LVMH-owned Champagne maker Krug is attracting skiers to its open air pop-up restaurant at the Romantic Hotel in Lech, Austria.
Positioned at the base of the ski slope, the pop-up restaurant will pair Krug Champagne with an a la carte menu beginning on March 7. The Romantic Hotel is a prime location for this pop-up given its name and Champagne’s link to romantic celebrations.
Chilled by the snow
Nicknamed the “crown of Lech,” the Romantic Hotel is a fifth-generation, 5-star hotel that has been in operation for more than 140 years. Given the tradition of the hotel and location on the base of the neighboring mountain ranges, the pop-up offers a fine dining approach not commonly found.
From March 7 through April 4, weather permitting, skiers and locals alike are invited to sit for Krug’s pairing menu prepared by celebrity chefs Andreas Döllerer and Konstantin Filippou. On March 9, the celebrity chefs will be at the pop-up in person to cook and speak with guests of Krug.
Krug has invited consumers to enjoy a chilled glass of its Champagne in other unexpected placed as well.
For instance, Krug demonstrated how well its wine pairs with seafood with a dining experience in London alongside the South Bank of the River Thames. Over four days in 2014, Krug partnered with the then newly-opened London restaurant Beast for the “Krug & Krustacean” tasting menu