Krug launches multisensory champagne experience, Tasting Sound

Champagne and music combine with the House of Krug’s extraordinary musically-themed, limited-edition Grande Cuvée and Rosé

The House of Krug has launched two musically themed, limited editions as part of its new multisensory ‘Tasting Sound’ project. The Krug Grande Cuvée 171ème Édition and Krug Rosé 27ème Édition, carefully crafted by cellar master Julie Cavil, have been perfectly paired with new musical compositions by five artists.

These ‘musical blends’ were composed by Japanese violinist Emiri Miyamoto, Japanese singer and multi-instrumentalist Kazu Makino, British drummer Moses Boyd, American harpist Mary Lattimore, and French composer and electronic music artist Rone – real name Erwan Castex. 

“The House of Krug has long understood the influence of sound on taste perception, building on the notion of food pairing and translating this idea into music,” says Julie.

Krug invited the project’s talented musicians to join Julie for an extended tasting session of the two new cuvées, during which she shared the stories of Krug Grande Cuvée 171ème Édition and Krug Grande Cuvée 27ème Édition. Each then composed based on their interpretations of the champagnes, which was blended into two cohesive pieces, inspired by the philosophy of the champagne’s founder, Joseph Krug. 

“Music is a universal language that speaks to us all. You need not be an expert to be moved by a song, just as no prior knowledge is required to enjoy a glass of Krug Champagne,” says Julie. 

Both expressions are centered around the Maison’s 2015 harvest. The Krug Grande Cuvée 171ème Édition blends 131 wines harvested between 2000 to 2015 and is accompanied by Joseph’s Theme: Dream Variation. The Krug Rosé 27ème Édition, in contrast, features 38 exceptional wines from between 2005 and 2015 and is accompanied by Joseph’s Theme: Freedom Variation

What’s more, these works can be experienced live and in-person at the brand’s Krug Studio, launched in September, which sees global pop-up experiences offer fans immersive music-pairing experiences. Each bottle also comes with a QR code so that Krug lovers can enjoy the immersive experience from the comfort of their own home.  

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