20 Minutes With: New Krug Champagne President Manuel Reman
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20 Minutes With: New Krug Champagne President Manuel Reman

By Shivani Vora
Tue, Nov 22, 2022 8:34amGrey Clock 4 min

Founded in 1843 in Reims, France, Krug champagne is one of the most prestigious and sought-after wines globally. A price for a bottle ranges from US$210 for a Grand Cuvee, the non-vintage label that it recreates every year, to US$2,799 for Clos d’Ambonnay, a vintage that’s produced from a single plot of pinot noir grapes.

This year, Krug appointed a new president, Manuel Reman, who, at 44, is one of the youngest presidents in the brand’s history. He joins the company at a time when sales are at an all-time high, and the house can’t produce enough champagne to meet the demand. “We sold out of bottles everywhere last year, which has never really happened before,” Reman says. Despite its visibility, he points out that Krug is a small label that produces just 0.1 percent of the world’s champagnes from its 200 acres of vineyards—Moet Hennessy, in comparison, commands 15,000 acres. It’s also still run like a family house: Olivier Krug, the sixth generation Krug, is a director and heavily involved.

With sales soaring, Reman’s biggest mandate in his role is to maintain the champagne’s quality and not make radical changes to a formula that’s already working. But while he might be a newcomer to Krug, Reman has worked at its parent company, LVMH, for nearly two decades in various roles including as chief of staff for Moet Chandon’s CEO. Even before starting in the industry, however, appreciating wine—its terroir, body, and taste—was his longtime hobby that he pursued by joining wine clubs in Paris.

Reman recently spoke with Penta from Krug’s headquarters in Reims about the brand’s future, attracting new audiences, and his favourite ways to enjoy the perfect glass of bubbly.

PENTA: Krug is already a well-established brand. What is your vision for the company as its president?

Manuel Reman: There might be a lot of Krug fans, but we need to diversify who drinks our champagne. Currently, it’s enjoyed mostly by serious oenophiles, but we want to attract people who aren’t wine connoisseurs yet appreciate a great glass of champagne.

How has Krug changed since it was founded in 1843?

The taste profile of the champagne hasn’t changed. The toasted bread, spices, and orange marmalade that were characteristics when we were founded in 1843 still define our taste today. What has changed is the production process itself. We still ferment in oak barrels, although many champagne makers have switched to using stainless steel tanks. However, we now store our reserve wines in stainless steel, which keeps them fresher for longer. We usually stick with tradition but use modern techniques when it makes sense.

How does Krug differentiate itself from other luxury champagnes?

Most release only vintage champagnes which express the grape production of a particular year. Krug has vintages too, but we also release a Grand Cuvee—our non-vintage—every year that’s a blend of nearly 200 different wines produced in different years and from different grapes and regions.

Where are your biggest markets, and what areas are up-and-coming?

Japan, by far, is the biggest and has been for nearly 20 years. Nearly one out of every three bottles of Krug that is produced is consumed in Japan. It became popular there because Olivier Krug [the sixth generation of the Krug family and the house’s director] spent three years in Japan working on brand awareness.

After Japan, the U.S. is the biggest, although we’re only big in five markets: New York, Los Angeles, San Francisco, Texas, and South Florida. We’ve barely scratched the surface in the U.S., and part of the reason is that we don’t have enough bottles to sell.

In terms of up-and-coming markets, we’re seeing a lot of new drinkers in South Korea. Many high-end restaurants have opened in Seoul in recent years, and these places are carrying Krug. Germany and Italy are also newer markets for us and gained traction during Covid. The duty-free stores in the airports where Krug sells bottles were closed so we reallocated them to these countries, and people got to know about the brand.

There’s been a lot of press about the champagne shortage during the pandemic. What’s the reason behind the shortage, and how is Krug dealing with it?

People were home during Covid and started to consume champagne at home instead of saving it for a special occasion at a restaurant. They weren’t spending their discretionary income on traveling or going to restaurants and had a budget to spend on luxury items at home. Champagne fit into that trend.

