Olivier Krug represents the sixth generation of this iconic Champagne family. A charming and witty man in love with his wines, he transmits passion, joy, serenity, and a sense of commitment. I cannot imagine him any other way, having the chance to drink so much Krug, but also the responsibility to carry on the legacy of his great-great-great-grandfather, based on the uncompromising quest for great and consistent quality and pleasure.
You are consistently rated amongst the very best Champagne houses. What makes you superior? How would you describe Krug?
Superiority is not part of our vocabulary, neither competition nor ratings. Champagne is about sharing, offering, and giving an emotion of generosity with a sensation of pleasure. For this, Krug is produced to be consistently affluent and the most generous expression of champagne. Subsequently, our production methods are very important in the making of our champagne. For example, we choose our grapes bunch by bunch, age our wine for lengthy periods, and have a vast amount of base and reserve wines to work with.
Champagne is about sharing, offering, and giving an emotion of generosity with a sensation of pleasure.
This originates from my ancestor Joseph Krug who was addicted and obsessed with pleasure, which is what we want to create and bring across with our quality. With quality, you will always have pleasure. Joseph Krug was a maverick for his time, initially doing business in Paris and only marrying at 41. He was a gentleman who knew the art of living. He worked for Jacquesson to acquire a better understanding of the principles of making champagne and selling it around the world. He learned that the creation of consistency was the ultimate feature to offer to his clients. This is what he strived for; to create a champagne that did not exist at that time, of great and consistent quality, every year. Beyond that, he wanted to create the richest expression of champagne. He studied the terroir of Champagne and found he enjoyed its nuances to create individuality in his champagne.
We have maintained his vision, his determination and philosophy of uncompromising quality and consistency to bring pleasure to the persons enjoying Krug. Today, we still strive for consistency year in and year out. For example, every vintage we make 200–250 different base wines, which bring remarkable possibilities for us to keep the best of the best. Also, we achieve a further distinction in our champagnes with the long aging in the cellar.
But it is this obsession with pleasure that brings out our distinctiveness. Most people do not taste champagne for technical reasons, do they? They taste for pleasure; therefore, we always put the delight and contentment of champagne first. Krug is not about being a wine connoisseur or specialist; it is the easiest champagne to understand and enjoy; you don’t need to know it; you just have to experience it. The versatility of Krug also offers endless possibilities of champagne and food pairing, adding to its diversity.
Krug is not about being a wine connoisseur or specialist; it is the easiest champagne to understand and enjoy.
Which role the terroirs play in the making of Krug?
You cannot make great champagne without using the best terroirs, the best grapes, and the best wines. You might come close to something when using lesser quality, but you cannot rely on this, otherwise, you will lose your reputation. This is why part of our vision is to create and maintain close relations with the vine growers and build large stocks of reserve wines, which took many years.
You cannot make great champagne without using the best terroirs, the best grapes, and the best wines.
You have introduced the Krug ID code on every bottle. What is the idea behind?
This is a modern approach to communicate with the public and improve our clients’ knowledge of Krug effortlessly. We are giving this information to the consumers to further develop an interest in their collections of Krug champagnes. The information we provide includes disgorgement date and harvest conditions in the years on which the wine is based. This helps the customers to age their wines in their cellars and decide when is the best time to drink their Krug champagnes.
What would life be like without champagne?
Very exciting because we would have to invent it!