Mouton Rothschild has released its 2010 label, which has been designed by the American Artist Jeff Koons, providing a very fertile interpretation of the Birth of Venus.
Koons made his name creating controversial sculptors, which have adorned the Guggenheim and the Tate Modern. His steel bouquet of multi-colored Tulips sold for $33.6 million in November 2012.
Mouton 2010 received 97-100 points from Parker, with 94% Cabernet Sauvignon, the highest this estate has ever made: perhaps they are adding the required femininity through the label.
Mouton’s dynamic labeling began in 1945, with Churchill’s V for Victory symbol. Since then their unique labeling has enhanced their brand and delighted collectors. Previous artists include Picasso in 1973, Andy Warhol in 1975 and Bacon in 1990. In 2008, Mouton commissioned Chinese artist Xu Lei; this decision turned out to be commercially beneficial, with the combination of Parker scores, the Chinese artist and the lucky Chinese 8 in the year driving the release price from £1,800 to over £8,000 a case.