The News
ST-GERMAIN launched a global campaign featuring actress Sophie Turner set on the French Riviera. The campaign includes a short film where she enjoys a beach day and a ST-GERMAIN Spritz despite unexpected weather changes. The film, directed by Sophie Edelstein and created with NCA London, debuts globally on May 7 across streaming platforms and digital channels.
I’m looking at ST‑GERMAIN’s third‑year summer campaign featuring Sophie Turner on the French Riviera to understand how a global brand can use a high‑profile creative push to shape shelf placement and logistics.
On 7 May 2026, the company announced a short film starring Turner that will appear on streaming platforms—Netflix, Disney/Hulu, Amazon Prime, Peacock, and other digital outlets. Google data confirm a broader trend: worldwide searches for the Spritz rose 20 % in 2025, while Hugo Spritz increased 58 %. The global aperitivo market is worth roughly $60 bn and growing 8 % annually.
To turn demand into shelf presence, ST‑GERMAIN has launched the “Riviera Club” pop‑up in Cannes from July to August 2026. For operators, the activation demonstrates two key points: it anchors brand recognition in a high‑traffic area and provides distributors with real‑world data on positioning light cocktails during peak summer demand without displacing existing brands.
Strategic takeaways for trade
Plan off‑premise inventory around the Spritz trend. The 20 % rise in searches, coupled with category growth, indicates venues will pull more of this lighter offering in July and August. Distributors should monitor sales velocity and consider allocating additional shelf space or promotional resources to the Spritz line.
Use Riviera Club as a controlled test for packaging changes. Because the pop‑up is a closed environment, operators can experiment with bottle sizes or limited‑edition labels that might later go into wholesale channels. Tracking customer flow, average spend per guest, and product mix will help decide whether those tweaks have broader appeal.
Keep other SKUs in perspective. The campaign centers on the Spritz concept; it may not automatically lift demand for the full portfolio unless further evidence indicates a wider shift.
Treat fashion partnership as a perception cue, not an immediate sales engine. ST‑GERMAIN’s forthcoming collaboration later in summer 2026 emphasizes that the spritz experience extends beyond the glass to style and attitude—strengthening brand image among consumers who may then increase demand for the drink at bars and at home.
Original Press Release
New short film sees the actress turn an interrupted beach day into a moment of delight, as she enjoys a ST-GERMAIN Spritz with friends
HAMILTON, Bermuda, May 7, 2026 /PRNewswire/ – ST-GERMAIN Elderflower Liqueur today launches a new global campaign set on the French Riviera, featuring actress and collaborator Sophie Turner and centered around simple moments of delight.
At the heart of the campaign is a new short film featuring Sophie enjoying a beach day with friends. When the weather takes an unexpected turn, she doesn’t let it disrupt the moment. Instead, she finds a way to chase the clouds away before enjoying a ST-GERMAIN Spritz as the sunshine returns.
Directed by Sophie Edelstein and created in partnership with NCA London, the film debuts globally on May 7 across streaming platforms including Netflix, Disney, and Peacock Premier, and across digital and social channels, with additional behind-the-scenes content rolling out throughout the summer.
“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.”
The campaign lands as the spritz continues to grow in popularity globally, with drinkers increasingly favoring lighter, fresher tasting options suited to relaxed, social occasions. Google search volume reflects this shift, with interest for the ST-GERMAIN Spritz increasing +20% worldwide in 2025, and interest in its Italian cousin, the Hugo Spritz, rising +58% globally*. Search demand peaks during the spring and summer “spritz season,” highlighting its growing appeal as a go-to drink for the warmer months.
“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.”
The campaign kicks off a summer-long programme of activity from the French aperitif brand, which will be amplified by creators globally, sharing their own ST-GERMAIN moments throughout the season. A series of activations and pop-ups will bring the Riviera-inspired spirit of the campaign to life across key locations worldwide, turning everyday occasions into “Delightful Escapes.”
At the heart of these experiences is the ST-GERMAIN “Riviera Club” pop-up in Cannes, where guests can escape 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, showing that the ST-GERMAIN Spritz isn’t just about what’s in your glass - it’s about how you arrive and the effortless flair you bring to any occasion.
Find the full ST-GERMAIN Spritz recipe below and visit the website or follow @StGermainDrinks and @SophieT on Instagram to explore more from the campaign.
The ST-GERMAIN Spritz Recipe
Ingredients:
2 oz Sparkling Wine
2 oz Sparkling Water
1 1/2 oz ST-GERMAIN elderflower liqueur
Mint sprig & lime wedge for garnish
Directions: Add ice into a ST-GERMAIN Spritz glass or wine glass. Pour 2 oz Prosecco and 2 oz soda water, and top with 1 1/2 oz of ST-GERMAIN Elderflower Liqueur. Stir the drink to combine all the ingredients and garnish with a mint sprig and lime wedge.
Sources consulted (web research):
- Sophie Turner Brings A Little Summer Magic To The Riviera With St Ger…
- Sophie Turner Returns To Sell St Germains Summer Spritz
- Sophie Turner French Riviera St Germain
- St Germain Sophie Turner Delight In Life Campaign
- Sophie Turner Returns For St Germain Summer Campaign
Source: BevNET