It’s a dream of mine to go up in a hot air balloon someday, but something tells me my first trip will probably not be via the “Krug is in the Air” program.

Krug has come up with a new way to attract luxury consumers by offering the world’s most expensive balloon rides, available in locations all over the world for a price tag of €50,000 for a group of up to 8 people. Besides the obvious trip up in a luxury balloon (gleaming hardware, basket lined with premium white leather) you also get gourmet dining complete with champagne and butler service while you’re in the air.

By Rigel Gregg.


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