If the surging popularity of the Hugo Spritz in the US and UK markets is any indication, it’s going to be a steamy summer for St-Germain sales in Australia.

For the first time in history, more people are Googling “St-Germain Spritz” and its Italian cousin “Hugo Spritz” in the UK than “Aperol Spritz”.

Google search volume shows interest in the St-Germain Spritz increased +20% worldwide in 2025, while interest in the Hugo Spritz, rose +58% globally. 

The floral spritz that’s captivated the world highlights St-Germain, made with fresh, handpicked elderflowers from France. Combined with sparkling wine, soda water, mint and lime, it creates a bright cocktail that is elegant but simple to make at home.

St-Germain global brand ambassador Franck Dedieu said: “The Hugo Spritz has become the drink of the summer because it captures exactly how people want to socialise now. It’s lighter tasting and easy to enjoy over long lunches, garden gatherings and relaxed early-evening drinks that feel effortless but still special.

The Hugo Spritz, which originates from the Italian Alps, took off in the US following the uptick of Americans travelling to Europe after the pandemic.

UK sales of Bacardi-owned St-Germain more than doubled in the 12 months to March 2026.

Over the past three months, St-Germain sales rose 40% in the United States, while Aperol was -4%. In the UK, St-Germain grew 46%, compared to 10% for other spritz brands.

Game of Thrones actor Sophie Turner is the face of St-Germain’s current marketing campaign.

“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,” she said.

“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.”

“Summer is all about simple, shared moments, and we’re seeing more people lean into relaxed, effortless ways of socializing,” said 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.”

St-Germain Spritz recipe

2oz sparkling wine
2oz sparkling water
1 1/2 oz St-Germain elderflower liqueur
Mint sprig & lime wedge for garnish

Directions: Add ice into St-Germain Spritz glass or wine glass. Pour 2 oz Prosecco and 2 oz soda water, and top with 1 ½ oz of St-Germain Elderflower Liqueur. Stir the drink to combine all the ingredients and garnish with a mint sprig and lime wedge.