Food & Spirits

Live Ultimately! Patron Spirits Company Unveils “Ultimat Vodka” with Celebs at The Kress

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Kim KardashianOn a Hollywood landmark rooftop under a balmy evening sky, stars lit up the night as the ultra-premium vodka, Ultimat, was welcomed into The Patron Spirits Company family. Adam “DJ AM” Goldstein, back in business after his fiery plane crash in September, spun tunes as celebrity guests dined on delicious hors d’oeuvres, mingled and danced the night away. From the spectacular outdoor rooftop lounge at The Kress, VIP guests were treated to a glittering 360 degree panorama of nighttime Los Angeles, with sweeping views from the Hollywood sign to downtown and Santa Monica.
 
Ultimat Vodka

The vodka’s debut party was thrown by Las Vegas-based Patron Spirits Company, maker of the famous Patron Tequila. Patron selected Ultimat Vodka from hundreds of possibilities as its first vodka offering.

 Ultimat, from Poland, has a unique combination of smooth wheat, rye and rich potato, which gives this ultra-premium luxury spirit a subtle, silky taste and complexity.
 
“Ultimat is not your ordinary vodka, and the best way to prove that is to taste and experience it,” says Ed Blinn, Commercial Director for Ultimat at the Patron Spirits Company.
 
John Paul DeJoria

And experience it first-hand is what the A-Listers did. Among the celebrities that attended and celebrated the product unveiling were John Paul DeJoria (owner of The Patron Spirits Company and John Paul Mitchell Systems), The Hills’ Heidi Montag and Spencer Pratt, Kim Kardashian, DJ AM, One Tree Hill’s Joe Manganiello, Alessandra Torresani, Ali Bunting, Alicia Arden, Chad Muska, America Olivio, Bill Maher, Brandon Barash, Jarett Del Bene, Brandon Michael Vayda, Brett Bolthouse, , DJ AM, Geoff Reeves, Jaleel White, Lisa D’Amato, John Paul DeJoria, Jasmine Dustin, Johnny Wimbrey, Jonathan Cheban, Kim Kardashian, Peter Fonda, Vatecia Little, Vincent DePaul, Zach Abel and more.
 
Joe Manganiello, Ali Bunting

The Fabulous Kress Event Center

The evening’s party location was The Kress, a new multi-floor nightlife complex right on Hollywood Boulevard. The building was erected in the 1930s, originally as a Kress Department Store and later as the Frederick’s of Hollywood flagship location. Millions of dollars in renovations have turned this registered landmark into a not-to-miss entertainment hotspot.
 

Mike Viscuso, The Kress’ owner and creator, focused on preserving the building’s Art Deco look, and the refurbishing kept much of the original architectural elements intact. The marble stairway, brass railing, and ornate Italian-designed ceiling all showcase the location’s history and add to its unique ambiance.
 

Geoff Reeves

The Kress features an upscale restaurant with a Pan-Asian menu by executive chef Troy Thomspon, a Las Vegas-style basement club, rooftop lounge with raised cabanas, fire pits, bars and stunning views, multiple dance floors and live entertainment.
 

With the launch of Ultimat, The Patron Spirits Company is encouraging their customers to “Live Ultimately.”  It builds on the Brett Bolthouseconcept that when you attain an ultimate experience, it changes your frame of reference and no other experiences compare, which is the feeling their new vodka hopes to inspire.
 
For more information about “living ultimately” with the new Ultimat vodka, please visit www.ultimatvodka.com. To learn more about The Patron Spirits Company please visit www.patronspirits.com.

Contributed by Helen Ryan

Photographs by Grover Yancey.

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