Here is an overview of the full collection of Krug labels over the past 30 years.
a) Krug Private Cuvée in standard champagne bottle : this was Krug before 1978.
b) Krug Grande Cuvée in the exclusive Krug bottle shape with short
cap : this was introduced in 1978 to replace the Private Cuvée.
Exactly same blend philosophy, production choices and style :
The Krug but (i) new 100 % French name ii) exclusive, elegant, inspiring
bottle shape to clearly visualise Krug's uniqueness out of the crowd ....
(iii) new label to better fit the bottle shape. The label and short cap have been
used until 1982 / 83.
c) Krug Grande Cuvée with the beige label and long cap. This was introduced in
+ / - 1982 / 83 when we finally found the mean to have a long cap which was not initially
technically possible for this bottle shape . At the same time we soften the label
color and frames to gain in elegance. This has been used until 1995 / 96.
d) Krug Grande Cuvée with the gold label (at the left of the picture). This was introduced
in 1995 / 96 as we found out, over the years, that the beige label get up was a bit
dull and did not convey the extravagant exuberance of Krug !
e) The new label which we are now releasing ! Yes, after what may seem to be long period
of trials and researches, we have just redefined the whole label, neck label and
foil aspect with the intention of stabilising our "face" the Krug Lover and better express
our House and brand values. When you will see it, you will find it both more traditional
and more modern, more elegant / understated and more impactful, more assertive
and less intimidating .... A combination of superiority and .... modesty.
When I am exposed to show all this and tell the story, for example to MBA students,
people may naturally think that Krug should have died several times from these successive
Well the answer is exactly to the opposite. Krug's reputation and appeal has only
grown in the past 30 + years and we have had very few questions and debates on Krug
labels. Why ? Should I tell you ? Quite simply because Krug has remained Krug in taste and
style and this is what Krug Lovers care about.
When you taste your 4 different bottles, you will be doing a vertical of Private / Grande Cuvée
Krug from the late 60's to the late 90's. The continuity of style should be obvious despite
of the expected maturity effect on the older bottles which indeed should display round, deep,
intense dimension, stewed fruit notes ........ very much like with Krug Collection older vintages.
All this, naturally, subject to good storage conditions between the day they left our cellars
and the day you will open them.