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Baron Philippe de Rothschild SA eyes up US expansion

Baron Philippe de Rothschild SA is looking to grow sales of Mouton Cadet in the US with the appointment of a new US importer for its best-selling Bordeaux wine brand. 

The producer has appointed Turquoise Life to distribute Mouton Cadet, its range of “modestly priced” generic Bordeaux wines, in the US, a move it described as ” a significant milestone in bringing the iconic Mouton Cadet wines to a broader audience”.

The brand was created in 1930 to bring Bordeaux to a wider audience by being both affordable and approachable, it has become one of the region’s most successful brands, growing into a 10 million-bottle wine brand sold in over 100 countries.  The range spans 10 Bordeaux appellations, working with 250 partner winegrowers across 1,500ha,  to select “the best parcels in the highest quality terroirs”. The signature range also includes a collection of organic wines.

Philippe Sereys de Rothschild, chairman and CEO of Baron Philippe de Rothschild SA said the US consumer had enjoyed access to Mouton Cadet since the 1960s, and the country remained a “strategic market”.

“We’re very excited about the potential of this great collaboration and look forward to Turquoise’s expertise in establishing Mouton Cadet as a key player in the US market,” he said.
Turquoise Life Beverage Brands was established in 2010 and has built a portfolio of wine and spirit brands from around the world.
 Tunch Doker, president of Turquoise Life added that team were “thrilled” to be guiding the Mouton Cadet brand in “an innovative and dynamic direction”, while honoring and respecting the heritage and roots of the brand’s rich history.”
In 2021, the producer appointed Freixenet Copestick as Mouton Cadet’s sole importer and distributor in the UK to strengthen Mouton Cadet’s presence in the UK and boost its “desirability for consumers across all channels”.

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