New-Age Bubbly

The eldest of Henri Krug’s five children, Olivier Krug grew up right beside the Krug cellars in Reims. As the years passed, his childhood curiosity about the family business soon grew into a passion and in 1989, after studying economics and finance in Paris, his father made him an offer he had long dreamt of. At that moment, Olivier became the sixth generation of the Krug family to perpetuate the vision of his great-great-great grandfather Joseph Krug, who founded the House of Krug in 1843.

Today, as the Director of Krug, Olivier continues to foster very special relations between Krug and the winegrowers, when he is not travelling all over the world, sharing the Krug spirit and visiting the House’s wide network of Krug Ambassadors.

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Giving us a peek into his early childhood days, he is reminiscent of the time when he got to taste his first drop of Krug. It was long before he was even forming memories. A drop of Krug was placed on his lips the day that he was born. The experience has become something of a family tradition, which he has perpetuated even with his children.

As the family’s longstanding tradition dictated, he was soon sent out into the world to acquaint himself with Krug’s clientele and expand the business. We asked him what made the Krug Champagne timeless? "Each year, the House of Krug honours the dream of one man, its founder – and my ancestor – Joseph Krug, with a new Édition of Krug Grande Cuvée, the fullest expression of Champagne. A blend of over 120 distinct wines from at least 10 different years, each Édition expresses a fullness of flavours and aromas that would be impossible to convey with the wines of a single year. Every year, after a rest of around seven years in Krug’s cellars, a new Édition leaves the House to be enjoyed all over the world. Time is integral to our craftsmanship: time to taste, time to blend, and time for our Champagnes to rest in the cellars as they gain in finesse and elegance. Krug gives time to the unforgettable." says Olivier.

Music and melody matter to Olivier, and the Krug Musical experience came about as an extension of his love for all art forms and pairing it with the best of champagnes. Much like music, the art of Krug Champagne is in the unique blend of different elements that connect to the senses. The link between Krug and music dates back over a century, as love for music has always been very strong his my family. Growing up he recalls the rhythm drifting into the garden in summer.

His grandfather loved jazz, so they often enjoyed a glass of Krug Champagne together whilst listening to his vast collection of vinyl records. His father always told him, that the best way to enjoy this sensorial experience is to share it with music. Krug can go beyond the traditional boundaries and connect with champagne aficionados in a nontechnical, universal language that is easy to understand – one that conveys sensations and pleasure.

It is in this spirit and understanding that the House of Krug has developed a unique endeavour called, Krug Echoes, a universe of musical pairings, immersive experiences, unconventional tastings and music events all around the world.

Champagne is like emotional fireworks; frequently it offers sensations that connect people to a personal experience, and as we speak to Olivier as he unravels the most remarkable Krug in his cellars.

"One of my favourite stories is about my ancestor and great-great-grandmother, Jeanne Krug. Her husband, Joseph Krug II, was captured and taken as a POW during the First World War. Meanwhile, the front was just miles from the Krug Maison. Reims was under an artillery barrage for 1,051 days. During that time, Jeanne opened the Champagne cellars as shelters from the bombardment, a makeshift hospital, and a military base. Throughout all of this, she still managed to craft Champagnes and oversee the vines, while her husband advised her through letters he sent from his POW camp. The 1915 Vintage was created under these dramatic conditions and today, three bottles remain. Jeanne was a strong, generous and tenacious woman, keeping alive Joseph Krug’s dream to create the fullest expression of Champagne every year, without exception," recollects Olivier.

The most amazing sentiment with Krug is that you can tell from just a sip as to how special it is. But for Olivier it's more than that, as we came to the end of our tête-à-tête, we asked him; what would life without Champagne be like for you? To which he humbly smiles and concludes - Does such a life exist?