Krug assembles Southeast Asia’s Michelin-starred chefs for Grande Cuvee 174eme Edition launch
Krug launched its Grande Cuvee 174eme Edition in Southeast Asia through a chef collaboration spanning Singapore, Malaysia, and the Philippines, pairing the 143-wine blend with curated food pairings at Michelin-starred restaurants.
Maison Krug convened nine of Southeast Asia's leading chefs in Singapore to debut Grande Cuvee 174eme Edition ahead of wider regional availability. The gathering, held at Jurong Lake Gardens under Krug's annual Krug in the Kitchen initiative, featured culinary workshops and food-pairing experiences designed to position the newest expression within fine dining establishments across the region.
Krug's cellar master Julie Cavil created the 174eme Edition by blending 143 wines across 10 vintages, with the blend spending seven years in the Maison's cellars. The composition reflects Joseph Krug's foundational approach: treating each vineyard plot as a distinct ingredient rather than chasing consistent vintage profiles.
The attending chefs included Jaan's Kirk Westaway, Odette's Julien Royer, Meta's Sun Kim, Iyasaka's Kenjiro Hashida, Potager's Masashi Horiuchi, Buona Terra's Denis Lucchi, Art di Daniele Sperindio's Daniele Sperindio, Shoukouwa's Kazumine Nishida, and Au Jardin's Kim Hock Su. During the workshop, each created a single snack using ingredients from Krug's past single-ingredient programming—carrot, lemon, bell pepper, onion, and mushroom—to pair with the new release.
Beyond the Singapore gathering, the collaboration extends through a structured rollout. Krug Ambassade restaurants across Singapore, Malaysia, and the Philippines will present dishes paired with Grande Cuvee 174eme Edition from September through October. The BYOK (Bring Your Own Krug) component involved three regional Krug Ambassades: Augustine Kum of Moomba in Singapore, Jojo Madrid of PWX in the Philippines, and Tam Chaisiri of Thailand's Nusara.
The initiative serves as both a trade activation and brand positioning mechanism. By anchoring the release to established fine-dining establishments rather than direct-to-consumer channels, Krug targets high-margin on-premise sales while leveraging chef authority to justify the product's position in the premium Champagne segment.
