Patrón Spirits International to Spend $8 Million to Promote Ultimat Vodka

Four years ago Patron Spirits bought Ultimat Vodka.  Initially introduced in 2008 (just before our current economic ups-and-downs) in Boston, San Francisco, Chicago, New Jersey and New York, it is currently available in all 50 U.S. States. Yet last year just 23,000 cases were sold. Ouch!!!

Considering the volume of vodka sold by others (think multi-million cases here), Patrón Spirits has decided to launch a new 8 million dollar marketing campaign for their new vodka, using the tag line “Find Balance, Find Ultimat”.

All the resulting publicity will highlight achieving a needed balance between work and fun.

The “Balance” theme is perfect for Ultimat as it is the only vodka currently crafted that balances a blend of wheat, rye and potato that creates a singularly unique beverage.

Extensions of the theme also include “Live Ultimately” and “Good, Better, Ultimat”.

Even the bottle captures the theme as a small glass bubble is suspended in the base of the bottle like an expectation of the enjoyment to come once open and shared.

Given the marketing success of Patrón Tequila (currently ranked as the number one ultra-premium tequila in the world), Ultimat is sure to soon be, well, an ultimat- ly popular vodka in a world seeking balance (and comfort) in these troubled times.

Post Note - October 4, 2011

While the marketing of Ultimat Vodka is focused on “balance”, Marriott Hotels & Resorts are launching a US $6 million global advertising campaign emphasizing that guests will “Experience More at Marriott”.

Highlighting the theme of “more” are six custom illustrations created by the world famous artist Kareem Iliva (who has created art for the likes of Chanel No. 5 and Champagne Perrier-Jouet, to name only a few). The eye-catching art will be featured in 26 gateway airports and feature watercolor silhouettes on background images of Marriott hotels in London, Beijing, Aruba and Pune, India.

Your Culinary World copyright Ana Kinkaid/Peter Schlagel 2011

Parisian Pastry House of Laduree Honors Monaco Royal Wedding with Special Sweets

This past weekend all of Monaco celebrated the wedding of their Prince Albert to the lovely Olympic swimmer, Charlene Wittstock of South America.

As the crowds cheered and the assembled 800 celebrity guests enjoyed glasses of Belle Epoque 2002 Perrier-Jouet Champagne, Laduree, Paris’ famous pastry house, has crafted a special sweet commemorative confection to honor their wedding day.

Beginning in 1862, Louis Ernest Laduree founded this remarkabke culinary dynasty that would convert the lowly backstreet bakeries of Paris into elegant cafes sparkling with crystal and catering to the elite and fashionable.

To achieve this transformation, Laduree engaged the services of Jules Cheret in 1871 to decorate his newly opened shop in the chic Madelaleine district of Paris.

No one could have been better suited for the task as he adapted images from the décor of the new opera house, cherubs and all, into his floating airy designs.  

Soon such cafes became a showcase of elegance and style of Paris. The world was changing and women of the upper class wanted to move more freely in society, but in a manner that was still “socially acceptable”.  

It was Laduree’s wife, Jeanne Souchard, the daughter of a well-known Rouen hotelier, who suggested the final touch that forever cemented the fame of Laduree as a must-visit site for all culinairians visiting Paris.

Why not, she suggested, blend the English tradition of tea with the great tradition of French pastries? Ladies could gather in the newly concieved “salon de thé” without fear of dishonor. All was light and polite there.

And then there were the pastries – ah heaven, what delights, especially the Parisian style macarons, first created by Pierre Desfontaines, a second cousin. It was he who first conceived of the idea taking two macaron shells and joining them with a delicious ganache filling.   

Crisp on the outside and soft in the middle, Laduree macarons take two days to craft correctly but they are well worth the wait. Once tasted, they are unforgettable.

Two contemporary gentlemen, Francis Holder and his son David Holder, never forgot their encounter with the delights of Laduree and in 1993 purchased the famous establishment.

Today Laduree sweet treats are available in London’s historic Harrods as well as in modern Tokyo.

Yet at each destination, the style and elegance, that is the hallmark of the firm, is subtly maintained.

Ah such sweets! What pleasures, what delights! What culinary art!

So as everyone cheers in Monaco, let us wish that every marriage be as sweet as Laduree's famed pastries and wedded joy as lasting as the memory of this Paris delight – long may Love and La Maison de Laduree reign supreme!

Post Note, August 25, 2011: This September issue of Town & Country Magazine contains a marvelous article about the history of the House of Laduree, that maker of memorable macarons - oh yes!

If you long to learn all about this legendary sweet so enjoyed by kings and queens, be sure to pick up this month's copy and turn to page 58. The insightful story by Alison Rose, entitled "Sweet Nothings", is a sweet delight in and of itself.  

And now there's a Laduree Shop in New York City. Just go to 864 Madison Avenue beginning August 27th - only be prepared to want to never leave. You can either purchase a charming box or relax and enjoy your sweets on elegant cushioned chairs that seem Paris perfect.  

Either way, you will never forget Laduree! New York City just got oh so much sweeter!

Your Culinary World copyright Ana Kinkaid/Peter Schlagel 2011