Grey Goose & Heidi Klum Debut the Devil’s Roast Espresso Martini for The Devil Wears Prada 2

Grey Goose Vodka has launched a multi-channel marketing campaign tying the brand to the upcoming film The Devil Wears Prada 2. The global initiative - timed for the movie’s May 1, 2026 premiere - stars supermodel and TV personality Heidi Klum alongside Grey Goose’s “Devil’s Roast” cocktail (a branded Espresso Martini). According to press materials, the campaign “combines fashion, film and cocktail culture”. It features original video content (starring Klum), limited-edition packaging, in-theater activations and pop-up events. The aim is to reinforce Grey Goose’s image as a premium, fashion-forward vodka brand by tapping into the film’s stylish audience and storytelling.

Grey Goose’s new campaign blends its premium vodka with the fashion film universe, featuring Heidi Klum as a bridge between the brand and The Devil Wears Prada 2. Grey Goose’s messaging emphasizes the craftsmanship of both fashion and film. In campaign footage, Klum herself reflects on Runway Magazine’s exacting standards, drawing parallels between film fashion and the cocktail’s craftsmanship. Klum comments: “Both fashion and film tell a story, and that same level of craft is exactly what makes this Grey Goose collaboration so special… The Devil’s Roast cocktail is bold, sophisticated, and of course, stunning”. Her involvement adds authenticity (she even had a cameo in the original Devil Wears Prada film) and aligns Grey Goose with high-fashion credibility.

The centerpiece of the promotion is “The Devil’s Roast” - Grey Goose’s signature Espresso Martini with a dark coffee twist. This cocktail is explicitly positioned as a nod to Miranda Priestly’s famous coffee order in the first Prada film. (In game terms, it replaces the Starbucks latte with Grey Goose vodka, espresso and liqueur). According to the recipe released by Grey Goose, The Devil’s Roast is made with Grey Goose Vodka, single-origin espresso, coffee liqueur and a pinch of salt, shaken and garnished with three gold-dusted coffee beans. This visual garnish and the name “Devil’s Roast” tie directly back to the film’s iconography. By creating a thematic cocktail, Grey Goose gives fans a tangible way to experience the movie’s fashion vibe.

The campaign’s signature drink is The Devil’s Roast, a Grey Goose Espresso Martini adorned with gold-dusted coffee beans. Fans can sample it at branded pop-ups and promotional events. Consumers can try The Devil’s Roast at specially branded “Devil’s Roast” pop-up bars in New York City (scheduled April 14, 21 and 23 at Hudson Yards, Zuccotti Park and Manhattan West Plaza). Each pop-up pairs the cocktail with a playful snack (gold-dusted popcorn) and theatrical décor. In addition, select movie theaters nationwide will serve Grey Goose cocktails when Prada 2 opens on May 1. The US campaign also includes high-impact out-of-home billboards in New York and a limited-edition Grey Goose gift box (inspired by the film) sold at retailers from April 1. Similar activations will roll out in other markets: UK bars and events will feature The Devil’s Roast on menus, and Canadian media channels will spotlight Grey Goose film-themed cocktails. This full-funnel approach - from social content to physical experiences - is designed to generate buzz and engagement across channels.

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Brand Positioning and Fashion Synergy

Grey Goose has long cultivated an upscale, fashion-oriented brand image. As The Spirits Business notes, the vodka regularly sponsors major fashion events (Paris, New York and London Fashion Weeks) and collaborates with top designers. Marketing VP Aleco Azqueta encapsulates the strategy: “GREY GOOSE has always lived at the intersection of culture and craftsmanship,” he said, calling the Prada collaboration a “natural extension” of that legacy. In other words, partnering with a fashion film aligns with Grey Goose’s French heritage and reputation for elegance. This isn’t Grey Goose’s first high-profile media tie-in - just last year it rolled out the cinematic “Grey Goose Hôtel” campaign starring actress Zoë Saldaña. Both campaigns rely on narrative storytelling and premium aesthetics rather than product feature-listing. By placing its vodka in a glamorous, story-driven context, Grey Goose reinforces its premium positioning and aspirational lifestyle message.

• Fashion Industry Partnerships: Grey Goose has an established presence in fashion circles. The brand has backed runway shows and designs with fashion houses and magazines. Aligning with Prada 2 leverages that heritage.
• Cultural Craftsmanship: The campaign leans on the brand’s emphasis on craft and culture. Azqueta’s quote (“intersection of culture and craftsmanship”) highlights Grey Goose’s long-term narrative of quality and style.
• Premium Storytelling: Rather than talking about ingredients, Grey Goose focuses on experiences. Previous ads (e.g. the “Hôtel” series) and this new campaign use cinematic vignettes to convey a philosophy: every moment is worth savoring. The Prada tie-in extends this by embedding Grey Goose into a familiar fashion story (the movie franchise) that consumers love.
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Consumer Activation and Experience

The Devil’s Roast campaign employs multiple consumer touchpoints. In New York City, the branded pop-ups allow direct tastings and social media photo-ops. Digital and social media also feature Heidi Klum content (e.g. behind-the-scenes clips, interviews) to spread awareness. On April 14, 21 and 23, Grey Goose will physically bring The Devil Wears Prada universe to life in three public spaces. In tandem, branded billboards and street teams will hint at the film’s arrival with stylish visuals. When the film opens May 1, the partnership continues inside theaters: drink menus will list Grey Goose cocktails (likely including The Devil’s Roast) to reach moviegoers directly. And the limited-edition gift box (sold from April 1) gives retailers a collectible push to highlight the movie tie-in. All these activations - experiential events, OOH advertising, retail packaging - are designed to move the needle in multiple areas.

