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By Audrey Kemp, LA Reporter

July 8, 2024 | 3 min read

The Game of Thrones star seeks a fresh summer romance in a charming new ad promoting the St-Germain Hugo Spritz.

St-Germain, an elderflower liqueur owned by Bacardi, has turned up the summer heat with its dazzling new campaign, ‘Spritz Up Your Summer,’ starring British actor Sophie Turner.

The fun and flirty commercial showcases the St-Germain Hugo Spritz, a refreshing summertime cocktail that’s perfect for any sunny getaway.

Directed by Lizzy Born, known for her work with Grey Goose and Dolce & Gabbana, the rom-com-inspired spot transports viewers to the picturesque South of France. Sophie Turner, in search of something “fresh” during her holiday, finds herself at a charming bar, exchanging flirtatious glances with a handsome bartender who offers her a St-Germain Hugo Spritz.

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The St-Germain Hugo Spritz has become a global sensation, beloved for its light and bright taste. Made with St-Germain elderflower liqueur, prosecco and soda water and garnished with a mint sprig and lime wedge, it’s no wonder this cocktail has taken over TikTok and Google as one of the most searched drinks. According to Nielsen data, its popularity has skyrocketed, making it a must-try for cocktail enthusiasts everywhere.

“Sophie was the obvious choice for this campaign, as her refreshing charm and style embody the sweeter, brighter and lighter taste of the St-Germain Hugo Spritz. Our team is honored to be partnering with the global star to feature in a joyful, playful content series that spotlights the cocktail and its qualities,” said Emma Fox, global vice-president of St-Germain.

“This campaign marks the beginning of a new phase for St-Germain. As the Spritz becomes one of the top 10 most ordered cocktails according to Nielsen, we’re excited to see how the new campaign and collaboration with Sophie will inspire even more people to try the sweeter, lighter tasting, and brighter Spritz.”

Also, from July 17 to 21, the brand will host the Spritz Counter at the iconic Bergdorf Goodman in New York City. This pop-up experience on the beauty floor will offer guests a refreshing taste of the St-Germain Hugo Spritz, providing a chic escape from the bustling city and a chance to enjoy the cocktail while overlooking Central Park.

Nike Communications and BBDO New York led the campaign, which launches today and will be featured on Sophie Turner and St-Germain’s social channels.

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