Home Industry News Releases Philippe Sereys de Rothschild Announces a New Vision for Mouton Cadet

Philippe Sereys de Rothschild Announces a New Vision for Mouton Cadet

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Chairman and CEO of Baron Philippe de Rothschild SA, Philippe Sereys de Rothschild, and Managing Director of Shaw Ross International Importers LLC, Bruce Hunter

NEW YORK (April 26, 2018) – Philippe Sereys de Rothschild, Chairman and CEO of Baron Philippe de Rothschild SA, announced today the relaunch of the new Mouton Cadet portfolio in the United States marking the occasion by visiting New York, Miami, and Las Vegas to celebrate with wine trade partners and fans alike.

More than sixty years after the introduction of Mouton Cadet to American wine lovers, the aim still remains the same: making the richness of the prestigious Bordeaux terroir accessible to a wider audience, offering both authenticity and quality with the Rothschild name as the hallmark of French savoir-faire.

“The process of reimagining the Mouton Cadet portfolio encapsulated years long efforts that will now result in a new chapter for the brand” said Philippe Sereys de Rothschild. “While consumers know the dedication of our winemaking family to excellence, the recently renovated Mouton Cadet portfolio will provide the opportunity to experience our family’s heritage in an accessible way, while taking a new terroir-driven approach for the grape selection that we are convinced Americans will rediscover and love.”

This reinvigoration of Mouton Cadet is reflected in the priority given to full control of supply and rigorous parcel management, a development unique to a Bordeaux brand that will allow the portfolio wines to get the best out of each terroir. At the same time, close collaboration with the 453 partner-winegrowers along with Mouton Cadet’s winemakers ensure the care and meticulous selection of only the best grapes for all future vintages.

These initiatives, coupled with Philippe Sereys de Rothschild’s vision for the next chapter of Mouton Cadet, have helped to refine the wine’s signature style, making it even more smooth and round while remaining true to its origins, as elegant and refined as ever. The portfolio will be featuring both red, white and rosé wine – underlining the skills of the Mouton Cadet winemakers in the art of blending, capturing the perfect balance between fruit and freshness on one side and elegance and structure on the other.

To accompany the new taste, Mouton Cadet has also unveiled a new look for its bottles, redesigned for the relaunch while staying true to its heritage.

Since Mouton Cadet’s creation in 1930 by Philippe Sereys de Rothschild’s grandfather, it was launched in the U.S. in the 1950s with tremendous success and spoke to the family’s commitment to make the previously austere and exclusive Bordeaux wine accessible to a larger public. His mother, Baroness Philippine de Rothschild, developed its global visibility throughout the 80s and 90s. After moving into the role of Chairman and CEO, Philippe Sereys de Rothschild is now poised to continue the family’s visionary spirit and quest for excellence, and is tasked with the relaunch more than sixty years later to celebrate this heritage.

True to its convictions, the new generation of the family is focusing its energy on reviving the Mouton Cadet brand across the world, with its latest unveiling in the U.S., seen as a key market for growth on an international scale.

The portfolio of wines under the Mouton Cadet brand will be imported and distributed by Shaw Ross International Importers.

About Baron Philippe de Rothschild SA

Since 1933, the family-owned company Baron Philippe de Rothschild SA (BPhR), located in the heart of the Pauillac vineyard, has been motivated by a constant ambition: to make the world’s finest wines, each in its own category. That applies both to the châteaux wines for which it is responsible – the renowned Château Mouton Rothschild, a First Growth, Château Clerc Milon and Château d’Armailhac – and to its branded wines, including the famous Mouton Cadet. Baron Philippe de Rothschild’s expertise and excellence are also to be found in the Pays d’Oc with Domaine de Baronarques, in California with Opus One, and in Chile with Almaviva. The company also produces branded wines at the Baron Philippe de Rothschild Maipo Chile bodega. For more information go to www.bpdr.com.

About Shaw Ross International Importers:

Founded in 1968 as a wine and spirit importer representing a handful of brands, Shaw Ross has grown into one of the nation’s leading importers representing 35 suppliers from around the world. Shaw Ross continues to evolve its portfolio to keep ahead of the ever-changing wine and sprit industry for more information go to www.shawross.com.

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