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So. A few weeks on, from one of the most decadent evenings I’ve ever had the pleasure of being invited to. What was it like? Glad you asked…
What I am asking myself is what was it for? Why was it staged? If it was to create an indelible memory of the Krug brand about which I shall be talking for years to come, well, bravo. That is certainly the true. Then again, Krug has such extraordinary brand swagger already, isn’t it more the fact that if it turned out not to be bling enough, then there was more risk of doing harm to this celestial credibility? I imagine that this is the case for every event involving hyper brands like this. Surely it’s up there with Piaget watches, Bentley cars, John Lobb shoes and Riva boats? (Yes. One of each please.)
Was it a success? I don’t know. I imagine it was, but I am still trying to put my finger on what exactly the point of this ‘pop-up’ was. (Yuk. Horrid expression.) Let me explain what happened first, what we ate, drank, and how it went down. Warning. This bit is likely to sound a bit sucky and gloaty. Hell, if I can’t gloat now, I don’t know when I ever will.
The Ride
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Pardon the vernacular, this was not a limousine, or executive transport, but a limo. One of those Men-in-Black Chrysler hot-rods that I see London gangsters riding around in. You know. The type that rappers drive, if their jewelry comes from H. Samuel, not Bulgari. Now don’t get me wrong. I am not looking down on my ‘ride’. Any free ride makes me feel important. It was just that I was all ‘Krug’ed up mentally, and had psyched myself up with a couple of Langtons (smooth gangsta gin) and tonic, so anything less than a Maybach driven by a Playmate of the Year was a slight disappointment. Actually I have always wanted to know what these pimp-mobiles were like. Well, now I can report that It is massive, menacing and goes like the clappers. The driver was wearing shades. It was dark. I asked if we could put some tunes on. I chose some vintage LL Cool J from my ‘pod’. Going back to Cali? Unh. I don’t think so…
We then cruised across London, from South West to North East in the middle of rush hour. At 12 miles per hour.
If this hour-long crawl through London was planned by Krug, or it’s PR company, it was genius. Me in the back, tinted windows down a couple of inches, hip-hop blaring, wheels rolling slow enough to plow the road like some sort of urban tractor, being chauffeured by Shaft himself… I lost count of the amount of times that people tried to peer in. I felt very special. The only thing I was missing was a pair of holstered Colts 45s and an Armani dinner jacket. I was the daddy.
I arrived outside a three storey black building, with a discreet entrance that reminded me of the door to Milk and Honey in Soho. It was so unassuming, that you would walk straight past it, not knowing the extreme decadence that was being planned inside.
It was frosty, dark, eerie and very quiet and to my left were row upon row of wonky headstones. Oh my god. I was in a Michael Jackson video. The big faceless black door began to creek open very slowly and then…
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“Way hay! Alright chief? Look like you’ve seen a ghost!”
It was my good friend Richard Siddle. Editor of out trade bible, Harpers Wine and Spirit Gazette.
“Phew! You gave me quite a scare. Eerie isn’t it mate?”
I discreetly returned my switchblade back to my ticket pocket. No harm done.
The Venue
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Two minutes inside and I already felt like I had been invited to a Bafta after-show party. The stairs were littered with autumn leaves and there was a faint hint of bonfire smoke in the air, intentionally I don’t know. Considering the planning that went into everything else, probably. Obviously a seasonal theme had been chosen, and it felt nice. I popped out for a ciggie. (Yeah, I know. It doesn’t happen very often these days.)
This place is extraordinary. Look it up on t’internet. It’s wonderfully open space with state of the art Meridian active floorstander sound speakers on one floor and B&W Nautilus Speakers on the next. If you’re an audiophile nerd like me, you’d push the girl with the tray of fizz out of the way and off the balcony too get a earful of these puppies. Then I suddenly realised… The evening’s entertainment had actually already begun. Out of these dark pillars of sonic Nirvana beamed crystal-clear axe-wielding of the Keith Richards variety. The Stones’ classic Gimme Shelter was playing. One guest I didn’t know suddenly looked excited and proclaimed (while bits of breadcrumb and chicken skin shrapnelled out from between her teeth) that this was her favourite song. Ever.
