- Sophie Turner and ST-GERMAIN have launched a new global summer campaign titled "Delight in Life," set on the French Riviera and centered on a short film directed by Sophie Edelstein.
- The campaign film debuted May 7, 2026, across Netflix, Disney, and Peacock Premier, with behind-the-scenes content rolling out through the summer.
- This marks Turner's third consecutive summer partnership with ST-GERMAIN, following the 2024 "Spritz Up Your Summer" and 2025 "Hugo Spritz" campaigns.
- The campaign extends beyond the film to include global creator activations, a "Riviera Club" pop-up in Cannes running July–August, and a forthcoming fashion collaboration with the brand.
ST-GERMAIN Elderflower Liqueur has launched its 2026 global summer campaign, “Delight in Life,” once again fronted by actress Sophie Turner.
The short film, shot on the French Riviera and directed by Sophie Edelstein in partnership with NCA London, shows Turner turning an interrupted beach day into a sun-soaked moment of joy, complete with a ST-GERMAIN Spritz in hand.
The campaign debuted globally on May 7 across streaming platforms including Netflix, Disney, and Peacock Premier, and will be amplified by creators worldwide throughout the season.
Google data showed a 20% increase in worldwide searches for the ST-GERMAIN Spritz in 2025, with interest in the Hugo Spritz rising 58% globally, a trend the brand is clearly looking to ride hard this summer.
This is Turner’s third summer running with the brand. She first fronted their “Spritz Up Your Summer” campaign in 2024, starring in a rom-com-inspired South of France spot created by Nike Communications and BBDO New York, before returning for a second campaign in 2025.
ST-GERMAIN has kept its celebrity ambassador strategy tight; Turner is the only major celebrity face the brand has deployed since pivoting to this approach in 2024. Beyond ST-GERMAIN, Turner’s other brand partnerships include Louis Vuitton and Wella Professionals.
On the career front, Turner is currently filming the new Tomb Raider TV series, playing Lara Croft, and recently wrapped the acclaimed British mini-series Joan (2024).
Just as Robert Pattinson brought cinematic edge to 1664 Blanc’s global campaign, Turner brings a similar “actress-as-lifestyle-ambassador” energy to ST-GERMAIN, a strategy that has become standard for premium spirits brands.
Grey Goose took an equally star-powered approach when Heidi Klum fronted their Devil Wears Prada-inspired campaign, signaling that the luxury spirits space is increasingly betting on high-wattage celebrity storytelling over traditional advertising.
Later this summer, ST-GERMAIN will also unveil a new fashion collaboration, showing that the brand’s vision extends beyond what’s in the glass to the effortless flair you bring to any occasion.
Takeaways
ST-GERMAIN and Sophie Turner are quietly building one of the most consistent celebrity-brand partnerships in the premium spirits space. Three campaigns in three years, each escalating in scale, shows Bacardi’s confidence in this pairing.
For Turner, it’s smart positioning: approachable luxury, European flair, and a brand narrative that fits her post-Game of Thrones reinvention. The addition of a fashion collaboration signals ST-GERMAIN is now thinking well beyond cocktails, it wants cultural cachet.
With three summer campaigns and counting, is Sophie Turner becoming the face of ST-GERMAIN the way some celebrities become synonymous with a single brand? As premium spirits brands lean harder into celebrity storytelling and Riviera aesthetics, does the “effortless summer” narrative still feel fresh, or is it becoming saturated?