This strategy follows best practices in brand-driven campaigns: it combines product innovation with immersive experiences. The one-of-a-kind cocktail (The Devil’s Roast) is not sold in stores long-term, but it creates a focal talking point. Pop-up events and social media content provide “experiential evidence” that the campaign is real and exciting. Meanwhile, tying into a major film sequel amplifies the reach. The campaign elements encourage trial (pop-up visitors get to drink the cocktail), content sharing (stylish images of Klum with the drink), and product upsell (gift boxes and cocktails on-premise).

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Competitive and Industry Context

Grey Goose’s approach echoes a broader trend of spirits brands leveraging entertainment and culture. For example, Ketel One Vodka ran a recent holiday campaign featuring actor Patrick Schwarzenegger as the brand’s “Spirit Advisor” in partnership with AMC’s 2026 Sundance Film Festival. That Ketel One effort also promoted an Espresso Martini variant (called the “Après Noir”) through sponsored content and a limited-edition cocktail kit. Likewise, smaller brands like Kendall Jenner’s 818 Tequila have used celebrity/sports tie-ins: 818 recently teamed with NASCAR driver and fashion influencer Toni Breidinger, activating races with branded VIP events and content. In fact, 818’s multi-channel strategy helped it achieve about 40% year-over-year volume growth in 2024, far outpacing the category’s 2% growth.

Compared to these examples, Grey Goose’s campaign is distinctive in its scale and style. Celebrity choice: Heidi Klum is a high-glamour figure whose background aligns with both fashion and media - enhancing credibility. Film tie-in: Grey Goose secured rights to a major franchise, which can boost visibility (shared marketing spend) but requires careful brand alignment. Experiential focus: The Devil’s Roast events and in-theater promotions mirror what 818 and Ketel One did, but with a fashion spin.

Importantly, Grey Goose is already a leader in the premium vodka segment. Industry data show Grey Goose “continues to lead” the super-premium vodka category, even as overall vodka sales soften. That market strength means Grey Goose can invest in high-profile marketing to stay top-of-mind among affluent consumers. For marketing leaders, this illustrates two points: premium brands may need bold cultural partnerships to justify their higher price points, and integrating across channels (digital, events, packaging) can reinforce the message.

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Benefits and Considerations

This campaign offers several advantages for Grey Goose and insights for any brand owner:

• Authentic Brand Integration: By reimagining a beloved film moment with a Grey Goose cocktail, the campaign creates an organic link between product and story. Klum’s genuine enthusiasm (she notes every “look, line and detail has to be just right”) lends credibility.
• Targeted Audience Reach: The Devil Wears Prada appeals to consumers who value fashion and lifestyle - a demographic overlap with Grey Goose drinkers. The campaign likely reached both movie fans and cocktail enthusiasts.
• Multi-Platform Synergy: Combining earned media (Heidi’s involvement), owned media (Grey Goose content), paid OOH ads and retail tie-ins maximizes exposure. This kind of 360° approach can lift brand impressions on multiple fronts.

Potential drawbacks to monitor include: higher cost (celebrity talent and licensing fees are significant); the risk that a movie flop could lessen impact; and the challenge of measuring direct ROI (such campaigns often aim for long-term brand building rather than immediate sales spikes). Brands should track engagement metrics (social impressions, event attendance) and any lift in sales of Grey Goose or Espresso Martini ingredients post-launch to gauge effectiveness.

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Lessons for Marketing Leaders

For C-suite and brand owners in the spirits industry, Grey Goose’s Prada 2 campaign underscores key best practices:

• Align with Relevant Culture: Tie your product to a cultural moment that resonates with your consumers. Grey Goose chose a fashion film sequel, which fits its image. Consider where your target audience spends attention (movies, music, sports, etc.) and form partnerships accordingly.
• Use a Signature Product or Experience: Creating a special cocktail (The Devil’s Roast) gives consumers something tangible to experience. Develop product variations or limited editions that reinforce the campaign’s theme.
• Leverage Influencers Thoughtfully: Heidi Klum was an inspired choice because of her fashion cachet and prior association with Prada. Select spokespeople who embody your brand values and whose participation feels authentic.
• Invest in Experiential Marketing: Pop-ups, tasting events, and interactive displays turn a campaign from “seen” into “felt.” Grey Goose’s branded events and in-theater placements make the campaign immersive.
• Measure Holistically: Look beyond immediate sales. Track media coverage, social media engagement, and uplift in brand sentiment. For example, 818 Tequila’s 40% growth indicates how cultural marketing can pay off over time. Grey Goose should similarly watch premium vodka trends and market share shifts post-campaign.

Grey Goose’s campaign is a case study in premium spirits branding: it is experiential, star-powered and content-rich. For alcohol marketers, the key takeaway is to build campaigns that are as crafted and sophisticated as the products themselves - where every detail (from cocktail garnish to celebrity cameo) is on brand.