Krug — Éclat — Non-Alcoholic Luxury Sparkling Launch Strategy

Overview

The project proposes Krug Éclat, a limited-edition non-alcoholic sparkling cuvée positioned as the benchmark for celebratory, alcohol-free luxury. The launch window targets the festive season (Nov–Dec 2025) and the sober-curious movement, using exclusivity, provenance, and sensory craft to signal premium value.

Objectives

Establish category leadership in non-alcoholic luxury
Drive desire via scarcity and narrative
Strengthen brand equity through mindful consumption cues

Deliverables

Executive summary
Product & price architecture
3-pillar activation plan (private tasting, influencer collab, PR)
Timeline, budgets, and financial projection

My Role

Complete strategy & design
Research product framing
Activation design
Calendar & budgets
Measurement model
Creative direction

Product Concept

Krug Éclat mirrors the prestige and complexity of Krug Champagne without alcohol. The formulation features dealcoholized Chardonnay & Pinot Noir, refined with green apple extract, lemon verbena or yuzu zest, and minimal cane/grape-derived sugar. Prestige pricing reinforces rarity and craft.

My Role & Showcase

I led strategy, conceptualizing, and activation design, and produced the assets below to articulate the experience and PR engine.

Activation 1

Krug Friendsgiving — Private Tasting

By-invitation culinary experience at Krug Joseph on Champagne Day for 25–35 VIP/VVIPs. Programming includes cellar storytelling, Michelin-level pairings by Krug Ambassadees, and a high-fidelity 'Krug Echoes' sensory set.

Experience architecture & flow
Guest list & host script
Budget, run-of-show, and vendor brief

Krug Friendsgiving private tasting layout and dish pairing

PR Engine

PR & Media Features

Editorial outreach with a press kit that includes bottle imagery, tasting notes, chef quotes, and a data sheet on mindful celebration.

Target list & outreach calendar
Press kit content & asset list
Measurement framework (placements, SOV, sentiment)

Food & Wine cover and PR plan slide for Krug Éclat

Packaging

Seasonal Packaging Mockups

Concept mockups for a holiday gift edition emphasizing craft, scarcity, and festive codes while retaining Krug's visual equity.

Concept direction & references
Visual guardrails and rationale
Supplier brief (specs, finishes)

Holiday packaging mockups for Krug non-alcoholic sparkling

Learning Outcome

By independently managing this project end-to-end, I gained the ability to design and execute a complete brand strategy from research through creative delivery. I developed skills in product framing, activation design, and campaign architecture, while also managing timelines, budgets, and measurement models. Taking full ownership strengthened my capacity for strategic planning, creative direction, and accountability, demonstrating the ability to lead complex projects as an individual contributor.