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The Vision
Savoir-faire
The Family House

The Family House

5 rue Coquebert, Reims, France
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Your visit begins where much of the Krug story has taken place, the family House since 1868. In the heart of the Champagne region, the House of Krug is more than a historic residence, it is a bustling place of work, a creative atelier sitting atop a network of cellars, where craftsmen meticulously and silently nurture the bottles below. 

Welcome to the lounge

Take in the unique collection of House relics on display: century-old harvest ledgers, antique tasting notes, the portrait of the House’s founder Joseph Krug, and his iconic dark cherry personal notebook. Take a closer look and you will notice on these very pages in Joseph’s own handwriting, the articulation of his vision: to offer a Champagne of the highest quality every year, regardless of variations in climate. Today, the annual re-creation of his dream goes by the name Krug Grande Cuvée, which you are about to experience. At the House, we say you always remember your first glass of Krug. 

THE WALL OF 400 WINES

Each year, Krug’s Cellar Master auditions 250 wines of the year and 150 reserve wines when creating a new Édition of Krug Grande Cuvée. While the wall of this tasting room visually depicts these 400 wines, each of which incarnates the essence of a single vineyard plot, audio speakers placed around the space play acoustic representations of 10 different regions of Champagne, to demonstrate the unique contribution of each to the final blend of Krug Grande Cuvée.

 

EXPERIENCE IT

THE WALL OF 400 WINES

Each year, Krug’s Cellar Master auditions 250 wines of the year and 150 reserve wines when creating a new Édition of Krug Grande Cuvée. While the wall of this tasting room visually depicts these 400 wines, each of which incarnates the essence of a single vineyard plot, audio speakers placed around the space play acoustic representations of 10 different regions of Champagne, to demonstrate the unique contribution of each to the final blend of Krug Grande Cuvée.

 

EXPERIENCE IT

Downstairs to the cellars

Now cross the courtyard into the next building. Here, behind a 21st century code-secured door, a dimly-lit arched stairway leads you down. The air is cool, your eyes adjust slowly to the darkness. Then you arrive. You are greeted by endless rows of racks in which countless bottles of Krug sleep. A stay of around seven years in the cellars will reveal the fullness of flavours and aromas of Krug Grande Cuvée. Two men in overalls closely examine the contents of their charges, and skilfully upend each one. Further on in another vast cellar, another man works by candlelight, rotating bottle after bottle in wooden racks, just a quarter-turn each. Every step in the creation of Krug Champagnes requires the utmost precision and care. 

The Reserve Wine Library

Next, your tour takes a surprising turn. Secured safely behind bolted gates, a cathedral of time capsules comes into view: shoulder to shoulder in their stainless-steel dwellings, the reserve wines of the House of Krug, where one plot equals one wine. One contains wine from the revered plot of Clos d’Ambonnay, harvested only recently. In another cellar, 150 wines from 12 different years wait until the Cellar Master calls upon them, musicians, to play the Music of Krug Grande Cuvée or Krug Rosé. You begin to see what it means to give time to the unforgettable. 

THE KRUG YURT

In a nod to the House’s former iconic Music room, a wooden Yurt has been erected in the garden of the Krug Family House in 2018. Specifically designed for sound experiences, the Krug Yurt – which required more than 900 hours of carpentry and woodwork to create – is the vessel of the Krug Echoes tastings, where guests discover Krug Champagnes with their unique Music Pairings. This immersive tasting is a non-technical and unforgettable way to discover Krug Champagnes.

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THE KRUG YURT

In a nod to the House’s former iconic Music room, a wooden Yurt has been erected in the garden of the Krug Family House in 2018. Specifically designed for sound experiences, the Krug Yurt – which required more than 900 hours of carpentry and woodwork to create – is the vessel of the Krug Echoes tastings, where guests discover Krug Champagnes with their unique Music Pairings. This immersive tasting is a non-technical and unforgettable way to discover Krug Champagnes.

‍

THE VISION

When Joseph Krug established the Champagne House bearing his name in 1843, driven by his understanding that the true essence of Champagne is pleasure itself, his dream was to offer the very best Champagne every year, regardless of annual climate variations. 

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SAVOIR-FAIRE

Paying close attention to the vineyard’s character, respecting the individuality of each plot and its wine, as well as building an extensive library of reserve wines from many different years allowed Joseph Krug to fulfil his dream.

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