The story behind the label.
The picture of a pair of lovers has become KRUG’s emblem in recent years. It shows Psyche and Cupid. The god of love was commissioned by his mother Venus, who was jealous of the beautiful mortal Psyche, to pair Psyche off with the ugliest man.
However, Cupid grew weak at the sight of her and made her his own lover.
To escape detection, their amorous play could only take place in the dark. But Psyche was bursting with curiosity. In the glow of an oil lamp she recognised her lover, and the affair became known. After some turmoil came the happy ending: Jupiter let Psyche drink ambrosia, the drink of the gods, which makes one immortal, and in this way elevated her to divinity.