Mouton Cadet

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A modern bottle of Mouton Cadet Red
A modern bottle of Mouton Cadet Red

Mouton Cadet is the brand name of a popular range of modestly priced, generic Bordeaux wines. It is a wine that is produced through the assembly of a variety of grapes, from several Bordeaux appellations. Originally only a red "Claret" wine from its origins in the 1930s, a white wine was added to the label in the 70s, followed in the 90s by a range of réserve wines, and in 2007 by a rosé wine.

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[edit] History

Mouton Cadet was established in 1931 by Baron Philippe de Rothschild of the Rothschild banking dynasty, and named after his premier cru vineyard, Château Mouton Rothschild. Stemming from a decision by de Rothschild, following the difficult years after the Great Depression, that the harvest of 1930 should not bear the Château name. The wine was sold in 1932, declassified, titled "Cadet", (En: junior, the youngest) in reference to the youngest son Baron Philippe.

Despite its lack of traditional presitige, the wine proved successful, and in order to repeat the success the following year, de Rothschild had to turn to neighbouring vineyards of Pauillac, and then from nearby appellations Saint-Estèphe and Haut-Médoc. Over the following years, the wine came to include grapes from an even greater area, until production stopped with World War II. The wine was reborn after the war, and gained a Bordeaux AOC classification in 1947, steadily increasing in popularity due to a reputation of consistent quality.[1]

Mouton Cadet was marketed significantly throughout the 50s and 60s, placing the brand in the UK and U.S.. In the 70s, a white wine was added to the label, expanding the brand's concept, which resulted in 1975 sales of more than 3 million bottles worldwide.[1]

Philippe de Rothschild died in 1988 and control of the business passed on to his daughter Philippine de Rothschild.

The label Réserve Mouton Cadet Médoc was created in 1996, offering a red wine with greater ageing potential, and a product aimed at the restaurant trade. In 1999 the Réserve line also included the white Réserve Mouton Cadet Graves.

Label detail: the poem by Baron Philippe reads, "Wine, born, it lives, but die it does not, in Man it lives on.."
Label detail: the poem by Baron Philippe reads, "Wine, born, it lives, but die it does not, in Man it lives on.."

[edit] 2000s

One of the best selling wines in the world, in 2002 Mouton Cadet sold 15 million bottles worldwide.[2]

In 2004 its U.S. sales were hit by changing tastes and anti-Gallic sentiment, and it sold only 2.9 million bottles in the U.S. in 2004, down from a high of 6.5 million bottles in 1992.[2]

A reblending of the wine and redesign of the brand was undertaken in 2004.[1] In September 2005 Mouton Cadet began a distribution agreement with the North Lake Wines subsidiary of U.S-based Constellation Brands, the world's largest wine distributor.[3]

In 2007, Mouton Cadet made further additions to the franchise, including a rosé in the generic series, and included a further three wines to the Réserve range: Réserve Mouton Cadet Saint-Émilion, Réserve Mouton Cadet Sauternes, and a red Réserve Mouton Cadet Graves.

[edit] Grape composition

Mouton Cadet:

Réserve:

  • Réserve Mouton Cadet Médoc: 60% Cabernet Sauvignon, 30% Merlot, and 10% Cabernet Franc
  • Réserve Mouton Cadet Saint-Émilion: 80% Merlot, 10% Cabernet Sauvignon, and 10% Cabernet Franc
  • Réserve Mouton Cadet Graves Rouge: 55% Cabernet Sauvignon, 30% Merlot, and 15% Cabernet Franc
  • Réserve Mouton Cadet Graves Blanc: 50% Semillon, 40% Sauvignon Blanc, and 10% Muscadelle
  • Réserve Mouton Cadet Sauternes: 80% Semillon, 15% Sauvignon Blanc, and 5% Muscadelle

[edit] Sources

  1. ^ a b c Baron Philippe de Rothschild S.A.. Wines.
  2. ^ a b Business Week. Winning Back Joe Corkscrew.
  3. ^ northlakewines.com "North Lake Wines and Baron Philippe de Rothschild S.A. Announce Exclusive Import Agreement

[edit] External links