Sophie Turner Leads St-Germain’s Riviera Push With :60 Summer Film
sophie turner stars in a new St-Germain elderflower liqueur campaign set on the French Riviera, with a:60 short film built around a beach-club summer and the St-Germain Spritz. The release lands as the brand pushes its drink through streaming, social video and a Cannes pop-up later in the summer.
French Riviera beach club
The film puts Turner on the sand with her friends at a beach club, then has clouds darken the sky before she blows them away by exhaling and returns to her drink. That visual keeps the product front and center: the campaign is selling the St-Germain Spritz as an easy summer serve, not just a lifestyle image.
Emma said, "Summer is all about simple, shared moments, and we're seeing more people lean into relaxed, effortless ways of socializing," in a press release. Fox also said, "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."
Netflix Disney Peacock Premier
The short film was created with NCA London and directed by Sophie Edelstein, then distributed globally on streaming platforms including Netflix, Disney and Peacock Premier. That gives the campaign a wider reach than a standard social spot and puts Turner in a piece designed to travel across premium screens rather than sit only on brand channels.
St-Germain said interest in the St-Germain Spritz increased 20% worldwide in 2025, and that search demand peaks in spring and summer spritz season. The drink itself is positioned as sparkling wine, sparkling water and St-Germain, garnished with a mint sprig and lime wedge, which makes the campaign feel built for a category where presentation and seasonality do as much work as the recipe.
Cannes in July and August
The campaign also kicks off a summer of brand activations, with behind-the-scenes content rolling out on St-Germain socials throughout the season and the St. Germain Riviera Club pop-up in Cannes set for July and August. Additional themed pop-ups are slated for popular locations worldwide, so the film is only the first piece of a broader sales push.
Turner’s value here is simple: she gives the brand a recognisable face for a product that is trying to own a specific warm-weather drinking occasion. If the global streaming rollout and Cannes activations work together, St-Germain is not just advertising a spritz — it is building a summer retail moment around one.
