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World of Craft

30 June, 2020

Five years, five single ingredients, 53 inspiring Chefs, one big idea. In 2020, Krug presents World of Craft, a tribute to limitless creativity beyond constraints.

Over the coming months, get ready to see another side of your favourite Krug Ambassade Chefs as you try something new in the kitchen. On the menu: live feeds, Q&A, and more as we get up close and personal as never before.

The House of Krug is shining a playful light on memorable experiences of togetherness and sharing, of good times and maverick moments, and the unexpected encounter of likeminded craftsmen.

 

Olivier Krug

Director of the House of Krug & sixth generation of the Krug family

The House of Krug is shining a playful light on memorable experiences of togetherness and sharing, of good times and maverick moments, and the unexpected encounter of likeminded craftsmen.

 

Olivier Krug

Director of the House of Krug & sixth generation of the Krug family

World of Craft will be an opportunity to present new and creative forums to discuss and share recipes, as well as behind the scenes footage, with our worldwide community of Krug Ambassade Chefs, Krug Lovers and foodistas. This year will celebrate the junction of craftsmanship, epicureanism, and the resulting limitless creativity. Today, there is a new and stronger sense of community as barriers have fallen and we enjoy unprecedented proximity among Chefs, sommeliers, winemakers, opinion leaders, and consumers. More and more, people are practicing the culinary art at home, and have become increasingly curious about the origins of their ingredients as they wish to respect the terroirs and connect more with each other. From Paris to Tokyo, passing through New York City, it is a digital community without borders, where talents of all levels come together to think, share and have fun.

From Time Out to Time In

World of Craft is seeding creativity in a new conversation.

 

Each week, a handful of Chefs will take part in the Cuisine Challenge and reveal creative finger food recipes around one of the five single ingredients in a 60-second homemade video clip. Every month, a beloved Chef will do an Instagram takeover on Krug's account, giving followers a glimpse in the his or her daily life and kitchen. Also once a month, a Krug Ambassade Chef will host Krug, My Chef & I, a 60-minute live cooking tutorial on Krug's Instagram TV. Finally, going back to the basics, the House will initiate a series of disruptive talks around food and creativity. These conversations, inviting Chefs, journalists and followers to talk about the five single ingredients, will be a platform contemplate the future of cooking.

Keep an eye on Krug's social media, as the next exciting rendez-vous is just around the corner.

Five Years, Five Ingredients

For the past 5 years, the House of Krug has celebrated culinary creativity through an annual tribute to a Single Ingredient and the many pleasures it can reveal. Each year, the House invites a group of Chefs from around the world to transcend their traditional approach by being constrained to create a dish from a simple ingredient: the humble potato, the modest egg, the discreet mushroom, the sundry fish or the maverick pepper, paired with a glass of Krug Champagne.
This unconventional perspective echoes a dream recorded by founder Joseph Krug in his dark cherry personal notebook in 1843: “We cannot obtain good wines without using good elements.” His nonconformist approach to Champagne creation and his commitment to quality without compromise were what led him to consider each plot of vines, through its wine, as a single ingredient in Krug Champagnes. Today, this philosophy of individuality defines Krug’s craftsmanship.
Much in the way Joseph Krug understood the true essence of Champagne to be pleasure itself, a culinary community of 53 Krug Ambassade Chefs from 23 different countries has likewise enjoyed playing with their own codes, stories and craftsmanship. Since 2015, the Single Ingredient journey of initiation has been without address or border – a search for the singular expression of a unique character, where one ingredient is the main source of inspiration. This annual homage spurs these Chefs to wonder about the origin of the pepper, the history of the fish, the myth of the mushroom, the colour of the egg, the personality of the potato and thus explore new horizons. The objective is always to connect with each element individually to better understand its potential and thus open it up to new creative culinary possibilities.

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Krug Grande Cuvée
Krug Grande Cuvée
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