The makers of St-Germain elderflower liqueur are seeking to make the spirit’s signature cocktail, the Hugo spritz, a year-round staple rather than just a seasonal summer star.

The Hugo spritz was originally concocted in 2005, mixing St-Germain with prosecco and soda water and garnished with a sprig of mint and a lime wedge. For most of its existence, this drink remained a popular staple only on the European continent, according to St-Germain.

But last year, the brand claims it received a boost after food influencers and TikTokers named the Hugo spritz the summer drink. In 2024, to broaden the appeal of the Hugo spritz, St-Germain is relying on an advertising campaign featuring Game of Thrones actress Sophie Turner, with an increased emphasis on advertising on social networks like TikTok and Instagram and highlighting seasonal fall and winter-themed cocktails that feature ginger ale, sparkling rosé or a hint of cinnamon. The purveyors of the Hugo spritz are making a big effort to continue the momentum the cocktail achieved last year.

Take inspiration from the call of Aperol

The rapid growth of St-Germain, particularly popular with sophisticated mixologists, has attracted the attention of liquor giant Bacardi, which makes its namesake rum, Dewars Scotch whiskey and Patrón tequila. Bacardi purchased St-Germain in 2013stating that the brand was among the fastest growing spirits brands sold in the United States at the time.

But it took years for St-Germain to find success with a “champion” cocktail that could please both bartenders and the general public. This is partly inspired by the Aperol spritz, which was around for over a century but it didn’t really take off until years after Italian liquor giant Campari bought Aperol in 2003.

In both cases, social media was a key ingredient that took cocktails to stratospheric heights. The Aperol spritz has put a lot of effort into marketing on Instagram and has capitalized on pop culture with notable appearances in hit movies and TV shows like The White Lotus.

Stacy Saltiel, St-Germain brand director, attributes the current popularity of the Hugo spritz to American international travelers. “People are traveling to Italy and the south of France and discovering the St-Germain Hugo spritz,” Saltiel explains in a Zoom interview. “They go home and share it on TikTok and Instagram.”

Hollywood star helps expand Hugo Spritz’s reach

That’s the feeling St-Germain sought to evoke with a recent ad campaign featuring Turner. “I’m looking for something different, fresh and fun,” the actress says in a advertising spot which was launched this summer. And separately, on Instagramshares Turner, “There’s only one man I would fly for in the south of France. First name, Hugo, last name, Spritz.

“She’s literally a goddess,” says St-Germain brand ambassador Julian Arreola. Forbes during a virtual interview. “A perfect manifestation of everything that embodies both St-Germain and the Hugo Spritz, which is that lighter, brighter, refreshing, fun and sassy personality.”

In recent weeks, Arreola says the Hugo spritz is featured in up to a third of all drink videos including spritzes on TikTok. Saltiel, meanwhile, shares that the brand is seeing an increase in online search queries and purchases from consumers tracked by Nielsen.

“Consumers are really telling us they see this as a light, bright, fresh cocktail,” Saltiel says.

Hugo Spritz strives to extend its popularity beyond summer

This represents both a challenge and an opportunity for St-Germain. Elderflower has a fruity aroma and flavors of peach, pear and citrus. This corresponds to the American palace and its famous gourmandbut also tends to evoke the summer season.

St-Germain hopes to make the Hugo spritz cocktail a year-round hit. Variants the brand is promoting this fall and for the upcoming holiday season include St-Germain Ginger Spice and Winter Garden Spritz, in flavors like cinnamon and white peach, meant to evoke Thanksgiving and Christmas.

Here’s how to prepare them at home:

St-Germain Spicy Ginger Spritz

Ingredients:

• 1 ½ ounces of St-Germain
• 2 ounces ginger ale
• 2 ounces of sparkling wine
• 4-6 mint leaves
• Grated cinnamon

Method: Build over ice and garnish with mint, orange, cinnamon stick and edible flower.

Spritz Winter Garden St-Germain

Ingredients:

• 1 ½ ounces of St-Germain
• ¾ oz of Gray Goose, white peach and rosemary essences
• 1 ½ oz sparkling rose
• 2 ounces of sparkling water
• Grated cinnamon

Method: Build over ice and garnish with rosemary and three peach slices.