Krug is dealing with the shortage by trying to make sure that our distribution is even in various markets and across restaurants and retailers. We are also asking retailers to limit the amount that customers can buy. What we don’t want is for any one person to buy a large number of bottles to keep or to resell.

You’re a proponent of the brand being about more than just drinking champagne. Can you explain what you mean?

I’m of the view that Krug needs to be an experience, not just a sparkling wine. For example, the Krug family house is in the village of Reims in the Champagne region, and we invite people to visit it for meals and tastings. The way we do our tastings is unique: We pair each champagne with a different music composition. We commission music from musicians all over the world and ask them to compose short songs for us based on the creative inspiration they get when they drink our champagnes. It could be classical, jazz, pop, or anything. We play their compositions while visitors drink our various champagnes. Chloe Flower, a classical pianist from the U.S., is one example of a musician we have collaborated with.

We also give private tours of our vineyards and cellars for people who schedule in advance. You can even spend the whole day in the fields appreciating the landscape, the greenery, the sounds of the birds, and just being outside.

Any tips for budding champagne collectors?

Know that champagne can age beautifully, but you need to store it away from the light and in cool temperatures. I also suggest buying champagnes from a diversity of brands, from small growers to well-known labels, because there are so many styles, and a collection should always have a mix. Once you find a champagne that you love, buy as much of it as you can. The scarcity issue isn’t going anywhere, especially with climate change and unpredictable harvest conditions. Follow your taste, not any rules about what champagne you should and shouldn’t own.

What advice can you share for enjoying the perfect glass of champagne?

First of all, please drink it in flutes. Champagne is a wine and should be drunk in a white wine glass. People started using flutes to see the effect of the bubbles rising from the bottom to the top, but they’re like listening to a concert with earplugs—the shape of the glass mutes the taste.

And, never wait for a special occasion to drink. Pop a bottle anytime, even on a Monday night dinner at home. What you’re celebrating is the champagne and the connection you have with the person you’re drinking it with.



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Art can transform more than just walls—it shapes mood, evokes memory, and elevates the everyday. Discover how thoughtfully curated interiors can become living expressions of personal meaning and refined luxury, from sculptural furniture to bespoke murals.

By Ozge Fettahlioglu
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Art can transform more than just walls—it shapes mood, evokes memory, and elevates the everyday. Discover how thoughtfully curated interiors can become living expressions of personal meaning and refined luxury, from sculptural furniture to bespoke murals.

  1. Artful Abundance: The Sophisticated Joy of Artful Interiors

Imagine a hushed hospital corridor, its sterile walls awash in the glow of flickering fluorescent lights. In that unexpected moment, a solitary Monet painting emerged—a luminous tableau of delicate lilies dancing in quiet defiance.

As the clinical austerity yielded to the graceful presence of art, this single work transformed into a vessel of solace and hope amid overwhelming uncertainty.

That moment continues to resonate with me—a vivid reminder that art transcends mere aesthetics to become a profound catalyst for emotional healing and inspiration. It is this transformative experience that fuels my passion as a biophilic interior designer.

I create environments where every element, from bespoke murals to sculptural installations, harnesses art’s power to elevate the human spirit, spark creativity, and enrich lives. Let us journey together into the world of luxurious interiors that define modern elegance.

2. Art as Wellness: A Daily Ritual of Rejuvenation

At its core, art is a daily ritual that renews both mind and spirit. Scientific research consistently confirms that nature-inspired art reduces stress, lowers blood pressure, and kindles creativity.

The simple act of beholding a tranquil landscape or a subtle floral motif transforms your space into a private retreat, offering solace amidst a hectic world.

In my practice, I meticulously select artworks chosen not only for their aesthetic appeal but also for their potent, therapeutic benefits.

Each piece serves as daily inspiration—a quiet invitation to experience calm and well-being. For example, our Hilton project demonstrates how hospitality resorts integrate nature-inspired art not only for its visual impact but also as a medium of healing; here, a collaboration with a local artist produced a masterful installation that functions both as a statement piece and a source of well-being.

