Playing on the Wisconsin Friday fishfry tradition, order Dutch vodka Ketel One in partnership with The Pfister hotel’s Blu lounge, salve presents an upscale alternative: Fishnet Fridays.

The ongoing promotion runs from 8 p.m. to 2 a.m. Fridays at Blu, the see-and-be-seen 23rd floor lounge of the historic Pfister Hotel (424 E. Wisconsin Avenue). Ladies wearing fishnet stockings and gentlemen in fedoras can enjoy discounted Ketel One cocktails ($6) and Ketel One martinis ($8) all night. No cover charge.

Guests can enjoy the changing line-up of live jazz (until midnight), panoramic views of the Milwaukee skyline and Lake Michigan, and all-round swanky vibe. A central bar surrounded by high stools and banquet seating, soft wing-back chairs, cozy couches by a fireplace, and small window-side tables provide a range of intimate seating options perfect for couples and small groups of friends.

Ketel One’s current Gentlemen, this is vodka campaign evokes a moody, retro casual elegance. Atmospheric print and video ads use dim lighting and shades of gray, their gentlemen adorned with ties, vests, loosened collars, shaggy hair, stubbly beards, and fedoras. The historic and grand Pfister (1893), downtown Milwaukee’s premier hotel, epitomizes timeless elegance.