• by Teresa Buyikian , July 17, 2024

2024 may be the summer of the spritz. the Italian wine-based cocktail, commonly served as an apéritif across Italy, has now hit U.S. brunch establishments as another sparking mimosa alternative. Typically made with Prosecco, digestive bitters and soda water, the cocktail has dozens of variations like the Aperol or Campari spritz.

Liqueur maker St-Germain jumps on the spritz trend, with actress Sophie Turner ("Game of Thrones") urging viewers to “'Spritz Up Your Summer” with its new signature cocktail, the St-Germain Hugo Spritz. The elderflower liquor, which is technically a cordial, replaces the bitters in the classic spritz recipe.

The initial spot featuring Turner sees her in a bar in the idyllic South of France, ordering something “different, fresh and fun. I’m very particular,” but then tells the nervous bartender to “just go with it.” She explains flirtatiously that the drink has to be “bright, bubbly, the type that’s welcome at any party, sweet but not too sweet. Do you think I’m asking too much? Do you think I can find it?” “I think you already have,” replies the bartender, handing her the spritz. “I love a St-Germain Hugo Spritz,” she says in response.

"This campaign marks the beginning of a new phase for St-Germain,” said Emma Fox, global vice president of St-Germain, in a release. “As the Spritz becomes one of the top 10 most ordered cocktails according to Nielsen, we're (looking forward) to see(ing) how the new campaign and collaboration with Sophie will inspire even more people to try the sweeter, lighter tasting, and brighter spritz."

The online campaign runs on YouTube as well as other social channels.