For those well-acquainted with Mouton, the iconic motto "Mouton Doesn't Change" emblazoned on the Picasso label commissioned in 1973 upon its elevation to First Growth status is a familiar emblem. The estate's terrain remains a constant, an immutable anchor in time. Yet, everything else in its orbit transforms—the individuals, the classification, the labels, the artistic collaborations, and of course, the wines—all in a continuous state of evolution, all relentlessly aspiring for excellence.
The genesis of Mouton Rothschild's vineyards traces back to the early 1700s when the first vines were planted on the very soil that forms the bedrock of the estate today. This land was once part of an illustrious collection of vineyards encompassing Pauillac and Saint-Estèphe, all owned by Nicolas-Alexandre, the Marquis of Ségur (1695–1755). His holdings included not only Mouton but also esteemed properties like Lafite Rothschild, Calon-Ségur, Latour, and Pontet-Canet. The Marquis is renowned for his discernment in distinguishing between Lafite and Mouton, recognizing their distinct terroirs. This differentiation becomes evident when one considers the strikingly contrasting personalities of the wines produced by these neighboring vineyards.
In the early 1800s, this vineyard was in the possession of Hector de Brane, who bestowed upon it the name Brane-Mouton. Eventually, he sold it to Isaac Thuret, a Parisian banker, for a substantial sum. However, this period of ownership proved to be short-lived and somewhat detrimental to the estate, as Thuret's stewardship allowed it to languish, potentially impacting its standing in the forthcoming 1855 Classification.
In 1853, Nathaniel de Rothschild acquired the property, giving it the name Mouton Rothschild. Nevertheless, the estate's true transformation didn't take place until Baron Philippe de Rothschild assumed management in 1922. At that time, he was 20 years old, and it fell to him to oversee the property as none of his siblings displayed a significant interest in it. Despite having a somewhat unconventional and bohemian side, which didn't always align with his father's expectations, Baron Philippe was a multifaceted individual—a poet, a Grand Prix racer, a playwright, and a film producer. Yet, his most profound passion and vision were dedicated to elevating his family's wine estate in the Bordeaux countryside, an endeavor that had previously garnered only passing interest from other family members.
Upon his father's passing in 1947, Philippe solidified his commitment to Pauillac by purchasing the shares from his relatives and becoming the sole proprietor of the cherished Mouton Rothschild estate.
Baron Philippe de Rothschild wasted no time initiating a series of visionary reforms that would ultimately elevate the quality and standing of Mouton Rothschild. One notable milestone was his pioneering decision in 1924 to exclusively bottle the estate's entire production on-site. (Historically, it had been customary to ship wines in barrels, allowing négociants and merchants abroad to handle the bottling, a process that could potentially compromise quality or lead to blending with other wines.)
Furthermore, in 1924, Baron Philippe introduced the concept of artist-designed labels, a tradition that continues annually. This artistic endeavor became an integral part of the estate's identity and is now widely recognized.
Arguably, his most significant accomplishment occurred in 1973 when he successfully negotiated Mouton Rothschild's promotion to the prestigious status of First Growth within the 1855 Classification. This achievement marked a pivotal moment in the château's history and solidified its esteemed reputation in the world of fine wine.
As alluded, the estate was not deemed a First Growth in 1855 when the classification of the Médoc was first done under Napoleonic decree. It was a Second Growth. And yet Baron Philippe firmly, passionately believed it was of First Growth standard. Once he had decided it had to be upgraded, he was relentless in his pursuit, even though the rigid 1855 Classification had never been amended since its inception—and, indeed, it has to this day only once had a readjustment. They had a whole administrative process—exactly as it was done in 1855—they recreated the whole thing. All the tastings, visits to the property, up through the INAO—the whole process was very long.
At Chateau Mouton Rothschild, there's a profound appreciation for the historical significance and the esteemed brand value associated with Mouton Rothschild's practice of featuring vintage-specific artist-designed labels. Initially, when Philippe initiated this artistic endeavor, it involved relatively lesser-known artists. However, as the renown of Mouton Rothschild's wines soared, it attracted globally acclaimed artists like Miro and Picasso, who contributed their talents to create these distinctive labels.
Continuing in the footsteps of her father, Philippine played a pivotal role in curating an extensive collection of artworks and labels. This collection remains a veritable roster of some of the world's most renowned artists, including luminaries such as Andy Warhol, Keith Haring, Francis Bacon, Lucien Freud, Jeff Koons, and David Hockney, among others
In today's rapidly expanding and increasingly competitive world of wine, maintaining a leading position is undoubtedly a priority. However, alongside this ambition lies a commitment to preserving rich heritage. The Rothschild family, known for their innovative business endeavors, recently embarked on a remarkable initiative aimed at supporting the world of art.
Earlier, they introduced a unique concept known as the "Versailles Celebration" cases of Château Mouton Rothschild. These 75 exclusive cases were specially designed and offered for auction through Sotheby's in London, New York, and Hong Kong. The proceeds from these auctions were dedicated to the restoration efforts of two iconic landmarks: the Palace of Versailles and the Notre Dame Cathedral, which suffered extensive damage in the tragic fire of April 2019.
Each auction lot comprised five distinct vintages of Château Mouton Rothschild: 2013, 2010, 2009, 2007, and 2005. Notably, these vintages were carefully selected because the labels for each were crafted by artists who had previously exhibited their works at Versailles.
"Wine lovers should note that this article tells just part of the Château Mouton Rothschild story. The other part of the story is what is in the glass. Go to the catalog of Chateau Mouton Rothschild"