An Audible Way To Taste The New Éditions of Krug Grande Cuvée & Rosé
Established in 1843 by Joseph Krug, the eponymous Maison in Reims was founded to carry out Joseph's dream. A butcher's son, born during the Napoleonic Empire in Mainz, Germany, Joseph left for Paris and continued east at a time when his countrymen were in great demand as accountants. He landed a job with Champagne Jacquesson, and over his eight years with the house was able to travel the European market to better understand the desires of wine merchants and consumers alike. Joseph found his way into the cellar and began to dial in the composition and blending of Champagne. This lead the humble son of a butcher to pursue his greatest work: to craft the very best Champagne, every single year, regardless of annual climate variations and without compromise. This became the building-block for Krug Grande Cuvée.
Courtesy of Krug
In celebration of the new edition of Krug Grande Cuvée 171ème Édition and Krug Rosé 27ème Édition, the Maison is offering limited-time access to an online immersive music experience and journey into the act of creation of the new editions that consumers can enjoy in their own space and time. The new offerings highlight Krug x Music and celebrates the Maison’s collaboration with a new artist collective to translate their tasting sensations of the Krug Grande Cuvée 171ème Édition and Krug Rosé 27ème Édition into musical collaborations. Both offerings also include a unique QR code which consumers can scan and access their own digital musical experience, allowing them to experience the newest Cuvées alongside the musical journey.
Courtesy of Krug | Photo by Jenny Zarins
MK: How is the experience of drinking both Krug Grande Cuvée 171ème Édition and Krug Rosé 27ème Édition enhanced by playing the right music?
OK: Based on the scientifically proven notion that sound has an influence on taste perception, many years ago, we began experimenting with music pairings – basically applying the idea of food pairing to music. We invite artists to discover Krug Champagnes with the Cellar Master Julie Cavil during a tasting where she explains her craft and they discover the different facets of each Champagne, taking note of the flavours and aromas that speak to them most. They then return to their studios where the artists translate the sensations they felt into original musical compositions, which we call Krug Echoes. No two are alike, as each Krug Echo is personal and completely unique. By discovering Krug Grande Cuvée 171ème Édition and Krug Rosé 27ème Édition with music pairings creating for these Champagnes, you will become aware of different facets of their flavours and aromas as you experience them through the lens of the musicians. Just as an oyster or aged comté cheese might bring out different sides of the Champagne on the palate, music acts in a similar way.
MK: Do you prefer to listen to vinyl or a digital musical experience?
OK: These are two completely different experiences really. While vinyl recalls my childhood memories of listening to my father’s records and offers a crisp, unique sound, digital makes it possible share experiences with people on another side of the world! It also allows us to create 3D music, which replicates the sensation of being physically present at a live performance. Technology is definitely an advantage in this respect. Digital or vinyl? I would always want to have both in my life, which also goes to the intention of Krug Music Pairings: there is no single style or genre for Krug Music Pairings because the artists’ interpretations of Krug Champagnes are as diverse and limitless as their musical signatures.
Courtesy of Krug
