Mouton Cadet hopes to build brand awareness through international sponsorships

By Erin Smith

Published: 27 May, 2014

Mouton Cadet is building brand awareness through several high profile sponsorships this summer, including the Cannes Film Festival, BMW PGA Championship Tour and the Ryder Cup in order to gain market share in the UK on and off trade.

Mouton Cadet wine bar at Cannes Film Festival Mouton Cadet wine bar at Cannes Film FestivalMouton Cadet is sponsoring a number of high profile events this year including the Cannes Film Festival in effort to build brand awareness.

Two headline events that Mouton Cadet has sponsored in the past two weeks include the Cannes Film Festival and the BMW PGA Championship tour.

Philippe Koch, export director for Mouton Rothschild said: "Today we are really looking for ways to communicate with our consumers. Events like Cannes, the European Tour and the Ryder Cup are great events that help us to communicate with our audience."

The events also have global appeal and can reach a global audience, which is critical for Mouton Cadet. "We are available in 150 countries worldwide and Mouton Cadet can be found in almost every market. It is a huge network and it is important to partner with events that have similar reach and values," said Koch. Steven Garnier was recently appointed the new UK off trade distributor.

Mouton Cadet and the Rothschilds have had a long standing relationship with Cannes Film Festival, as an actress under the stage name Philippine Pascale. The brand has been linked to the film festival since 1992. Mouton Cadet has had a private and exclusive bar on the roof of the Palais des Festivals for four years running that includes two terraces, two salons and one beauty-room.

The Mouton Cadet wine bar is a located in the heart of the film festival and a choice spot for several stars that attend the event. The Mouton Cadet Festival de Cannes 2014 Limited Edition bottle was also produced and released at the film festival.

Koch said: "We are really focused on value and building our brand which is a long game. Today's wine consumers are looking for quality at a good value. These events help to put the right product in front of the right audience at a great value. It also helps to build our image and brand as we focus on the UK trade."

The next event that Mouton Cadet will be sponsoring will be the Ryder Cup 2014, which is held every year. The event will be held at Gleneagles, Scotland on September 23-28, 2014.

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