Fair for Life–certified Mouton Cadet Rouge posts growth in Canada and France in 2025
Growing momentum in the Canadian and French markets,
nearly €160,000 generated in 2025 for the development fund supporting collective projects of the “Communauté des Vignerons Mouton Cadet,”
and confirmation of the certification for the upcoming 2025 vintage.
Cliquez ici pour voir le communiqué de presse en français
For nearly a century, Mouton Cadet has embodied a commitment to preserving and sharing the diversity of the Bordeaux wine region. True to the pioneering spirit of its founder, Baron Philippe de Rothschild, this family-owned company continues to advance its responsible transformation. One of the strongest expressions of this commitment is the Fair for Life certification of its iconic cuvée, Mouton Cadet Rouge, since the 2022 vintage.
Following its first full year on the Canadian and French markets, Fair for Life–certified Mouton Cadet Rouge is posting growth and has generated a significant contribution to its development fund—underscoring a meaningful and forward-looking 2025 outlook for its community of winegrowers. The brand also confirms the renewal of the Fair for Life certification for the upcoming 2025 vintage of its ffagship wine.
A long-standing commitment, a strengthened dynamic
Present in Canada since the early 1950s, Mouton Cadet was among the first Bordeaux wines to establish a lasting presence on Canadian tables, particularly in Québec and Ontario - making Canada one of the brand’s earliest and most significant export markets.
Founded in 1930 from the forward-thinking vision of Baron Philippe de Rothschild, Mouton Cadet has always placed winegrowers and terroir at the heart of its identity. The Fair for Life certification, awarded in January 2024 for the 2022 and 2023 vintages, is part of a broader CSR approach rooted in environmental transition and the transmission of expertise. Under the leadership of Philippe Sereys de Rothschild, the brand continues to move toward a resilient, innovative and unifying viticultural model.
Fair compensation for winegrowers—one of the cornerstones of the Fair for Life certification—has long been a priority for Mouton Cadet. In line with this commitment, the brand offers its 90 partner winegrowers multi-year contracts and grape purchase prices above the market average. Through this relationship of trust, Mouton Cadet reaffirms its adherence to the principles of fair trade.
Working alongside its winegrowers across nearly 1,200 hectares, the brand actively promotes environmentally responsible practices. Since 2020, 100% of vineyard surfaces have been certified at the highest level of France’s High Environmental Value (HVE) certification. In addition, 30% of vineyards are farmed organically or are in conversion to organic. This commitment truly comes to life through the individualized support provided by the Mouton Cadet technical team, from vine pruning through to vinification, within each winegrower’s cellar.
2025 results: growth, expansion and tangible impact
In 2025, sales of Fair for Life–certified Mouton Cadet Rouge reached 2.5 million bottles across Canada and France, generating €160,000 to support collective initiatives led by the “Communauté des Vignerons Mouton Cadet”.
“While it is difficult to isolate the exact impact of Fair for Life on sales, one trend is clear: markets offering our certified cuvée are performing strongly. In France, despite a market decline of 10%, Mouton Cadet increased its market share to 18.S%. In Canada, the certification has helped us return to double-digit growth in a historic market. Responsible commitment is clearly a driver of long-term performance.”
Véronique Hombroekx, Managing Director, Wines s Brands, Baron Philippe de Rothschild.
A development fund dedicated to concrete projects
Funded by 1% of sales of Fair for Life–certified Mouton Cadet Rouge, the development fund continues to fulfil its core mission: financing collective projects proposed and voted on by the Communauté des Vignerons Mouton Cadet. In 2025, several structuring initiatives were launched and will continue this year, illustrating the collective’s ability to address both current and future challenges facing the wine sector:
- Optimizing production costs: continuation, into its second year, of personalized support for volunteer winegrowers, supported by a bespoke cost-analysis tool developed in partnership with an independent accounting As each operation is unique, fully actionable results will only be achieved through the analysis of several consecutive vintages.
- Adapting to climate change: following soil and parcel mapping initiated in 2025 and still underway, the first trials of disease-resistant grape varieties and alternative disease management approaches will be carried out this year with selected volunteer winegrowers.
- Passing on expertise: efforts are underway to strengthen partnerships with regional viticulture schools, enabling young apprentices to train alongside Mouton Cadet winegrowers and gain hands-on experience in the field.
- Agronomic innovation: this experimental program exploring alternative vineyard protection methods is currently the subject of a detailed assessment of winegrowers and their specific needs, which will require budget approval at a forthcoming general assembly.
“The individualized support we receive from the Mouton Cadet teams is truly unique and tailored. Fair for Life provides a complementary response to the challenges of our profession. Thanks to the development fund, we are able to innovate collectively and prepare for the future of our estates.”
Stéphanie Chollet, Vice-President of the Communauté des Vignerons Mouton Cadet
2026 outlook: expansion and ambition
While the 2023 vintage is currently available on the Canadian market, Fair for Life–certified Mouton Cadet Rouge 2024 is expected by the end of the year, ahead of the 2025 vintage, which will also carry the certification on its label.
Funds generated in 2025 will enable the continuation of ongoing initiatives as well as the launch of new projects, all approved by vote at the general assembly. In 2026, the strengthening of independent audits, together with the ongoing evolution of the label’s criteria, will ensure ever-higher standards of rigour and transparency.
“If a company like Mouton Cadet can inspire other players to join the movement, the momentum will be all the more beneficial for the entire sector. We are proud of the progress made alongside our community of winegrowers and remain fully committed to advancing a form of viticulture that is increasingly responsible, innovative and inclusive,” concludes Véronique Hombroekx, Managing Director, Wines s Brands, Baron Philippe de Rothschild.
About the Fair for Life label
Fair for Life is an international certification program for fair trade and responsible supply chains, ensuring respect for human rights, fair working conditions, biodiversity preservation and local development. It is part of a long-term vision that promotes ethical and sustainable practices throughout the entire production chain.
About Mouton Cadet
Produced by the family-owned company Baron Philippe de Rothschild, Mouton Cadet has remained true to its roots since its creation in 1930, with a mission to offer accessible Bordeaux wines to a broad audience. The brand is present in over 100 countries worldwide.
