GREY GOOSE Pairs Up with The Devil Wears Prada 2 and Heidi Klum for a Fashion-Fueled Cocktail Campaign
Just when you thought Miranda Priestly’s legendary coffee order couldn’t get any more iconic, GREY GOOSE has entered the chat.
The French vodka brand has officially partnered with 20th Century Studios’ highly anticipated The Devil Wears Prada 2, unveiling a global campaign that merges fashion, film, and cocktail culture into one gloriously chic package. And to help bring it all to life? Supermodel and Emmy-winning television personality Heidi Klum, who stars in an original content piece that struts straight into the world of the sequel.
The campaign, announced March 17, arrives more than 20 years after the original film cemented its status as a cultural phenomenon. With the sequel set to hit theaters May 1, GREY GOOSE is making sure fans have plenty of ways to toast the occasion—starting with a reimagined espresso martini called The Devil’s Roast.
The Devil’s Roast: Miranda’s Coffee Order, Elevated
For those who remember the original film, Miranda Priestly’s rapid‑fire coffee order was the stuff of legend. Now, GREY GOOSE has given it a caffeinated, cocktail‑centric upgrade.
- 1½ oz GREY GOOSE Vodka
- 1 oz Single Origin Espresso
- ¾ oz Coffee Liqueur
- A pinch of salt
- Garnished with three gold‑dusted coffee beans
The result is a cocktail that’s equal parts sophistication and runway‑ready energy. According to the brand, it’s designed to be “the ultimate fashion moment in a glass.”
Heidi Klum Takes Center Stage
Klum, no stranger to the intersection of fashion and pop culture, stars in an original content piece created in partnership with BBH USA. In the spot, she navigates the exacting world of Runway magazine with a Devil’s Roast in hand, drawing parallels between the precision of high fashion and the craftsmanship behind the cocktail.
“I’ve always loved how both fashion and film tell a story, and that same level of craft is exactly what makes this GREY GOOSE collaboration so special,” Klum said in a statement. “Joining the iconic The Devil Wears Prada 2 universe is just so fun and every look, every line, and every detail has to be just right. The Devil’s Roast cocktail is bold, sophisticated, and of course, stunning. I can’t wait for the fans to grab a glass and join the party!”
Pop‑Ups, Billboards, and Limited‑Edition Bottles
The partnership extends far beyond a single cocktail. GREY GOOSE is rolling out a multi‑platform campaign that includes:
- Immersive pop‑up experiences in New York City at Zuccotti Park (April 14, 21, and 23) and Manhattan West Plaza. Visitors can sample The Devil’s Roast paired with gold‑dusted popcorn for a cinematic twist.
- High‑impact out‑of‑home billboards bringing the film’s signature wit and fashion‑forward energy to city streets.
- A limited‑edition GREY GOOSE specialty box inspired by the film, available for purchase starting April 1 at select retailers nationwide.
- In‑theater activations at select theaters across the country when the film opens May 1, so audiences can sip Runway‑approved cocktails while watching the drama unfold.
International fans won’t be left out: UK activations will feature The Devil’s Roast on menus at premium bars and restaurants in London, while Canadian audiences can expect high‑impact media showcasing the signature cocktail.
For GREY GOOSE, the collaboration is a natural extension of its longstanding presence in the fashion industry. The brand has partnered with fashion titans and institutions for years, supporting events at Paris, New York, and London Fashion Weeks.
“GREY GOOSE has always lived at the intersection of culture and craftsmanship,” said Aleco Azqueta, Vice President of Global Marketing for GREY GOOSE. “Collaborating with The Devil Wears Prada 2 felt like a natural extension of that legacy. With our French heritage and longstanding connection to the world of fashion, we saw an opportunity to create something special for fans, celebrating the return of this iconic franchise with a cocktail that feels both timeless and modern.”
What to Expect from The Devil Wears Prada 2
Twenty years after the original film became a defining moment for a generation, Meryl Streep, Anne Hathaway, Emily Blunt, and Stanley Tucci are returning to the fashionable streets of New York City. The sequel, directed once again by David Frankel and written by Aline Brosh McKenna, also introduces new cast members including Justin Theroux, Lucy Liu, Kenneth Branagh, B.J. Novak, Simone Ashley, and more.
Produced by Wendy Finerman and executive produced by Karen Rosenfelt, Michael Bederman, and McKenna, The Devil Wears Prada 2 debuts exclusively in theaters May 1.
Until then, you can prepare by mastering The Devil’s Roast at home, keeping an eye out for the limited‑edition bottle, and maybe practicing your best Miranda Priestly stare. Because as Heidi Klum and GREY GOOSE make clear: in fashion (and cocktail culture), every detail has to be just right.
