St~Germain
Some cocktails belong to a season. Others have the potential to define an occasion, wherever it takes you.
Amplified established the St~Germain Spritz as more than a refreshing cocktail, positioning it as a signature serve for the social moments that bring people together, from snow-covered mountain peaks to sun-soaked coastal escapes. We set out to connect the brand to the cultural experiences shaping how consumers gather, celebrate and socialize, creating a multi-market experiential platform that moved seamlessly between après-ski culture, music, hospitality and culinary discovery.
Making Every Season Spritz Season
At the heart of the strategy was Aspen, where St~Germain became part of the mountain town's coveted après-ski scene. A season-long takeover of Eleven212, perched 11,212 feet above sea level, transformed an iconic alpine destination into the St~Germain Spritz Chalet. Against a backdrop of mountain views, live music and elevated hospitality, the brand became part of the après-ski ritual, creating a natural connection between the cocktail and the culture surrounding it.
That connection extended into Palm Tree Music Festival Aspen, where world-class music met mountain luxury. Through a custom bar experience and social-first moments, Amplified brought the St~Germain Spritz into the heart of the festival, connecting the brand to a highly engaged audience and extending its presence beyond the slopes.
Meanwhile, more than 2,000 miles away, the story continued under the Miami sun. At the South Beach Wine & Food Festival, St~Germain traded alpine views for ocean breezes, bringing its signature spritz to one of the country's most celebrated culinary gatherings. An elevated cocktail experience introduced the serve to food and beverage enthusiasts, industry tastemakers and consumers, reinforcing its versatility across climates, cultures and occasions.
From 4-degree mountain days to 73-degree afternoons on the Miami coast, the program demonstrated that the right cocktail doesn't need to be defined by the season. It needs to be connected to the moment. Across three partnerships, the platform exceeded its audience reach target by 46% while delivering a reported cost per trial 30% below the program benchmark.
Ultimately, Amplified helped St~Germain make the spritz more than a seasonal favorite, embedding it into the cultural occasions that matter and proving that wherever the season takes you, there's always a reason to spritz.
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