Château Mouton Rothschild continues its celebrated tradition of commissioning original art for its labels, naming Portuguese artist Joana Vasconcelos as the creator for the 2023 vintage. Titled "Paraíso" (Paradise in Portuguese), the work marks the first time ever a Portuguese artist has illustrated the prestigious Pauillac First Growth label.
The Union of Art and Terroir
The tradition of featuring original artwork on the Château Mouton Rothschild label began in 1945, ensuring a unique link between contemporary art and the world of fine wine. Baron Philippe de Rothschild first commissioned an artist-designed label in 1924, a legacy carried on by Baroness Philippine de Rothschild and now maintained by her children, including Julien de Beaumarchais de Rothschild, who oversees the artistic program.
Following Gérard Garouste for the 2022 vintage, Joana Vasconcelos—famous for her monumental, joyful installations—took on the challenge of the label's intimate scale.
The Inspiration Behind "Paraíso"
Vasconcelos's vibrant, colourful artwork centers on a cluster of grapes, illustrating the essential elements that converge to create a great wine:
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Nature's Cycle: The design incorporates earth and water, the sun's rays, and the cool of the night.
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Human Hand: The drawing also includes a geometric form—the apex of a triangle—which symbolically represents the work of human hands and their beneficial incursion into the natural cycle.
Vasconcelos explained that her inspiration stemmed from the grapes, the vines, and the naturalistic aspect of the Château Mouton terroir. Her piece, "Paraíso," is inspired by the idea of perfection, of luxury, and the coherence between nature and man. Julien de Beaumarchais de Rothschild drew a parallel between the artist's method of assembling and working with different raw materials and the intricate process of making a fine wine, noting that each Mouton vintage is "unique, rare and hence precious". The artwork is a fascinating dialogue between popular heritage and refined culture, which aligns perfectly with the spirit of the First Growth.
The 2023 Vintage Profile
The 2023 vintage is made from a blend of 93% Cabernet Sauvignon and 7% Merlot. The estate, located in Pauillac, spans 82 hectares and is known for its deep gravel plateaux that create an ideal terroir for Cabernet. The wine is matured in new French oak barrels. This vintage, along with its unique label, adds to the collection of masterpieces from artists including Salvador Dalí, Pablo Picasso, Andy Warhol, and David Hockney.
Why Collectors Should Care
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Inaugural Nationality: This is the first time a Portuguese artist has designed the label, adding a unique chapter to the history of the collection.
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Artistic Pedigree: Joana Vasconcelos is a globally celebrated artist known for monumental installations (e.g., Versailles 2012), ensuring the label holds significant cultural value beyond the wine itself.
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Collectible Dual Value: Every Mouton label adds value, confirming the dual investment appeal: a work of art on the bottle and a Premier Cru Classé wine inside.
Source: Château Mouton Rothschild Press Release, 2025-12-01; The Drinks Business; Vino Joy News
