More than two decades after The Devil Wears Prada became a defining cultural reference point for fashion and film, the story is returning to theaters. Ahead of the release of 20th Century Studios’ The Devil Wears Prada 2 on May 1, Grey Goose is stepping into the conversation with a national campaign that blends cinema, style, and cocktail culture.

The French vodka brand has partnered with supermodel and Emmy-winning television personality Heidi Klum to introduce a series of activations designed to bring the world of the film into real life. Through social storytelling, immersive pop-up experiences, and a limited-edition collectible bottle, the campaign invites fans to celebrate the sequel with a drink that nods directly to one of the original film’s most memorable moments.

At the center of the collaboration is a new cocktail called The Devil’s Roast.

The Devil’s Roast takes inspiration from Miranda Priestly’s famously exacting coffee order in the original film, translating it into a modern interpretation of the espresso martini. Crafted with 1½ oz Grey Goose vodka, 1 oz single origin espresso, ¾ oz coffee liqueur, and a pinch of salt, the cocktail is finished with three gold-dusted coffee beans for a polished presentation.

The drink reflects the campaign’s emphasis on precision and detail. The concept also nods to the espresso martini’s nickname within fashion circles as the “model martini,” a reference to its popularity among models during the fashion scene of the 1980s and 1990s. To introduce the cocktail and the collaboration, Klum appears in a series of digital and social content pieces set within the universe of the upcoming film.

Fans will have the chance to taste the drink firsthand during a series of Devil’s Roast pop-up carts in New York City. Grey Goose will host the activations on April 14, April 21, and April 23, with carts appearing at Zuccotti Park and Manhattan West Plaza. Each stop will serve the cocktail alongside gold-dusted popcorn, creating a moment designed to echo the glamour and wit associated with the Runway Magazine universe.

The campaign will also extend to theaters nationwide when The Devil Wears Prada 2 opens on May 1. Select cinemas will offer specialty Grey Goose cocktails inspired by the film, allowing moviegoers to experience the partnership during the theatrical run.

The collaboration builds naturally on Grey Goose’s long-standing presence within fashion culture. Over the years, the brand has partnered with designers, institutions, and events across Paris, New York, and London Fashion Week, placing it at the intersection of style and hospitality. Grey Goose Vice President of Global Marketing Aleco Azqueta described the partnership as a continuation of that connection.

The campaign will also introduce limited-edition Grey Goose bottle packaging inspired by The Devil Wears Prada 2. The collectible release includes a playful reference to one of the film’s most recognizable lines and will be available at select retailers nationwide beginning April 1. Additional activations will appear internationally. In London, the cocktail will feature on menus at premium bars and restaurants, while Canada will see a series of media placements promoting the collaboration and its signature drink.