Baron Philippe de Rothschild will present new additions to its Réserve Mouton Cadet and Escudo Rojo ranges at the inaugural Moodie Davitt Virtual Travel Retail Expo, where it is a Silver Partner.

The wine producer (#Virtual Stand WS-S7) said the pioneering trade show will be “an excellent opportunity to emphasise our position as a premium wine producer with a solid foothold in, and a great commitment to, the duty free channel”.

New additions to the Réserve Mouton Cadet range from high-end appellations will be on show at the Virtual Expo

Baron Philippe de Rothschild Duty Free & Travel Retail Director Henri Brunel added: “During the fair, we will showcase new additions to the Réserve Mouton Cadet range with three wines from high-end Bordeaux regional appellations: Pessac‑Léognan, Margaux and St Estèphe.

“We will also present Mouton Cadet Héritage, which pays tribute to its creator Baron Philippe de Rothschild and features the original label of the 1930 vintage of Mouton Cadet.

“From Chile, we will showcase our premium, award-winning Escudo Rojo range and the latest addition: Escudo Rojo Origine, a 100% cabernet sauvignon from our own vineyard in the Maipo Valley.”
Brunel noted that when much of Europe was in lockdown earlier in the year the wine producer was only able to operate through ecommerce operators. He said that Baron Philippe de Rothschild would be looking to tap into this channel further as travel retailers expand their digital offer.

“Baron Philippe de Rothschild intends to consolidate its position in Europe and continue to lead the French wine category in duty free, expanding the reach of its flagship brands in Asian duty free markets, particularly China. Most of the impetus in travel retail now comes from the Chinese duty free market, and mostly from domestic travel,” Brunel added.

To grow in the channel, Baron Philippe de Rothschild aims to strengthen its in-store presence through brand ambassadors. “We want to be close to consumers, enable them to share genuine experiences and enter the Mouton Cadet and Escudo Rojo brand universes,” Brunel commented.

He added it would be important for all three sides of the travel retail Trinity to cooperate as much as possible as the channel recovers from the COVID-19 pandemic.

“For example, retail operators must share their data with suppliers so that they can adjust their supply and meet customers’ expectations as effectively as possible,” Brunel said.

“Baron Philippe de Rothschild can also fully play its leading role by managing the category and offering advice. Agility and responsiveness are essential in a crisis; we need to create a virtuous circle and show adaptability.”

All vineyards from Baron Philippe de Rothschild’s partners have high environmental value (HEV) certification

Going forward, Baron Philippe de Rothschild will increasingly create a differentiated offer in travel retail and emphasise its ethical approach, Brunel said.

“The company continues to innovate and bring out new products,” he added. “For example, the Réserve Mouton Cadet range has been revamped and enhanced. The new labels feature a QR code, which gives easy access to a web page, taking the user straight into the heart of the appellation and providing clear information about the wine, including food pairings.

“Baron Philippe de Rothschild is constantly moving forward while remaining true to its values. Respect for terroirs and people is central to our approach at Mouton Cadet; we have recently taken steps to ensure that all our partner winegrowers’ vineyards have high environmental value (HEV) certification, and to eliminate treatments containing carcinogenic, mutagenic or toxic substances.”