Amidst an oversupply crisis plaguing Bordeaux's wine industry, Mouton Cadet has announced a transformative move aimed at supporting local farmers and enhancing the region's global image.
First launched in 1930, Mouton Cadet now distributes 10 million bottles across 120 countries, making it a pivotal player in Bordeaux's wine landscape.
Fair for Life Certification
Revealed at Wine Paris, Mouton Cadet has achieved Fair for Life accreditation for its best-selling red Bordeaux variant, which constitutes 65% of its total volumes. This certification, obtained after a rigorous three-year audit, signifies Mouton Cadet's commitment to ethical practices, sustainability, and fair treatment of its growers.
Jérôme Aguirre, Director of Mouton Cadet Wines, emphasized the importance of this accreditation amidst what he described as a "huge crisis" in Bordeaux. He highlighted the combination of low grape prices and rising production costs exacerbated by climate changes, posing significant challenges for Bordeaux's young farmers.
Challenges Faced by Bordeaux
Véronique Hombroekx, Branded Wines Director at Baron Philippe de Rothschild, echoed these sentiments, describing current conditions as a "dark night" for Bordeaux. She pointed out that oversupply issues have driven down prices to levels unseen since 2000, discouraging quality production and threatening the region's economic viability.
Reflecting on past decisions to expand vineyards during the Chinese market boom, Hombroekx acknowledged the subsequent crash and its enduring impact on Bordeaux's wine economy. She emphasized the need for proactive measures to restore balance and consumer appeal in Bordeaux wines.
Fair for Life's Impact
Fair for Life certification entails commitments to human rights, sustainable agricultural practices, and local community development. For Mouton Cadet, this certification represents a comprehensive approach to sustainability, ensuring fair wages and fostering biodiversity across its 1,500 hectares of vineyards.
Hombroekx highlighted that 65% of Mouton Cadet's annual production now carries the Fair for Life label, with 1% of net revenue reinvested into a fund benefiting grape growers. This initiative allows farmers to collectively decide on fund allocation, reinforcing community involvement and sustainable practices.
Looking Ahead
While Mouton Cadet is not the first Bordeaux entity to obtain Fair for Life certification, it stands out as the first major, globally-distributed wine brand in Bordeaux to feature this label prominently on its bottles. This distinction underscores Mouton Cadet's commitment to transparency, sustainability, and ethical production practices.
As Bordeaux navigates its current challenges, initiatives like Fair for Life offer a beacon of hope and practical solutions for the future. Hombroekx expressed optimism, emphasizing the importance of adapting to consumer preferences while safeguarding Bordeaux's rich winemaking heritage.
Source: The Drinks Business