It’s been spotted in the hands of Madonna, cradled in Donatella Versace’s bejeweled grip, and perched atop Stefano Gabbana’s palm. Seventy One Gin supplies the liquid gold of drinks, and fashion’s most influential minds sip on its contents. Of course, the cocktail of the stars warrants only the glitziest and ritziest, and that’s exactly what Mert Alas gave it. To celebrate the U.S. launch of Seventy One Gin, Alas assembled New York City’s lovers and friends for a late-night soirée at the hotbed of downtown cultureーSoHo’s The Mercer hotel. 

Within the Romanesque revival building’s towering walls, a “who’s who” cast of cultural creatives converged. Alexander Skarsgård (our favorite of the legendary Swedish acting clan) was joined by sisters Amelia Gray and Delilah Belle, and Poker Face star Natasha Lyonne reveled with famed photographer, and Seventy One Gin founder, Mert Alas. A chiseled Nolan Funk, known for his roles in Glee and The Flight Attendant, posed with illustrious stylist Mel Ottenberg, while nightlife personality Ladyfag frolicked alongside models Aweng Chuol and RJ King. Shots were poured and Seventy One’s signature serve, the Golden Martini, found its way in every partygoer’s clutches. Musical sets by DJs Skin and the Misshapes kept the night running into the ungodly hours of the morning. 

Seventy One reacquainted fashion with mixology, quite literally reviving the art of the drink. At first glance, Seventy One’s bottles bring to mind the minimalist dream of Jo Malone’s iconic fragrances. They are decadent, and the liquor inside them is a luxury. In creating the pioneering gin brand, Mert Alas was seeking a physical manifestation of nocturnal pleasures, a viscous translation of late-night intimacy and festive indulgence. 

The brand’s modern luxury spirits present a golden hue accompanied by a complex aroma of rare botanicals. The Seventy One Gin lore is as follows: each limited-edition batch is topped with notes of the rare Queen of the Night cactus flower, Selenicereus Grandiflorusーthe flowers bloom once a year and only at night, wilting before dawn unless plucked out of their soil (I swear Rapnuzel had a flower just like it…). The resulting composition rests for 71 nights in a selection of virgin Spanish oak ex-Pedro Ximénez casks and ex-Cognac casks, before being blended, bottled and boozed. Eventually, the rich liquor will emerge into the downtown epicenter of NYC’s effortlessly cool. Until then, here are some pics from its launch.