|
|
The Bordeaux major Baron Philippe de Rothschild (BPR) is launching the first organic wine of its Mouton Cadet brand. "We have started to certify our 250 partner winemakers as HVE (Haute Valeur Environnementale) and to produce a wine without pesticides classified as CMR (Carcinogenic, Mutagenic and Reprotoxic)," said Philippe Sereys de Rothschild, CEO of Baron Philippe de Rothschild (BPR).
"We are starting with the red wines, but we are also thinking about a rosé and a white wine," said BPR wine director Véronique Hombroekx. The wine will be available in the large French supermarket chains at a price of 11.50 euros, she said.
In the first year, the label will account for five per cent of the three million bottles of Mouton Cadet sold annually, she said. "The two ranges will coexist. Organic wine will be increasingly expanded depending on the conversion rate of our partner winemakers and consumer response." And that is only one stage of the plans. "In the future, we want to move towards zero pesticide residues," said Philippe Sereys de Rothschild.
The French PDB system is considered less strict than the classic organic certification. It puts biodiversity in the vineyard in the foreground.
(uka / Photo