The champagne brand has created a new app to help pair their bubbles with beats

Krug have collaborated with musicians from a number of genres, including jazz pianist Jacky Terrasson and Bryan Ferry, to create an original ID app. Unveiled later this year, the app triggers a phone's camera, which then allows users to photograph and upload the ID on each bottle. The app then provides an array of information, from a recommended playlist, to tasting notes and the bottle's composition. Krug hope to engage customers with a fully captivating experience.

Oxford neuroscientists Charles Spense and colleague Janice Qian Wang are the brains behind the unique multisensory venture. The duo have found (perhaps unsurprisingly) that music acted as the perfect complement when enjoying an alcoholic beverage. Working to create soundscapes with a string of instrumentalists, they discovered that pairing the two senses leads to 10 to 15% more enjoyment in an overall experience. “You can take a very complex flavour profile, which could be in champagne or even chocolate, and then draw the mind of the taster toward one element or another in the mix,” says Spense, a professor in experimental psychology. “By concentrating on the high notes or the low notes in the wine with music, they become more salient to you, more perceptible, and intense to you.”

The Krug ID app is further verification that smartphone technology is broadening the horizons for a range of businesses. Swedish brand Beatballs, who coined the term 'Taste Your Music,' took a like-minded approach with their culinary inspired song translator, proving that the fusion of our physiological senses has just begun.