Bacardi's elderflower liqueur is teaming up with the Game of Thrones actress again to celebrate the Summer Spritz. Heading to the French Riviera.
If it ain't broke, don't fix it. St-Germain, the elderflower liqueur that has become a staple in glasses for a decade, has once again enlisted Sophie Turner to star in its global summer campaign. Titled Delight in Life, it focuses on simplicity, sunshine, and, of course, the Spritz.
Sophie Turner, Back on the French Riviera
At the heart of the campaign is a short film shot on the French Riviera. It features the British actress (known for her role as Sansa Stark and for her widely followed public commitments) enjoying a day at the beach with friends. When the weather turns, she finds a way to bring back the sunshine before savoring a St-Germain Spritz with her feet in the sand. It's light, it's feel-good, it's exactly what the brand aims to sell: an accessible, summery French art de vivre for everyone. Note that the campaign is intended for an international audience, not France, partly due to the Évin law.
"The St-Germain Spritz is my perfect partner for this summer: it's light, bright, refreshing, and captures the essence of the season," Turner said at the launch.
The Spritz: Still Going Strong
If St-Germain is banking so heavily on this format, it's no coincidence. The numbers speak for themselves: global searches for "St-Germain Spritz" increased by 20% in 2025 according to Google data. And its cousin, the Hugo Spritz, shows a 58% rise in global searches over the same period. The Spritz, in all its forms, is still the category to watch this summer.
A trend confirmed by a study published this week by Martini, another brand in the Bacardi portfolio. It reveals that one in five Europeans considers the Spritz to mark the true beginning of summer, and that half of those surveyed turn more towards lighter, more refreshing drinks as soon as the weather improves.
A Busy Summer for the Brand
The campaign isn't limited to the film. On the activation front, St-Germain has planned a full program for the season:
- A "Riviera Club" pop-up in Cannes throughout July and August, to bring the spirit of the campaign to life in one of the most iconic spots on the French Riviera.
- A series of events and ephemeral installations in key cities around the world, designed to transform everyday occasions into "delicious getaways".
- A still mysterious fashion collaboration, to be revealed during the summer: the brand promises it will illustrate how the St-Germain Spritz is also a matter of style and natural elegance.
For the British market, St-Germain has also launched a limited edition "100% chance of Spritz" umbrella with UV ink: a fun nod to the unpredictability of English weather and the resolutely optimistic tone of the campaign.
Elderflower in Network Mode
To amplify everything, the brand will rely on content creators invited to share their own St-Germain moments throughout the season. A participatory content strategy that is now well-established in the industry, allowing the campaign's reach to be multiplied without losing its authenticity.
It remains to be seen whether this 2026 edition will confirm the upward trajectory of the Spritz in consumers' summer habits. But with a muse of this caliber, a playground as glamorous as the Riviera, and such solid trend data, St-Germain approaches the summer season with serious assets in its favor.