Now if you venture back to the blogpost before this one, you will see that we were all asked what our favourite ditty was in an extensive questionnaire. Jamie Goode looked at me, and I at him. “Joe. Have they played yours yet?” Judging by the look on his face, he was just praying that the next guitar he was about to hear was going to be Angus Young’s Epiphone Les Paul Custom playing Back in Black. (AC/DC. Keep up.) And no.
I hadn’t heard my favourite ever song of all time ever. Yet…
But weirdly, this portentious thought about how the answers to our collective questions would shape the evening really kicked the evening off. Eek! How exciting. Time for a bit of KFC (Krug Following Canapé.)
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Behind us, and in full view of us was flavour-of-the-month culinary wunderkind Nuño Mendes. I don’t deny it. If there was no wine, no limo, and no friends, the chance to try his food would have been excuse enough for me to come along and check this evening out. As it turned out, I was standing next to some of the nicest chaps and chapesses in our business, and a couple of proper friends, drinking iconic bubbles, while still affecting a ‘hip-hop limp’ from the gansta ride up here. Life was sweet.
So. What was for dinner?
The Food
There were three canapés in all, but in all the excitement (and people who know me are probably aware that I’m not the broody silent type when in any state of arousal) I only remembered to snap one of them.
Breadcrumbed Pine Nut Ice Cream on Pressed Chicken Skin
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Of course it was. What else?
It was impossible to hold, cold and strangely textured. Despite that, it really did wash down bizarrely well with a large glass of Krug Grande Cuvée.
Now hang on.
Before I go on and start pretending to be luddite and apparently insensitive to the extreme effort, meticulous detail and fine culinary skill in the meal that I ate here, I want to say one thing.
At dinners like this, the wine is an ingredient. In every way; an intrinsic ingredient to the food, and an ingredient to the stage within the evening it which it is being served, and a catalyst to the conversation around the table. Every perceived success or failure at every point in the evening is all about the timing and choice of the wine. It’s most probabaly why most of us are here. This was never meant to be a regular night out at a restaurant. You are not choosing your own meal, your own wine, or even your own pace and mood for the evening. These have all been chosen for you. (At £440 for a pair of tickets, the appeal for such an evening is even limited to couples. No single tickets were sold. But, you see, even spending this evening with someone you care about was a mandatory criterion for the evening.)
Not all the food was perfect, to me anyway. Some of it could even have been described as patchy, but it was all head-crushingly thought-provoking and some of it was close to god. Being that the whole experience was the subjective vision of only two people, Olivier Krug and Nuño Mendes, this is quite irrelevent. One most allow oneself to be guided through a journey like this without prejudice to see if one emotionally connects with their point of view. I was determined to have a whale of a time. Krug Institue of Happiness? Alright. We’ll bloody well give it a go…
Cured Lobster, Spring Onion and Consommé with Spruce Bark
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It looked astonishing, tasted astonishing, and showed real balance, nuance and understanding of the less obvious flavours from these complex ingredients. The wine choice, which I will describe in more detail below, was wide of the mark however. I wasn’t completely sure how the wine was actually performing on the day, and sensed that there was a possible temperature issue, the food being slightly too cold, and the wine slightly too warm, bringing everything a little out of focus. Am I being picky? Most definitely, but sometimes trying food wine combinations with tolerances this fine, can just slip when relocated to another venue with different surroundings and equipment.
Halibut with Seaweed Sofrito and a Seafood Rice Broth
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Bloody hell, this was amazing. It looked like art, and tasted so measured, multi-layered and in tune with the brightness, balance and umami of the wine, I was lost for words. (Yes. Lost for words.) Perfect.
