To become a Krug Ambassade is to become part of an exclusive global network. The maison, famed for creating only prestige champagnes, maintains an exclusive community of 200 or so chefs in more than 40 countries. One of its latest is Masashi Horiuchi, executive chef of Potager KL. He becomes one of only two Krug Ambassades in Malaysia, the other being Chef Kim Hock Su of Au Jardin in Penang.
“A Krug Ambassade is an exclusive title given by Krug Champagne House to partners who embody the soul and spirit of the Krug brand, which is one of the most respected champagne houses in the world,” Chef Masash says. “To be a Krug Ambassade is an incredible honour. It’s a trust bestowed by Krug that my team and I at Potager share the same values, principles and the pursuit for finesse.”
It is a rigorous process to become a Krug Ambassade, and it is ultimately a decision that goes all the way back to the maison’s headquarters in Reims, France. “Usually, we don’t approach a chef to convince him to be an Ambassade,” explains Patrick Madendjian, Managing Director of Moët Hennessy Diageo Singapore & Malaysia. “It’s about falling in love with the maison. The chef needs to show us a clear appetite and love for the brand, and willingness to join the community. We prefer to have a limited number of Ambassades, but really acting like Ambassades. Preaching the good word, converting people to become Krug Lovers, and, most importantly, working together as a community. We want the Krug Ambassade chefs to see each other as this collaborative, creative power—and not competing restaurants.
“And then it has to be—do we believe that the offering is the Krug Ambassade level of creativity, service and knowledge of wine?” Madendjian continues. “But step number one is—is the chef himself in love with Krug, or not? And if he’s not, it will never work.”
Potager is a fine dining restaurant that serves French cuisine, reflecting Chef Masashi’s more than two decades of experience in Europe, but one that also serves as a platform for his Japanese culinary philosophies. “Potager’s signature style can be described as a blend of creativity, seasonality and a deep respect for natural flavours,” Chef Masashi says. “We emphasise the use of fresh, local ingredients to craft dishes that are both refined and vibrant. This mirrors Krug’s approach to craftsmanship, where attention to detail and respect for the unique characteristics of each vineyard are key.” He finds the richness and complexity of the Krug house style especially compelling.
“The use of a wide variety of reserve wines, often aged for many years, allows Krug to create champagnes with remarkable depth and consistency,” Chef Masashi adds. “This richness and layers of flavour are intriguing because they offer endless possibilities for pairing with food. At Potager, these qualities can be highlighted by creating dishes that are nuanced and layered, with an emphasis on textures and flavours that evolve as you enjoy the dish. Balancing acidity, sweetness and umami in the food can complement and elevate the complexity of Krug’s champagnes.” Going forward, Chef Masashi also says that customers can expect curated menus that will bring out the best of Krug champagnes, as well as Krug-themed events and collaborations.
And, indeed, collaboration is very much a part of the Krug Ambassade community. Uniting its chefs to provide one-of-a-kind experiences is something the maison is very fond of. “I would love to bring in foreign chefs to be in touch with Potager and Au Jardin to create those four hands, six hands, eight hands experiences for their guests,” Madendjian says. “We see our role as facilitators—we are just connecting the chefs, and then whatever happens between them is exceptional. We will just be there, as Krug, to complement the evening.”
Krug
Cover image: Patrick Madendjian, Managing Director of Moët Hennessy Diageo Singapore & Malaysia presenting Chef presenting the Krug Ambassade to Masashi Horiuchi, executive chef of Potager KL
