The biggest Bordeaux brand in the world, Mouton Cadet, is undergoing a radical relaunch in a bid to compete with the increasing dominance of new world wines.
The range, the fifth biggest French brand in the UK off-trade [ACNielsen, value sales MAT to May 15], is being reblended to meet consumer demand for more fruity and accessible styles of wine.
The packaging is being revamped, placing more emphasis on the Mouton Cadet brand and its link with parent company Baron Phillippe de Rothschild.
The relaunch, which will be supported by a £300,000 marketing campaign for six months, comes after research among 2,000 consumers revealed that they wanted a
more approachable, yet elegant style of wine.
Mouton Cadet is one of the first Bordeaux producers to reformulate its wines specifically with the export market in mind.
Caroline Stranders, senior brand manager, said action was needed after the brand began to “plateau” in mature markets like the UK and US. “It’s about making the wines more accessible for the consumer but not losing the French elegance that is still in demand,” she said.
The new Mouton Cadet,with a higher proportion of merlot in the red and sauvignon blanc in the white, is due to hit shelves next month.
Claire Hu