Luxury champagne brand Krug Champagne, a division of Moet Hennessey, activated its second annual Krug House pop-up experience in New York City on Oct. 7. The brand rolled out a week-long high-end tribute to all that is luxury with programming that included a private dinner kickoff to name the winner of the Krug Lifetime Achievement Award and two invite-only $300 Krug tasting dinners benefitting The James Beard Foundation and hosted by Iron Chef Marc Forgione, Olivier Krug and Margareth Henriquez, president and ceo of Krug. The brand also hosted private sommelier tastings and intimate lunches with Oliver Krug and Krug brand ambassador Ian Cauble. It all ended in an exclusive Krug Lovers Party on the evening of Oct. 11, designed to encapsulate the feel and lifestyle of the Krug Brand.
This year’s lifetime achievement award winner is Madeline Triffon, America’s first certified female Master Sommelier, a former Chairman of the American Chapter of the Court of Master Sommeliers and currently Master Sommelier for Plum Market West in Bloomfield, MI. The award was created last year by Krug to honor exceptional achievement in wine service, education and hospitality.
The pop-up was located in a downtown Manhattan townhouse, and offered six different areas for activation, including an outdoor garden and a rooftop patio. One floor housed a gallery created to show the process of creating Krug Champagne. Another floor was the tasting room, designed to teach guests about the results of the process. One floor was dedicated to one-on-one interviews with members of the media, and another floor was set up as a place to just sit and enjoy the bubbly. The dining room was in the outdoor garden and was equipped with chandeliers and candlelight.
“With the Krug House program, our mission was to connect with current and future Krug Lovers by sharing the heritage, philosophy and passion behind [the brand],” Dorothy Bakker Lee, brand manager at Krug, told Buzz. “We created the pop-up Krug House to provide our Krug Lovers with a unique way to encounter the ‘ultimate pleasure experience in Champagne’ over the course of a week.” Agencies: BPCM and Shiraz, both New York City.