Aged Pigeon Buried under Fallen Autumn Leaves
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This was an extraordinary plate of food too. The pigeon was just the comfortable side of gamey for me, a line that, when pushed, gets the best out of the flavour and the texture of this tricky game bird. It was in a shallow grave of crisp shards of dried consommé and dessicated wild mushrooms. The colours were something else. The savoury tang of the crisps, and the sweet, heavily meaty depth of flavour in the pigeon breast tasted truly delicious with a mouthful of the Krug Rosé (more later on) but strangely awkward without it. Like I said, this was a dish made with the wine as one of its ingredients, giving them unique and astonishing synergy. I had half of my adjacent diner’s plate too, so felt compelled to ask for a refill of my glass. Once or twice.
The Return to the Beginning, Happy Memories of Home (Milk Pudding)
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Nope. Didn’t quite get this. It was cleverly made, sure. But it was a milk pudding done three ways. It was soothing and light in texture, while rich in flavour, and made for a slightly cheesy punchline. The joke clearly lay in the name of the dish. Maybe it’s a lot funnier in Portuguese.
The Booze
Krug Grande Cuvée in bottle and then in magnum to start. As a close friend reminded me, one whose palate I completely trust, there are times when even the best wines don’t go. She said that she had opened a bottle of Krug having returned from a very long trip at the end of months of work stress, hard work and studying. She felt that she deserved an extra-special treat. Horror of horrors, she couldn’t drink it. Flat didn’t like it. It was aggressive, compact, disjointed, unbalanced and argumentative. “This is it.”, she thought. She was going to give up wine for good. Surely it must be her? She’d finally cracked. If she didn’t want a glass of Krug, what next?
I told her that it may well have been her. Opening Krug when you’re tired is like playing The Prodigy at breakfast. It’s too bloody much in every way. There’s nothing wrong with the song. It’s just not for breakfast.
I was once given a bottle of Krug Grand Cuvée by the legendary front of house at Maison Krug, Cathou Seydoux to celebrate the birth of my son. She said “Don’t make it the first drink of the day, unless you have it with food.” “What with?” I asked. “Chicken Curry” she replied. I kept it for several months until Christmas morning when I decided to drink it with my wife and mother-in-law.
I had one mouthful, which took several very uncomfortable seconds to wrestle down. How could this be? This is singularly the most anticipated mouthful of wine of the entire year. I’d dreamt about it. Mmm, Krug and presents, I had pondered.
Nope. Undrinkable.
Luckily, I put it in the fridge and forgot about it, rather than throw it away.
Later on, after the whole turkey and sprouts family summit meeting, I went to the kitchen to look for something refreshing and non gout-inducing after all that Christmas pud, red wine and port. There it was! The Krug. I thought ‘what the hell’ and took a swig.
My god. It was truly magnificent. Incandescent in it’s brightness, electric in it’s precision and like duvet around the soul. Complete, orchestral, and vigorous. When I poured myself a glass, the surface looked positively turbulent. A jacuzzi for borrowers. Krug is the most energetic wine in the world. Vinous perputual motion. So much life that you could probably run an XBox off it, if you had the right cabling.
By the way, I never did ask my friend what she thought of her bottle of Krug the next day. (Let me know if you’re reading this.)
At Swaines Lane that night the several glasses that I drank were just so. (although the first bottle had appeared strangely flat. These things happen. Was probably a dirty glass.)
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With the lobster dish, we were served Krug Vintage 1998. I discovered that Olivier Krug’s daughter was born a day after mine in this year. I never thought that this might be an option for a wine to share with my darling Jemima on her 18th, but there is no doubt that, with proper cellaring, this wine would still be very special in 2016. This was a moment that I shall savour with Olivier for a long time.
