“The Champagne Bar,” with Japan’s First Collaboration with KRUG Brand-new approach featuring a “KRUG iDs” and “KRUG Music Paring”
ANA InterContinental Tokyo (Akasaka, Minato-ku, Tokyo) has announced the operation of “The Champagne Bar” (located on the 3rd floor) for one year from June 1, 2016 to May 31, 2017, featuring a new layout / design and with the first-ever focus on the “KRUG” brand of champagne in Japan.
Since first opening in October 2003 as a bar specializing in champagne, “The Champagne Bar” immediately became a hot topic of conversation alongside the upsurge of the popularity of champagne, and has won favor due to catering to a wide variety of guests regardless of nationality or age. The main characteristics of “The Champagne Bar” include the more than 15 varieties of champagne served by the glass, an international clientele (including hotel guests), and a casual atmosphere that is also welcoming to single female guests. The space also features well-liked counter seating, where the bubbling of a glass of champagne is beautifully lit up from below.
Recently, champagne has experienced an upsurge in popularity and can be found in restaurants and bars, with some people also enjoying it at home. Customers are also becoming familiarized with specific champagne tastes, in accordance with the increase in customer knowledge regarding champagne, along with appreciating the subtle differences in flavors and characteristics among the available brands. Against this backdrop, we have decided to bring a new concept to the market focusing on KRUG, a high-end champagne brand, as a new offering for the enhanced enjoyment of champagne by our customers.
The characteristics of this collaboration with KRUG include unique services aligned with the brand, all under the “KRUG Studio” concept. These services include “KRUG Music Paring” as suggested by KRUG, in which guests can pair music matched with each bottle, as played through an iPad, while enjoying their champagne. There is also the “KRUG iD” with which they can enter “iD” information from each bottle via the KRUG website or app, in order to receive useful information such as KRUG Music Paring, stories about harvesting as recounted by cellar masters, and recommended food pairings for each bottle. We believe that these services can allow our customers to experience the full depth of champagne by presenting various ways to enjoy champagne tasting and by helping to deepen their own thoughts and feelings about champagne. Additionally, we will hold bimonthly seminars hosted by brand ambassadors from KRUG for a deeper understanding of the brand.
KRUG has been producing champagne of the highest quality since its foundation in 1843 and has been positioned as a high-end champagne maison both in name and substance. (See further below for more details on the brand.)
“The Champagne Bar” offers other champagne brands by the bottle or glass, while promoting KRUG as its main attraction, among others. From June 1, 2016, customers can enjoy the fresh interior of “The Champagne Bar” as renovated according to the concept of “KRUG Studio.”