Dee Sargeant
Sophie Turner is fronting a new global ST-GERMAIN campaign set on the French Riviera, bringing a breezy dose of sunshine, spritz culture and old-school summer glamour to the elderflower liqueur brand’s latest push.
The campaign centres on simple moments of delight, which sounds suspiciously like something we could all use more of — preferably with good company, warm weather and nobody asking whether the group chat has chosen a restaurant yet.
At the heart of the campaign is a new short film showing Turner enjoying a beach day with friends. When the weather takes a turn, she refuses to let a few moody clouds spoil the party. Instead, she finds a way to bring the sunshine back before settling into a ST-GERMAIN Spritz as the Riviera glow returns.
A Beach Day, A Spritz And A Very French Kind Of Escape
“This summer I will be escaping to the French Riviera with ST-GERMAIN. Filming on my new project has been fun and intense, so I am looking forward to hanging out with friends and enjoying a simple summer there,” says Sophie Turner. “The ST-GERMAIN Spritz is my perfect partner for that – it’s light, bright and fresher tasting, and captures the essence of summer, whether you’re on a beach far away, or just embracing being carefree at home.”
It is a neat fit. Sophie Turner brings the star power, the Riviera brings the postcard setting, and ST-GERMAIN supplies the sort of drink that looks as though it should be served somewhere with striped parasols and waiters who can judge your sunglasses in three languages.
But the campaign is not just selling the fantasy of Cannes in July. Its sharper point is that summer pleasure can be simple: friends, a glass, a little sparkle, and the collective decision not to let the weather behave like an unpaid extra in a disaster film.
Why The Spritz Is Still Having Its Moment
The campaign lands as the spritz continues to surge globally, with drinkers increasingly favouring lighter, fresher-tasting serves suited to relaxed social occasions.
According to figures shared by ST-GERMAIN, Google search interest for the ST-GERMAIN Spritz rose by 20% worldwide in 2025, while interest in the Hugo Spritz increased by 58% globally.
That is not just a cocktail trend. It is a shift in how people want to drink during the warmer months: less ceremony, more sociability; fewer complicated serves, more easy conversation.
Search demand peaks during spring and summer, which neatly explains why ST-GERMAIN is leaning into the season with Turner, the Riviera and a campaign designed to feel as light on its feet as the drink itself.
ST-GERMAIN Leans Into Effortless Socialising
“Summer is all about simple, shared moments, and we’re seeing more people lean into relaxed, effortless ways of socializing” says Emma Fox, Global Vice President of ST-GERMAIN. “With Sophie, we wanted to bring that to life and show that, rain or shine, any of us can be the hero of cocktail hour with a ST-GERMAIN Spritz.”
That “rain or shine” line is doing plenty of work. It gives the campaign its charm because it acknowledges a universal truth: summer rarely behaves as well as it looks in adverts.
There is always a cloud, a late train, a forgotten towel, or someone who insists they “know a shortcut”. ST-GERMAIN’s answer is not to chase perfection, but to make the moment feel worth keeping anyway.
Cannes Pop-Up Brings The Riviera Mood To Life
The campaign begins a summer-long programme of activity from the French aperitif brand, with creators around the world sharing their own ST-GERMAIN moments throughout the season.
A series of activations and pop-ups will bring the Riviera-inspired campaign to key global locations, turning everyday occasions into what the brand calls “Delightful Escapes”.
The centrepiece is the ST-GERMAIN Riviera Club pop-up in Cannes, where guests will be able to step out of the everyday and enjoy a perfectly crafted ST-GERMAIN Spritz throughout July and August.
Later this summer, ST-GERMAIN will also unveil a new fashion collaboration, extending the campaign beyond the glass and into the broader theatre of summer style.
A Campaign With Just Enough Sparkle
The Sophie Turner campaign works because it does not try to make the spritz sound more complicated than it is. It is not a lecture in aperitif culture or a sermon from the church of lifestyle branding.
It is a sunny, well-cast campaign built around a simple idea: summer is better when shared, and even better when nobody lets a passing cloud ruin the occasion.
For ST-GERMAIN, that gives the brand a neat seasonal story. For Sophie Turner, it offers a Riviera escape with a touch of playfulness. And for the rest of us, it is a reminder that cocktail hour, like a good summer, does not require perfection — just timing, company and a little willingness to enjoy the moment.