Stylistically, this wine was typically rich, but with atypically less acidity on the palate compared to others that I have tried. It also had a phenomenally malty finish that left me wondering whether I would have thought it pink if I’d had tasted it completely blind. Grand indeed, but Mendelssohn not Beethoven. Not quite poetic enough.
With the hailbut dish, we were served the Krug Vintage 2000. It. Was. Fantastic. It had a aromas of freshly cut white mushrooms with vivid russet apple fruit flavours and bite of lemon and sorrel. The whole thing was so complete. Neat, round and balanced but full of buzz and vitality. So much so, it span in your mouth like a frisbee. Clearly a great wine to drink now but, along with the wonderful Comtes de Champagne from Taittinger, head and shoulders above any other Champagnes that I have had in this vintage.
And finally, a wine that I had never had before. Krug Rosé. Very few people have, I suppose. At over £200 retail for a bottle, the generous pours that I gladly received virtually covered the cost of the ticket on its own. We were encouraged to drink, not sip, which put a completely different spin on the experience. Rather than sipping it nervously, I drank it in mouthfuls, like the world’s first sparkling Chambolle Musigny. Boy it was a delight, with the succulent, tender red pigeon flesh and twangy savoury mushroom flavours, and the soft strawberry and cherry fool fruit of the Champagne. I don’t think that I have ever had a food and wine match quite like it. The Krug made me eat and the pigeon made me drink. Seperately, very cerebral. Together, moreish to the point of gluttony. My, what a decadent thing!
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The Company
Evenings like should always be about making friends and memories. I was pleased to see some of my pals, and also to meet people properly that I’d briefly met or heard so much about.
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Of the former, there was Jamie Goode, Olly Smith and Richard Siddle, and of the latter there was Lucy Shaw, Chris Mercer and of course Olivier Krug himself. (Forgive me if I missed anyone!)
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At some point during course two, all the Krug that I had consumed thus far passed through my blood brain barrier. Despite all attempts to remain calm, composed and civilised, my brain tuned into the chord sequences floating from the piano above the chatter. The musical score seemed to drip down the walls like code in The Matrix. “They are finally playing my song!” I thought, and mid-conversation with Miss Shaw, as if I was being controlled by someone else, I zombied over to the side of the Steinway grand, and demanded that the pianist start the song again.
Oh thank god that Jamie Goode was there to document what happened next…
Just click on the link.
However, if you are squeamish, look away now.
http://www.youtube.com/watch?v=amSsLZdkgyw&feature=share&list=PL7g-hEt_xm3RjjzGdR2q21jK3h9UQsmRc
The Verdict
Friends. It’s about friends. The Krug Institute of Happiness, even with it’s amazing dazzle, still wouldn’t have worked without a few people that you’d want to spend New Year’s Eve with, and a guaranteed ride home.
Well I was with some of my closest friends and fellow Liverpool supporters and Krug had swapped my ride home for the finest car in the world, a brand new S Class Mercedes. And a tuckshop bag full of lemon sherbets.
Wow. They know how to throw a party.
I offered Chris and Richard a lift home in my sweet ride, as they both lived nearby. We got chatting, and despite having had one or two glasses of Krug previously, we concluded that there was life in the evening yet.
We went back to Richard’s house, and played loads more deeply nostalgic music.
The Smiths for me.
Japan, China Crisis, Lloyd Cole and the Commotions, Heaven 17 and OMD for Richard.
During this orchestra of angels, I consumed Richard’s entire Christmas quota of satsumas and we all drank shots of Belvedere Vodka. (What? After all that Krug? “What thugs!” I hear you cry?)
Oh lighten up. It’s from the same company. And FYI, it’s bloody good vodka. The best even. Besides, what do you follow Krug with anyway?
At this point, with a ludicrous smile on each of our faces, The Krug Institute of Happiness closed for business.
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Well done Olivier, LVMH (UK) and Phipps PR.
Even if it wasn’t the whole story, you gave it one hell of a start.
A truly unforgettable night. Thank you to everyone concerned.