Baron Philippe de Rothschild SA

Baron Philippe de Rothschild SA is one of the most renowned family businesses in the international wine industry. The company has made a name for itself with the export of Bordeaux AOC wines, such as the famous Mouton Cadet. In addition to its headquarters in the small town of Pauillac, near Bordeaux, and several wineries in western and southern France, the company is also active in Chile and the United States. Founded in 1933, the company is now managed by Baroness Philippine de Rothschild and produces top-quality wines.

Success story of the Rothschild family

The Rothschilds can already look back on a long, eventful history: Already around 1500, this name is mentioned in documents. In the 19th century, the Jewish family became known and influential through its banking business. Mayer Amschel Rothschild is considered the founder of the dynasty. Born in Frankfurt, he had several sons who became respected businessmen. However, the family became successful not only in the banking business, since the 19th and 20th centuries, the name is also associated with activities in the wine industry. With the purchase of Château Brane Mouton in 1853 by a family member and the renaming to Mouton-Rothschild, a new tradition began: in 1922, at the age of 20, Baron Philippe took over the château and winery from his father Henri. The 1930s saw the creation of the joint-stock company Baron Philippe de Rothschild SA, which was headed by Philippe for many decades.

Initiate changes

Due to several changes initiated by him, the company gained international fame and expanded. Factors in this were Philippe de Rothschild's innovative marketing strategies and pursuit of quality, such as the new bottling method: with the "château bottling" (mise en bouteille au château) in 1924, he took a revolutionary step and initiated a change: Whereas wines had previously been delivered in barrels, Rothschild now sent wines to wholesalers already bottled.
Another novelty, initiated by Baron Philippe, were the artist labels introduced in the post-war period, which formed part of the market strategy. From 1945 onwards, Château Mouton-Rothschild received a label which was always designed by a contemporary artist; among them famous painters such as Miró, Dalí, Chagall, Picasso and Warhol. This marketing idea increased the demand for the wine and made it a luxury good in demand.

Baron Philippe de Rothschild together with other wineries

in 1979, Rothschild began a joint project with winemaker Robert Mondavi of Napa Valley, California. The collaboration resulted in the joint venture Opus One and the red wine of the same name.
Opus One specialized in Franco-American top wines.Since the late 1970s, the daughter of Baron Philippine has been increasingly active in the family business and helped, for example, the Mouton to international fame with the help of a traveling exhibition. At the end of the 1980s, after the death of her father, she became the majority shareholder of the joint stock company and inherited a considerable fortune as well as wine estates (Château Mouton Rothschild, Château d'Armailhac and Château Clerc Milon). Philippine continued the tradition of artist labels, increased the product range, modernized the company and was able to successfully market the offer both at home and abroad. With the Chilean wine producer Concha y Toro began in 1997 a cooperation that has lasted until now. The company produces the Franco-Chilean wine Almaviva.

The company's wineries today include:

• Château Mouton Rothschild - myth and tourist magnet in southwest France
• Château d'Armailhac - another Rothschild winery in the Bordeaux area
• Château Clerc Milon - planted with regionally typical grape varieties, including Cabernet Sauvignon, Merlot and Cabernet Franc
• Domaine de Baron 'Arques - vineyard in the Mediterranean region of Languedoc-Rousillon
• Opus One - Bordeaux wines from California
• Baron Philippe de Rothschild Maipo Chile - French-Chilean project with the branded wine Escudo Rojo and Almaviva

Rothschild is also at home in many countries

For its projects in Chile and the USA, Rothschild SA relies in each case on local partners who know the market. From its headquarters in Pauillac, near Bordeaux, the company manages its European operations, as well as its contacts in Africa and the Middle East. The joint stock company is also the world's leading exporter of Bordeaux AOC wines. Decisive for this is also the wide network of intermediaries and partners. 80% of the goods are shipped abroad. The main customers are from the USA, France, Great Britain, Germany, Canada and Belgium.