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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”.