Golf doesn’t usually come to mind when one thinks of the Rotschild dynasty, but the storied wine-making family is having its legendary Moutin Cadet brand among the huts and hospitality suites at the 2014 Ryder Cup. Aside from the Cannes Film Festival, Rothschild tends to keep a low profile, and has particularly avoided the world of sport to promote its wine.
The great wine institution was losing market share to quality wines from California, Australia, South Africa and other parts of the world. Three years ago, the Mouton Cadet brand, known as the “younger brother” of Chateau Mouton Rothschild, the flagship brand, formed a partnership with European golf. The result is the sponsorship of the Ryder Tour that begins this week.
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Julien de Beaumarchais de Rotschild told The Globe and Mail, “You know if you don’t make your brand live, it will one day disappear.” Julien 43, lost his mother a month ago at the age of 80, Philippine de Rotschild who carried on the tradition from her father Baron Philippe passed away in 1988. Her mother, Elisabeth Pelltier de Chambure, a German Catholic, died in a concentration camp during the Holocaust.
Before her passing, Philippine approved of the plan to be involved in the world of golf. Julien said the family initially rejected the idea, “We said no, and then we said yes.” Golf was considered the best sport to sponsor because it involved both “elegance and accessibility.”
In honor of the Ryder cup the Rothschild family is making a blend of cabernet and merlot and is producing a limited edition of the brand of only 7, 000 cases. Each bottle will bear the Ryder insignia.
