A promising first year, heralding great projects

Born in 1930 from the visionary approach of Baron Philippe de Rothschild, Mouton Cadet has always aimed to preserve and share the richness of the Bordeaux vineyard.

In January 2024, staying true to this pioneering spirit, its Mouton Cadet Rouge 2022 vintage was awarded the Fair for Life label. This certification highlights the responsible and sustainable initiatives the brand has been committed to for several years.

Damien Carpentey, vigneron et secrétaire adjoint
de l’association “La Communauté des Vignerons Mouton Cadet”.

A promising first assessment
The historical flagship, Mouton Cadet Rouge, the brand’s best-seller in France and internationally, has received the Fair for Life label. The first labeled vintage appeared on shelves in September with the 2022 cuvée, and by December 31, 1.5 million bottles had already been sold, with 80% in France and 20% in Canada.

Cultivating strong ties with its winegrowing community since its inception, Mouton Cadet has also established a development fund, financed by allocating 1% of sales revenue. In 2024, this fund reached €121,000, which was donated to “La Communauté des Vignerons Mouton Cadet.”

A key aspect of the Fair for Life certification is fair compensation for winegrowers, already a major concern for Mouton Cadet, which offers multi-year contracts and purchase prices above the market average. To go further, the brand, in collaboration with an independent accounting firm, has developed a tool to optimize production costs on a case-by-case basis, improving profitability for each vineyard. Additionally, Mouton Cadet provides its winegrowers with a technical team of seven oenologists and a dedicated app for real-time sharing of essential information.

Continuing this commitment, in 2025, the Mouton Cadet Rouge 2023 vintage will also bear the Fair for Life label. The certification is based on evolving criteria that are rigorously audited each year, focusing on fair trade principles, social responsibility, environmental respect, local impact, and overall industry engagement.

Véronique Hombroekx,
Directrice Générale, Vins & Marques, Baron Philippe de Rothschild

Véronique Hombroekx, Managing Director, Wines & Brands, Baron Philippe de Rothschild:
“The Fair for Life certification is another step in our global CSR approach, reflecting our desire to progress ethically, responsibly, and sustainably. This label highlights our commitment to transforming the wine sector toward a more human- and environmentally-respectful future. Another model of viticulture is possible, and we sincerely want to inspire hope in this passionate profession. Mouton Cadet wine is a collective effort, which must contribute to preserving and enriching the Bordeaux heritage and, more broadly, French heritage. Mouton Cadet must embody a new business model for the Bordeaux wine industry so that we can offer engaged, unifying wines without compromising on quality.”

What are the future prospects?
The development fund aims to finance collective projects, proposed, debated, and voted on during the general assemblies of “La Communauté des Vignerons Mouton Cadet.” At the end of 2024, five major themes were identified and unanimously approved, addressing current and future challenges in the wine sector:

• Optimizing production, purchasing, and operating costs based on a study of operating expenses. This initiative follows the work carried out with an accounting firm, which led to the creation of a customized cost-calculation tool available to Mouton Cadet winegrowers.

• Addressing climate challenges by conducting various tests, particularly on resistant grape varieties and vine disease pressures. A partner winegrower will plant two grape varieties—one red and one white—on a one-hectare plot.

• Mastering regulations by providing clear information and training for the winegrower community. Half-day workshops, supervised by a specialized consultant, will be organized to simplify understanding and communicate the latest regulatory changes.

• Considering operational constraints by conducting a comprehensive study on a project involving sexual confusion methods. The goal is to use this approach to protect vineyards while limiting insecticide use.

• Passing on the profession and expertise by creating partnerships with various schools in Gironde: Blanquefort, Montagne, Vayres, and Tour Blanche. Some winegrowers will make plots available for students in training and may also recruit interns or apprentices.

Stéphanie Chollet,
vigneronne et vice-présidente de l’association
“La Communauté des Vignerons Mouton Cadet”.

Stéphanie Chollet
Throughout 2025, projects will be implemented around these themes. The certification of the Mouton Cadet Rouge 2023 vintage—set to be marketed in France and Canada during the year —should further increase the funds allocated to the “La Communauté des Vignerons Mouton Cadet” development fund. A virtuous cycle, as each bottle represents ethical commitments while helping to support future-oriented projects.

“Fair for Life provides a response to current challenges. Today, the wine world faces multiple social, environmental, and economic issues. This label helps us address these challenges in a concrete and ambitious way.” — Stéphanie Chollet, winegrower and vice-president of “La Communauté des Vignerons Mouton Cadet.”

Mouton Cadet Rouge 2022 Certified Fair for Life
A modern, bold, and generous wine with intense red and black fruit aromas, enhanced by delicate spicy notes, giving it a beautiful freshness.

Typical Bordeaux grape blend:
Merlot (87%), Cabernet Sauvignon (10%), and Cabernet Franc (3%)
Recommended retail price: €10.99 (75 cl bottle)
Available in supermarkets, convenience stores, and online at Vinatis.com

Learn more at WWW.FAIRFORLIFE.ORG
Fair for Life is a product certification program for fair trade and responsible supply chains in agriculture, manufacturing, and commerce. The Fair for Life label guarantees the commitment of industry players to implementing and continuously improving ethical and sustainable practices (human rights, working conditions, biodiversity, good agricultural practices, governance, and fair trade relations). Fair for Life ensures that producers in the supply chain receive fair prices, see improvements in their production tools, and have the means to undertake collective projects of their choosing.
www.fairforlife.org