Bacardi is set to push both the French provenance and the spritz-serve credentials of its St-Germain liqueur in a marketing tie-up with actor Sophie Turner.
The marketing activity, ‘Spritz Up Your Summer’, sees Turner promote the St-Germain Hugo Spritz, which mixes the elderflower liqueur with prosecco and soda water. A 1:11 ad fronted by the Game of Thrones actor has started appearing on “various social (media) and online video channels”, according to the brand owner.
“This campaign marks the beginning of a new phase for St-Germain,” said the brand’s global VP, Emma Fox. “As the Spritz becomes one of the top ten 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.”
Launched in 2007, elderflower-based St-Germain is named after the Parisian district of Saint-Germain-des-Prés and has an ABV of 20%.
Back in January, Bacardi upped its stake in Teeling Whiskey Co, moving to majority control of the Irish whiskey business.
