London UK Archives

Ascot Launches Wine Club

Royal Ascot 2020 was canceled in April due to the ongoing coronavirus crisis. The racecourse’s flagship five-day event will not be open to the public, but organizers still hope to draw in fans by broadcasting the popular outing behind closed doors. Racegoers will still be able to enjoy the racing action, take part in themed activities and dress up at home to bring Royal Ascot to life.

As an event which truly showcases the very best in food and drink, Ascot has launched the ‘Ascot Wine Club’ in association with its wine and champagne suppliers Hallgarten & Novum Wines and Moët & Chandon.

Three cases of wine are available, each named after former Gold Cup Champions – The Yeats Case, The Sagaro Case and The Fame and Glory Case – featuring wines from across Hallgarten Wines’ award-winning portfolio and Moët & Chandon’s flagship cuvées. Customers will also be able to create their own mixed cases with wines at a special Ascot Wine Club price.

10% of all wine sales through their website will be donated to Ascot Racecourse Supports Charitable Fund.

Juliet Slot, chief commercial officer at Ascot Racecourse, said: “As we plan for Royal Ascot 2020 behind closed doors, we wanted to offer a delivery service of some of our best-loved Royal Ascot wines while supporting the Ascot Racecourse Supports Charitable Fund. Combined with expert pairing advice, we hope The Ascot Wine Club will help bring the Royal Ascot experience to life, wherever you are watching the action from in this unprecedented year.”

Riedel Launches New Champagne Stemware from the Superleggero and Veritas Collections

Earlier this year Maximilian Riedel launched the Sommeliers Superleggero series — he says: “Drawing on 60 years of wine experience and expertise, the new Sommeliers Superleggero Series is designed to carry the charm of a handmade glass with added superior lightness.” The hand blown Superlegerro Champagne stemware retails for £270/pair.

Riedel also launched this year, from the Veritas range, machine blown Champagne stemware that retails for £55/pair.

I met up with Matt Knight, Business Manager of Riedel UK, at The Union des Grands Crus de Bordeaux, at the Royal Opera House, London yesterday and he was very happy to show me the new champagne stemware. Both have the same bowl shape and size, are lead-free and the stems have been lengthened creating a more slimmer and elegant steamware.

My preference is the Superlegerro – the stem was a bit longer giving it a bit more elegant feel.

Dishwasher Safe: Yes
Height: 260mm

Liz Palmer

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.