Liz Palmer - Wine + Lifestyle Journalist
Liz Palmer | International wine and Lifestyle Journalist - - Krug Champagne Takes Marketing To New Heights: Krug Institute of Happiness
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Krug Champagne Takes Marketing To New Heights: Krug Institute of Happiness

Krug has gone a few steps this December with an innovative new marketing campaign. The Champagne producer has announced the launch of the Krug Institute of Happiness, which will be running for one week during the month of December. The ‘Institute’ has found its home in a previously undiscovered London location and its guests will be honored with a ‘pleasure seeking menu’ paired with and inspired by Krug Champagne. The menu has been created by one of London’s top Michelin star chefs, Nuno Mendes.

The aim behind the lavish campaign is to encourage consumers to think of happiness, celebration and luxury when they think of Krug Champagne. The experience not only includes a fabulous dinner, but also whisks guests through a lit up London, making the whole affair seems like something out of a Richard Curtis film (think Love Actually and Notting Hill).

Krug says, “The Institute of Happiness sets the stage for creating happiness and discovering the craftsmanship and passion behind Krug Champagne. Beginning the experience, guests are whisked through the city in a private transfer to the previously undiscovered location of 85 Swains Lane.

“Arriving at the Institute of Happiness, guests enter a once in a lifetime opportunity to immerse themselves in all things pleasurable. Krug’s Institute of Happiness seeks to touch every guest with an emotive memory through a once in a lifetime dining experience, set to create happiness in each guest.

“Every element of the Institute of Happiness is a bespoke experience, from guests place settings to the music heard throughout the evening. The completely unique and bespoke adventure into the world of Krug is facilitated by touching the senses of sight, sound, scent and of course taste, as every element of the experience is designed to create happiness in all guests. The four-course menu is designed by the Michelin-star chef, who has built each course around a different endorphin-releasing ingredient, as the final flourish to all the dream-like elements.”

Yes, a wonderful experience, but there is more to the marketing campaign masterfully created by Krug than creating a fabulous evening for its handful of guests. It has captured everything that is wonderful about Christmas in London. The cold nights, warm houses, celebrating with friends, lavish meals and luxury, not to mention sipping Krug.

The event has been running this week, so there may be only a small handful of exclusive tickets left… a perfect impromptu experience in one of the world’s most fabulous capital cities www.kruginstituteofhappiness.com.

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About the author

Award Winning Author and Wine Journalist Liz Palmer is a well-respected wine journalist since 2004 and has an international reputation as a critic and judge. Liz has had the pleasure of interviewing and tasting with some of the industry’s leading winemakers, professors and personalities. Liz Palmer’s articles have appeared in national and international magazines. She is one of four founding international hosts for #ChampagneDay 2011-2017; she has served as a judge for the 2013-2017 Global Traveler's Wines on the Wing airline wine competition (New York); 2014-2017 Michelangelo International Wine Awards (South Africa) 2014-2017; and for The Stevie Awards for Women in Business (New York) (2014-2017). Her Memberships include: Wine Writers’ Circle of Canada, Circle of Wine Writers (UK), International Federation of Wine and Spirits Journalists and Writers (FIJEV); Wine Century Club (NYC), The Fine Wine Reserve, and Les Dames d’Escoffier (President – Toronto Chapter). 2017 Awards: Liz Palmer’s first book, “The Ultimate Guide To Champagne” has received the National Award for the best French Wine Book at the Gourmand World Awards 2017. On April 7th, 2017 she was awarded the title of “Dame Chevalier” of the Ordre de Coteaux de Champagne at an official ceremony in Paris.

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