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.

Champagne Launch: Champagne Tendil and Lombardi

Tendil & Lombardi recently announce that their Champagnes will be hitting the shelves in the U.S. for the 2012 holiday season!

Background: Tendil & Lombardi Champagne is the project of Laurent Tendil and Stephane Lombardi, childhood friends from Lyon, France. Champagne lovers from early on, Tendil et Lombardi both left top management positions in multi-national companies when they made the leap towards what had been a dream for years, creating their own Champagne. After reaching an agreement in 2007 with a producer allowing them to use parcels and equipment in the Aube region.

Lombardi explains “We both decided to chase down our dream, despite the economic climate and personal financial risks. We’ve had some very rough nights where I would call Tendil saying this project is hopeless, and he’d tell me that we’d be fine — some other nights he would call and I would be the one to reassure him.”

The road is still very long for these two entrepreneurs, nevertheless Tendil & Lombardi Champagnes are already sold in eight countries, and all six cuvees have been rated 90+ by Wine Spectator, not to mention the positive response from Wine Enthusiast, Stephen Tanzer and others.

Tendil & Lombardi’s six cuvees are mainly mono-varietal, either Pinot Noir or Chardonnay. Lombardi explains, “This choice allows us to produce Champagnes that respect the specificity and authenticity of these two noble Champagne grapes.” A highlight of the range is their “Rose de Saignee.”

Whereas most modern rose Champagnes are made by adding red wine, Tendil & Lombardi’s rose gets its enchanting pink color from the traditional method of leaving the juice in contact with the skins of the Pinot Noir. The only blended cuvee in the range is the Cuvee Hymenee.

Tendil explains, “Hymenee is the ancient Greek word for perfect marriage, and we think that this cuvee is the perfect marriage between Pinot Noir and Chardonnay.” He might be correct, as this delightful blend of 50 percent Chardonnay and 50 percent Pinot Noir has recently been rated 92 Points by Wine Spectator.

Tendil & Lombardi Rosé de Saignée Millésime 2007
91 Wine Spectator

Notes: Well-cut and aromatic, offering flavors of black cherry puree, toasted raisin bread and pomegranate, with a sweet, smoky base note and hints of tea rose and violet, all set on the lively bead. Offers a bright, creamy finish. Drink now through 2025.

Moet & Chandon replaces Scarlett Johansson with Roger Federer

On Friday the Champagne House of Moët & Chandon announced that it is ending its relationship with Scarlett Johansson and replacing her with Roger Federer as brand ambassador.

In his new role as brand ambassador, Federer will take centre stage in the House’s upcoming advertising campaign, which is certain to generate lots of buzz when revealed in March 2013.

The partnership is expected to last for at four years and that Federer will be “a long-term friend of the house.”

“Federer personifies the glamour of achievement, great generosity, and tremendous style values that have been key to our house throughout its long history,” said Stephane Baschiera, president and chief executive of Moët & Chandon. “As the champagne of victory and an enthusiastic supporter of major tennis tournaments around the world, we are extremely proud to welcome Federer with Moët & Chandon’s hallmark hospitality.”

Federer said: “It’s more than just an honour to be Moët & Chandon’s brand ambassador, it’s an invitation to be part of a very glamorous tradition. Moët & Chandon has always been the Champagne of international trendsetters and I’m proud to be part of a brand that is as dedicated to the pursuit of excellence as I have been throughout my career.”

Air France’s La Première Cabin has Caviar and Champagne on its Menu for the Holiday Season

For the Christmas and New Year holiday season Air France will be offering passengers traveling in the La Première cabin some exceptional dishes to make their flight a refined experience. From December to January 2013 on flights departing from Paris, passengers will now be able to enjoy a unique appetizer, an individual ‘egg’ of Cavier Alverta Royal Eggxiting by Petrossian.

La Première passengers will also get to enjoy exclusive gourmet dishes by Jacques Le Divellec, a noted French chef and a member of the Servair Culinary Studio, with two of his own recipes; the fillet of turbot with clams and the seafood medley with shellfish sauce.

Along with caviar and seafood selections, the dessert menu is designed by Lenotre, and Oilvier Poussier has selected wine from various French regions, along with the Taittinger Comtes de Champagne 2000.