If Miranda Priestly had a signature cocktail, you already know it wouldn’t be basic. This spring, GREY GOOSE is stepping into the world of The Devil Wears Prada 2 with a campaign that feels equal parts fashion week, movie premiere, and after-party — and yes, it’s as extra as you’d expect.
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A collaboration that just makes sense
Let’s be honest — fashion, film, and vodka have always been circling each other (ahem Mr. Bond). With the sequel to one of the most iconic fashion films of all time hitting theatres May 1, GREY GOOSE saw an opportunity and did what any brand with taste would do: made it chic. The campaign features Heidi Klum stepping directly into the Runway universe, delivering a performance that feels polished, playful, and very on-brand. Think sharp lines, high standards, and zero room for mediocrity.
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Meet The Devil’s Roast
At the centre of it all is The Devil’s Roast — a reimagined espresso martini that’s less “late-night pick-me-up” and more “front row at Paris Fashion Week.” It’s bold. It’s precise. It’s… slightly intimidating (in a good way).
Here’s what’s in it:
• 1 ½ oz GREY GOOSE Vodka
• 1 oz Single Origin Espresso
• ¾ oz Coffee Liqueur
• Pinch of Salt
• Garnished with 3 gold-dusted coffee beans
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Yes, gold-dusted. Because of course. The cocktail is a nod to Miranda Priestly’s famously specific coffee order — except this time, it comes with a little more edge.
Pop-ups, popcorn and a little main character energy
If you’re in New York, GREY GOOSE is taking things a step further with Devil’s Roast pop-ups happening April 14, 21, and 23.
Expect:
• The signature cocktail
• Gold-dusted popcorn (because normal popcorn wouldn’t survive this environment)
• A setting that feels like you accidentally walked into a fashion editorial
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From the runway to the big screen
The campaign doesn’t stop there. Select theatres will be serving GREY GOOSE cocktails when the film premieres, meaning your movie night just got a serious upgrade. There’s also limited-edition packaging dropping April 1 — because if you’re going to toast the return of The Devil Wears Prada, you might as well do it properly.
The final verdict
This isn’t just a brand partnership. It’s a cultural moment. GREY GOOSE has managed to tap into the exact energy that made The Devil Wears Prada iconic in the first place — detail-obsessed, unapologetically stylish, and just a little bit intimidating.
Miranda would approve.
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