Baron Philippe de Rothschild is strengthening the presence of Mouton Cadet in travel retail with the launch of the “Les Deux Rives” collection, conceived as a sensory exploration of Bordeaux’s terroirs. Presented as a preview at the TFWA in Cannes last year, the exclusive collection is gradually being rolled out in duty free stores at several major international hubs, accompanied by dedicated displays and experiential activations.

A unique approach to wine

With Les Deux Rives, Mouton Cadet offers a novel and daring vision of Bordeaux, designed to create an immediate emotional connection with the international consumer.

The collection is made up of two red wines, true sensory reflections of the two iconic banks of Bordeaux: Mouton Cadet Rive Droite, driven by the roundness of Merlot, celebrates generosity and harmony. Mouton Cadet Rive Gauche, shaped by the power of Cabernet Sauvignon, embodies structure and intensity. Each cuvée is crafted from a rigorous parcel selection, vinified in small batches, and matured for 16 months in large oak vats, a rare signature within the Mouton Cadet collections.

An approach that prioritizes emotion beyond traditional appellation boundaries. The bottle becomes a sensory experience in itself. A tactile design, a contrasting label enhanced with golden touches, and a fabric jewel conceived as a true fashion accessory add to the discovery. In satin for Mouton Cadet Rive Droite, in textured fabric for Mouton Cadet Rive Gauche, this refined detail is embroidered with two words that create an intimate connection between the wine and its chooser.

A strategic rollout with Heinemann

The launch of the Les Deux Rives Collection is part of a targeted brand presence strategy in travel retail, in partnership with Heinemann, at key platforms:

• Istanbul (IST), a true bridge between Europe and Asia, with a spectacular first activation at the end of the aisle, designed to attract a high-potential international flow.

• Frankfurt (FRA), a major premium hub in Europe, synonymous with high standards, quality, and discerning consumers.

The collection is gaining strong visibility, expanding its presence across key international airports including Berlin, Oslo, Keflavik (Iceland), Nuremberg, and Billund (Denmark).

Coming in the next few weeks:

• Copenhagen (CPH), Scandinavia’s hub for modern, experiential travel retail.

• Düsseldorf (DUS), an international hub at the heart of Europe, renowned for a premium offering.

• Hamburg (HAM), gateway to northern Germany, combining efficiency, innovation, and a lifestyle approach.

These initial launches are accompanied by dedicated showcases, premium and distinctive visual aids. An innovative digital app is also available to guide indecisive travelers, revealing the wine profile that most resonates with five of their personality traits.

A premium, clear and international collection

Priced around a recommended retail price of €30 for a 75cl bottle, the “Les Deux Rives” collection meets the expectations of curious and knowledgeable travelers seeking novelty, meaning and authenticity.

Its streamlined design, inspired by the natural lines of the Bordeaux banks, and its experience-focused message make this Mouton Cadet collection a perfect fit for high end travel retail.

“We built Les Deux Rives on a logic of identification: to move away from traditional wine criteria and guide the consumer towards a wine profile that suits them. The wine’s qualities are even found in the fabric jewel, designed as a tangible and sensory marker at the point of sale: a material, words, and an experience that makes choosing easier.” Marie Desprez, Marketing & Communication Director Wines & Brands, Baron Philippe de Rothschild.

A committed, fair and sustainable winegrowing model

Mouton Cadet, the iconic brand of the Baron Philippe de Rothschild family for more than 95 years, was born of the visionary ambition of Baron Philippe to make the richness of Bordeaux’s terroir accessible to as many people as possible. Today, the family’s third generation works with a community of 90 winegrowers spread throughout the Bordeaux region. With the daily support of a technical team made up of seven oenologists, together they strive to guarantee the highest quality, from vine to glass. This unique model was officially recognized through the Fair for Life certification, obtained for Mouton Cadet Rouge starting with the 2022 vintage. Among other commitments, this certification guarantees multi-year contracts, personalized support and fair pricing for each winegrower, as well as environmentally responsible viticultural practices and greater transparency for consumers.