months when lighter, fresher drinks tend to travel best at relaxed gatherings.
For St-Germain, the message is straightforward: the spritz is no longer being sold as a seasonal afterthought. It is being positioned as the drink of the moment, and Turner is the face helping the brand make that case across screens, socials and seaside pop-ups through the summer.
