Julien De Beaumarchais De Rothschild on the family's historic tradition of putting art on wine

Nearly a century ago, Baron Philippe de Rothschild, who inherited the Château Mouton Rothschild in 1922, conceived the idea of transforming the prestigious estate's wine labels into miniature works of art. 

In 1924, French graphic designer Jean Carlu became the first artist to be commissioned to create an original artwork to illustrate a vintage label. 

The concept took full flight in 1945 after the war, with each subsequent year featuring labels created by the likes of Pablo Picasso, Andy Warhol, Keith Haring, Salvador Dalì, Francis Bacon, and Anish Kapoor. The list of art world titans goes on. 

King Charles III himself even dipped his royal brush into the mix with a watercolour landscape for the 2004 Mouton label.

Fast forward to the present and the tradition is still thriving. The estate's latest vintage, Château Mouton Rothschild 2021, features an original artwork created by Japanese artist Chiharu Shiota.

Euronews Culture spoke with Julien de Beaumarchais de Rothschild, a sixth-generation family member and the co-owner of the Château Mouton Rothschild, to learn more about the historic 'Paintings for the Labels' initiative, as well as Shiota's recent contribution.  

Euronews Culture: Can you tell us about the significance and history of the "Paintings for the Labels" initiative at Chateau Mouton Rothschild, and how it has evolved?

Julien de Beaumarchais de Rothschild: Initially, when the story of Château Mouton Rothschild and art began in 1924, the intention was not to associate a great artist with the label but rather to celebrate the birth of a revolutionary initiative: the first vintage to be entirely bottled at the estate, on the insistence of my grandfather Baron Philippe de Rothschild.

To give his decision an eye-catching visual dimension he commissioned the design for the label from the poster artist Jean Carlu (1900-1996). The result is one of the most successful examples of the influence of Cubism in the applied arts. The label, with its strikingly modern illustration, was ahead of its time and met with disapproval. But Baron Philippe was not one to let go of an idea lightly and 1945 brought a new opportunity, this time to celebrate an event of