Cru Collective

The Cru Collective is a global storytelling and experiential platform connecting people through food, wine, travel and culture. Drawing on more than four decades of combined experience in luxury and hospitality, it offers access to a private network of master chefs, wine and spirits houses, producers and cultural curators. Its carefully selected partners help shape distinctive experiences that share the stories behind exceptional food, drink and destinations.

The Collective organizes four annual Signature Experience chapters across Zurich and St. Moritz, Cape Town and the Winelands, Paris and Champagne, and Florence and Tuscany. These seasonal journeys connect members with the makers, creators and visionaries who define each destination’s gastronomic culture. For businesses, The Cru Collective also designs bespoke, gastronomy-led programmes and brand partnerships, combining private culinary access with tailored itinerary planning to bring a partner’s story and values to life.

Founded by luxury brand strategist Manjot Kaur Riyait and curator Cláudia de Brito, the organization aims to make planning seamless and foster meaningful connections among guests, hosts and brands.