Mouton Rothschild 2018, whose label was created by Chinese artist Xu Bing, saw its market price rise by 4% on the day the label was made public, and then by a record £5,112 (1,275 per case) in the following days, 9.7% above the release price.
However, in terms of total value of transactions, the 2018 vintage ranks only 16th among all Mouton vintages. In the 2020 vintage, the hottest selling vintages on the market are the 2016 (12%), 2000 (9.5%), 2010 (8.5%), 2005 (8.3%) and 2017 (8%) vintages.
On the day the wine label was made public, the circle of friends was almost swept up. Will Chinese consumers be more willing to pay for a wine label that incorporates Chinese elements?