EUROPE. Baron Philippe de Rothschild has partnered with Gebr. Heinemann for the travel retail debut of Mouton Cadet Les Deux Rives.
First unveiled at the TFWA World Exhibition in 2025, the exclusive wine collection (RRP €30/US$34 for 75cl) will be rolled out in phases across key international airports, supported by dedicated installations and immersive brand experiences.
The campaign will debut at Istanbul and Frankfurt airports before expanding to hubs in Berlin, Oslo, Keflavik, Nuremberg and Billund. Additional activations are planned for Copenhagen, Düsseldorf and Hamburg in the following weeks.
Dedicated showcases, premium visual assets and an interactive digital experience will assist travellers in selecting the wine profile that most closely aligns with five aspects of their personality.
Positioned as a ‘sensory exploration of Bordeaux terroirs’, the release joins Mouton Cadet’s growing travel retail line-up, following the launch of Cuvée Héritage Rouge, which ran through March, and the Fresh Collection, which has been featured since April and continues through summer.
Redefining the wine experience
Mouton Cadet presents Les Deux Rives as a fresh and contemporary interpretation of Bordeaux, designed to spark an emotional connection with international travellers.
The collection comprises two red wines that pay tribute to Bordeaux’s renowned riverbanks.
Mouton Cadet Rive Droite showcases Merlot’s signature roundness, with a generous and balanced profile, while Mouton Cadet Rive Gauche captures the strength of Cabernet Sauvignon to offer greater structure and intensity.
Each cuvée is produced from meticulously selected parcels, vinified separately in small batches, and matured for 16 months in large oak vats. Rare within the Mouton Cadet range, this winemaking approach is designed to create an emotional connection beyond traditional appellation boundaries.
The collection stands out through premium packaging, with contrasting labels highlighted by gold accents and a fabric jewel designed to elevate the gifting and discovery experience.
Available in satin for Mouton Cadet Rive Droite and textured fabric for Mouton Cadet Rive Gauche, the accessory is embroidered with two words that evoke a more personal connection with the wine.
Crafted for a global audience
Targeting travellers in search of authenticity and new experiences, the collection pairs a streamlined design inspired by Bordeaux’s riverbanks with a concept focused on discovery, making it well-suited to premium travel retail.
Baron Philippe de Rothschild Marketing & Communication Director Wines & Brands Marie Desprez said, “We built Les Deux Rives on a logic of identification: to move away from traditional wine criteria and guide the consumer towards a wine profile that suits them.
“The wine’s qualities are even found in the fabric jewel, designed as a tangible and sensory marker at the point-of-sale: a material, words, and an experience that makes choosing easier.”
Founded on Baron Philippe de Rothschild’s vision of bringing Bordeaux wines to a broader audience, Mouton Cadet has long been guided by a commitment to a fair and sustainable winegrowing model.
Today, the third generation of the Rothschild family works alongside 90 partner winegrowers and a dedicated team of seven oenologists to uphold quality throughout the winemaking process.
The model was officially recognised with Fair for Life certification for Mouton Cadet Rouge from the 2022 vintage, reflecting a focus on fair pricing, long-term grower partnerships, sustainable viticulture and greater consumer transparency. ✈
