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The Art of Blending Krug & Sound

PR Campaign
Tuesday 15th September, 2026

Krug turned guests’ tasting notes into original music, created live by producers during a three-night Champagne experience at Larrabee Studios in Los Angeles. A celebrity preview helped set the scene, while public sessions paired the live composition with Champagne and dinner.

Why it worked: It fused scarce access (Larrabee studio), real-time creation (audience data into live songs), and celebrity validation, giving journalists a timely, experiential hook.

The lesson: Consider staging a limited, ticketed event where attendee inputs are transformed live into a tangible artifact journalists can preview, film, and link to.

Krug Larrabee Studios
3 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
luxurydaily.com Krug opens Larrabee Studios for three tasting sessions Tuesday 15th September, 2026
elitetraveler.com Krug Champagne’s New Dining Experience is Inside a Recording Studio Wednesday 16th September, 2026
variety.com Nas, Jeremy Pope, Ashlee Simpson and More Toast Krug’s New Champagne-and-Sound Experience at L.A.’s Larrabee Studios Saturday 26th September, 2026
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