Upon harvesting a crop he considered not up to the high standards of his vineyard, he chose not to sell that year's vintage under the Château label. In 1932 Philippe de Rothschild began to sell this second-string vintage as a good low-cost Bordeaux under the name "Mouton Cadet". The product became so successful that he eventually had to purchase grapes from vineyards throughout the Bordeaux region just to meet the demand. Today, Mouton Cadet is the number-one-selling red wine in the world.