3. Bespoke Brilliance: Celebrating Your Unique Narrative

Luxury design is profoundly personal. Bespoke art transcends mass-produced décor by capturing your unique story—whether through a custom mural reminiscent of your favourite botanical garden or silk wallpapers that evoke the allure of exotic landscapes.

Each personalised creation turns your walls into a living narrative of cherished memories and distinctive taste. Consider how a thoughtfully designed space can reflect your individuality and elevate your living experience.

4. Sculptural Elegance: Redefining Spatial Dynamics

Art is not confined to two dimensions. Three-dimensional sculptural works bring vitality to interiors by adding depth, texture, and tactile allure.

Picture a gracefully sculpted piece—a marble table echoing the gentle rhythm of ocean waves or a repurposed bronze branch serving as an elegant room divider.

Such statement sculptures command attention while seamlessly integrating form with function and providing a natural conversation starter in any refined space.

5. Architectural Artistry: When Structure Meets Art

A truly sophisticated home elegantly merges art with architecture. Imagine a residence where bespoke staircases curve with elegance, where hand-carved wooden doors evoke the intricate beauty of nature, and where expansive windows frame breathtaking vistas.

In these spaces, every architectural detail contributes to a cohesive canvas of artistic expression. As you envision your own home, consider how your surroundings can be thoughtfully designed to reflect both beauty and purpose.

6. Furniture as Functional Art: Merging Practicality with Mastery

In luxury interiors, even the functional becomes exceptional through artful design. Consider a one-of-a-kind, hand-carved pink marble swivel chair—a masterpiece where practicality meets refined craftsmanship.

More than just a piece of furniture, this chair sparks conversation and serves as an emblem of creative innovation and exclusivity.

Let this be a symbol of how every element in your home might reflect your dedication to exquisite artistry.

7. Digital Sophistication: The Future of Artistic Expression

In an age defined by rapid technological advancement, digital art installations offer a contemporary twist on traditional forms.

High-resolution displays now present dynamic landscapes—a cascade of waterfalls, the quiet majesty of a forest, or a serene digital ocean vista—that adapt and evolve with your environment.

This modern element seamlessly aligns cutting-edge technology with timeless aesthetics, ensuring your space remains as innovative as it is elegant.

8. Luxurious Textiles and Furnishings: The Essence of Understated Elegance

Luxury is often revealed in the details: the textures, colours, and fabrics that together create a haven of understated splendour.

Bespoke silk cushions with intricate botanical embroidery, sumptuous velvet throws that evoke tropical charm, and bedding that mirrors the ethereal beauty of cloudscapes all contribute to an atmosphere of refined elegance and comfort.

Every tactile detail is chosen to evoke warmth and stand as a testament to your taste for excellence.

9. Refined Heritage: Honouring Timeless Craftsmanship

In the realm of luxury, tradition and modernity exist in perfect harmony. Integrating timeless antiques—such as a rare Vladimir Kagan couch or a coveted Hans Wegner chair—with contemporary design creates a dialogue that honours both heritage and innovation.

These storied pieces carry with them a legacy of masterful craftsmanship, adding layers of significance and depth to your living environment. They remind us that true elegance is built upon a foundation of enduring quality.

10. The Art of Personal Meaning: Crafting Your Legacy

Ultimately, art is the language through which you express your unique legacy.

Every carefully chosen piece reflects a part of your personal journey, turning your living space into a narrative as emotionally resonant as it is visually stunning.

It imbues your environment with memories, aspirations, and the essence of who you are—a living masterpiece that evolves with time.

Reflect on how these elements might not only beautify your home but also stand as timeless expressions of your personal story.

Now is the moment to immerse yourself fully in the joy of art. Elevate your surroundings and transform your residence into your greatest masterpiece.

Your heart, your legacy, and your space deserve nothing less than extraordinary artistry.

Ozge Fettahlioglu is the founder of Cocoplum | Biophilic Design Studio and Boxareno | Custom Modular Constructions. A wellness and biophilic design leader, she creates bespoke spaces that inspire, heal, and elevate daily living. Ozge is also a board member of Biophilic Cities Australia.

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