Page 18 - Rolls Royce, Bentley Mihi Exculta Magazine (Made for Me) - Issue 2, designed and produced by Connell Marketing Associates, UK

PREMIUM BRANDS Originally, the bubbles in the wines from Champagne
were a surprise. Today, they represent a trade-mark
The Magic of which is literally worth a fortune.
In the world of champagne the definitive bubble is produced
Krug by a small champagne house in the heart of Reims - Krug.

When a Bubble is The product of a chilly climate, the cold winters of
Worth a Fortune Champagne tended to interrupt the natural fermentation
process of its wines before it was complete. In spring, after
the wine had been bottled, the warm weather encouraged a
second fermentation, actually in the bottle. Ironically, it
was this fizz which was to establish champagne as the
wine of first-choice for any serious party.

Within the hierarchy of champagne, Krug has long been
renowned by the cognoscenti world-wide as a tête de cuvées.
If you were a connoisseur, a lover of the finest bubbles in
the world, then you chose Krug - quietly. It was not
something you boasted about; you let your choice speak
for you.

Such knowledge will have been handed down, father to
son, succeeding generation to succeeding generation. Today
such understated elegance is less easy to maintain. As the
emphasis shifted away from discreet savouring towards
more obvious consumption, the conundrum for Krug was
how to sustain the mystique of the marque and yet persuade
consumers that Krug was more than a once-in-a-lifetime
celebration bottle.

18 MIHI EXCULTA - July 1997