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Krug Unveils Rosé Magnum, Individualizes Grande Cuvée With Bottle IDs

November 13, 2013

Olivier Krug, director of the luxury Champagne house of the same name, declares that “There is only one motivation for drinking Champagne—pleasure.” Still, with Champagne consumers becoming more knowledgeable and curious about the winemaking process, Krug acknowledges that they’re increasingly deriving pleasure not only from consuming the bubbly itself, but also from learning the details of its provenance. Over the past year, Krug has added special identification codes to each bottle of its non-vintage Grande Cuvée. The codes offer added insight into the intricate details of how each individual bottle was produced.

The Krug ID is a six-digit code found on the bottle’s back label. The first digit denotes the quarter the bottle left the Krug cellars, with the next two denoting the year and the final three representing the individual bottle number. Consumers can type the ID code of their bottle into Krug’s webpage to find the specific blend of Champagnes used, aging info, tasting notes and food pairings.

Krug says some on-premise accounts have begun collecting different IDs to offer to their Champagne-savvy clientele. Also over the past year, the company introduced a special glass designed in collaboration with Riedel, tailored to Krug’s profile and meant to replace the standard Champagne flute when the brand is served on-premise. Educating accounts to use only the exclusive glassware and serve the bubbly at the correct temperature are among the Moët Hennessy brand’s key points of focus.

Meanwhile, on the new-product front, Krug is now introducing a new magnum format for its Rosé non-vintage Champagne, retailing at $660. Wine Spectator recently rated Krug Rosé at 95 points, while Krug Grande Cuvée, retailing around $170 a 750-ml., was awarded 97 points.

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