• by Teresa Buyikian , Yesterday

A new campaign for St-Germain elderflower liqueur focuses on the sunny side of enjoying a spritz-filled summer. 

The campaign  stars actress Sophie Turner, best known for her role on HBO’s “Game of Thrones.”

Set on the French Riviera, the :60 short film, seen here, shows Turner luxuriating at a beach club on the sand with her friends. Clouds suddenly darken the sky, thus putting a damper on the group’s sunbathing. Turner takes charge of the situation, casually blowing the clouds away by exhaling before getting back to enjoying St-Germain Spritzes as the sunshine returns.

“Summer is all about simple, shared moments, and we're seeing more people lean into relaxed, effortless ways of socializing,” said Emma Fox, global vice president of St-Germain, in a press release. “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.”

The short film was created in partnership with NCA London and directed by Sophie Edelstein, known for her work in fashion and commercial film with brands such as Gucci and Chanel. The film runs globally on streaming platforms such as Netflix, Disney and Peacock Premier, as well as across digital and social channels. Additional behind-the-scenes content will roll out via St-Germain socials throughout the summer.

The campaign heavily touts the St-Germain Spritz, made with sparkling wine, sparkling water and St-Germain with a mint sprig and lime wedge as garnish, which the brand says has grown in global popularity as drinkers “increasingly favor lighter, fresher tasting options suited to relaxed, social occasions.” The brand cited Google search volume that reflects this shift, with interest for the St-Germain Spritz “increasing +20% worldwide in 2025,” with search demand peaking “during the spring and summer ‘spritz season,’ highlighting its growing appeal as a go-to drink for the warmer months.”

The new campaign serves as a kick off for a summer of brand activations, highlighted by  the St. Germain “Riviera Club” pop-up in Cannes during July and August. Additional themed pop-ups will take place at popular locations worldwide.