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Shaw-Ross Looks To Continue French Success With Mouton Cadet Revamp

February 6, 2018

Shaw-Ross International has caught lightning in a bottle over the past few years with the runaway success of the Chateau d’Esclans rosé wines from Provence. Now the Florida-based importer is looking to further raise its profile in the French category with recent addition Mouton Cadet, part of the Baron Philippe de Rothschild SA portfolio.

Mouton Cadet officially joined the Shaw-Ross range from previous importer Constellation Brands last August, and this year the brand will get a relaunch in the U.S. including new labels and blends. “This is an iconic brand that’s been in the market for many years,” notes Bruce Hunter, managing director of Shaw-Ross. “It has great distribution, but it’s more meaningful within our portfolio, and we’ll be able to give it the attention it needs to take it to new levels. With any brand, once it’s been around for a while, the tendency can be to take it for granted. This year there will be a full turnaround in the way Mouton Cadet is presented to the U.S. market.”

Mouton Cadet has sold around 135,000 cases annually in the U.S. in recent years, retailing at around $13-$15 a 750-ml. But Hunter says that price point is being reviewed because of the vastly improved quality of the wine. “The Rothschilds have a new ‘Parcel Select’ program whereby they verify that all grape sources are up to their standards,” Hunter explains. The changes are slated to take effect in the first quarter of this year.

Along with upgrades to the liquid and the labeling, Mouton Cadet will continue to burnish its image with high-profile event partnerships including the Americas Cup, the Ryder Cup and the Cannes Film Festival, where it’s the official wine partner. “We plan to stabilize the brand and then grow it in a slow, methodical manner that’s built on a sound foundation,” Hunter adds. With accessibly-priced Bordeaux enjoying renewed vigor in the U.S., the relaunch of one of the segment’s leading brands appears to be coming at an opportune time.

Along with Mouton Cadet, Shaw-Ross’s agreement with Baron Philippe de Rothschild SA includes allocations of famed Bordeaux first-growth Chateau Mouton Rothschild. “We’re excited,” says Hunter. “This partnership adds a new dimension to our French portfolio.”—Daniel Marsteller

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