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The Art of Blending Krug & Sound
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.
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 |