- GREY GOOSE extended its existing partnership with Oscar-winning actress Zoë Saldaña to front the Berry Rouge campaign, the brand's first new flavor in over a decade.
- The campaign combines short-form social content, limited-edition desserts, and a one-day New York City activation to push the idea of slowing down and enjoying Summer Fridays.
- The NYC event took place at Dominique Ansel's bakery on June 5, featuring exclusive berry confections including a pavlova, a Berry Rouge ice cream sandwich, and a Berry Rouge–infused Cronut.
- Saldaña's Grey Goose deal sits alongside a packed 2026 partnership portfolio that includes a newly announced Lancôme global ambassadorship and ongoing deals with Cartier and Saint Laurent.
GREY GOOSE has extended its campaign partnership with Oscar-winning actress Zoë Saldaña for the Berry Rouge summer push.
The collaboration brings Grey Goose Berry Rouge to life as Saldaña steps in as “berry connoisseur,” with playful, social-first content that reimagines how to enjoy berries, culminating in the debut of the Berry Rouge Pâtisserie in NYC.
Created with BBH USA, the campaign features rooftop films centered on the brand’s Rouge Royale cocktail, alongside James Beard Award–winning pastry chef Dominique Ansel and DJ Andre Power.
The one-day bakery takeover on June 5 featured Ansel’s exclusive berry confections: a pavlova, a Berry Rouge ice cream sandwich, and a Berry Rouge–infused twist on his signature Cronut.
The Berry Rouge push builds directly on Grey Goose’s 2025 “Grey Goose Hôtel” global campaign, which also starred Saldaña and was developed by BBH USA.
On the endorsement front, Saldaña was recently named Lancôme’s global ambassador in April 2026, adding to active partnerships with Cartier and Saint Laurent.
For Grey Goose, the Berry Rouge campaign continues a tradition of high-profile celebrity partnerships. The brand previously fronted campaigns with Heidi Klum, Coco Jones, and Kehlani.
Off-set, Saldaña starred in Avatar: Fire and Ash (2025) and took home the Academy Award for Best Supporting Actress for Emilia Pérez (2025), cementing her status as one of Hollywood’s most bankable stars.
Takeaways
This campaign is a masterclass in brand continuity. Grey Goose didn’t just hire a new face for Berry Rouge, they deepened an existing relationship with Saldaña, giving the launch a sense of organic storytelling rather than a transactional plug. That matters because consumers can tell the difference.
The NYC Pâtisserie activation is also worth noting. It’s not just a stunt, it ties the product to a sensory, cultural experience (French pastry culture, summer leisure, artisan craft) that a TV spot alone can never replicate.
Grey Goose is essentially selling a feeling, and Saldaña, fresh off an Oscar win and a Lancôme deal, is the perfect vessel for that message right now.
For brand strategists, the Berry Rouge campaign signals something bigger: premium spirits are increasingly competing less with each other and more with lifestyle brands in fashion and beauty.
Is a one-day NYC pop-up enough to drive national consumer behavior, or is it really just content fuel for the social campaign? How does making Berry Rouge the brand’s “first new flavor in over a decade” change the stakes for this campaign’s success?
