Revamp for Mouton Cadet

By Andrew Catchpole

Published: 27 March, 2017

After 15 years of deliberation and development, Mouton Cadet has unveiled a new look to mark an upgrading of quality and repositioning of Bordeaux's most prominent volume brand

After 15 years of deliberation and development, Mouton Cadet has unveiled a new look to mark an upgrading of quality and repositioning of Bordeaux's most prominent volume brand.

A new black labelling for both the 2015 entry and reserve level wines aims to reflect changes made to the sourcing of grapes, which includes a greater focus on Cotes de Bordeaux vineyards and 100% parcel selection from 1,520ha of contracted vineyards spread among some 450 growers.

Speaking to Harpers, Baron Philippe de Rothschild managing director Hugues Lechanoine said of the changes: "We took our time and had an in-depth reflection on how Mouton Cadet could evolve, not just a quick change for the market, but a look at how we could retain our Bordeaux character, while being an affordable expression of good wine."

"Mouton Cadet is more than just a Bordeaux wine, it is a brand and a symbol of quality, and our object has been to look back at the original reason for creating [the label], which was over-delivery at an affordable price," he added.

The tweaks to the wines in the bottle include an increase to 85% Merlot and 45% Cote de Bordeaux grapes for the regular label, with a step up to 60-70% Cotes de Bordeaux grapes for the reserve, with a seven-strong team in place to help oversee management of the contracted vineyards.

The new look 2015s are both richer and more vibrant than some recent vintages, fitting with Lechanoine's view that: "95% of people want powerful aromas, fruit and elegance, and it is the same with a €12 or €200 wine."

"People want to drink wine - not taste wine - and enjoy it."

The blend for Mouton Cadet will remain the same for all of its markets, with France, Canada, USA, Japan and China it's strongest territories, with the UK having slipped out of the top 10 in recent years.

Lechanoine is confident that the evolution in style will help boost UK sales, which he says remains a very important market as "it has the most sophisticated consumers in the world".

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