St-Germain

The joyful decadence of a liqueur made from 1,000 elderflowers

Bacardi was launching St-Germain—the world’s first French elderflower liqueur—and wanted to do something big to get people talking. Via our data-driven approach, we learned that 25% of drinking occasions occur during the day, which means that for those who strive to live life in full bloom, the day offers more enchantment than the dark. So in a market where 42% of drinks ordered are bartender-recommended, we asked the question: “How do we get the world’s most influential bon vivants to create a buzz?” Based on this insight, we came up with the idea of “Maison St-Germain: where day-life blooms.”

Inspired by the decadent parties of the 1920s, guests stepped inside a deconstructed French chateau and into a mesmerizing and surreal floral fantasy with photo opportunities organically integrated into every moment. Debuting at The Battery in New York City and reimagined for Los Angeles at Little Beach House Malibu, Maison St~Germain inspired thousands of Bon Vivants coast-to-coast to savor and share the glamourous “joie de vivre” of life in full bloom. The largest launch event in Bacardi’s history, it was a techno-botanical fantasy with electroluminescent floral decor, the controlled scent of elderflowers and exotic tasting sessions. Because of our event, St-Germain achieved the largest reach and engagement ever with 800 million press impressions, 20 million influencer reach, 115 million shareable social impressions and 74 press hits.