Extending LVMH’s association with entertainment and popular culture, its Krug Champagne brand has debuted a new multisensory experience by bringing music to the spirits tasting process.
Krug has introduced Tasting Sound, a music-pairing experience that asks “Krug Lovers” to travel into the creation of new Éditions of Krug Grande Cuvée and Krug Rosé. This marks the first collaborative Krug Echoes musical compositions.
“This unique experience fuses the pleasures of the palate with the magic of music, bringing a new dimension to enjoying Krug Champagne,” the brand said in a statement.
Five Krug Lover artists were inspired to translate their tasting sensations into music with two new Krug Echoes: musical compositions that accompany a glass of Krug: Joseph’s Theme: Dream Variation with Krug Grande Cuvée 171ème Édition and Joseph’s Theme: Freedom Variation with Krug Rosé 27ème Édition.
From October, Krug consumers can discover the Tasting Sound experience in Krug Studio popups around the world, as well as at home through limited-edition offers.
The Krug Studio expands the tasting experience by pairing Champagne with music, proposing a multisensory adventure for Krug drinkers.
Upcoming Krug Studio popups: Japan Oct. 3-9; Italy Oct. 18-24; and Hong Kong Nov. 20 to Dec. 3.
Consumers can book their experience now on Krug.com
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