When people ask where the name Shuette comes from, the story starts with birds.
A vineyard with a long relationship with birds
Our vineyard has a longstanding relationship with the Ligue pour la Protection des Oiseaux (the League for the Protection of Birds). We provide habitats for many native and migratory species, including an owl sanctuary. We wanted to bring this into our brand to showcase our commitment to biodiversity.
From chouette to Shuette
The French word for owl is chouette. As a noun, a chouette is a type of owl without visible ear tufts. As an adjective or exclamation, it is slang for "great" or "cool".
Then we made it personal. My wife and the co-owner of Shuette is called Shu Min Ho. So we augmented the French word: Chou.ette became Shu.ette. That is how we got our name, and it became the inspiration for our brand icon: the minimal owl.
Why birds matter to us
Birds are one of the clearest indicators of a healthy ecosystem. A thriving bird population tells us there is abundant insect life, diverse habitats and a stable natural environment. Birds also play an important role in natural pest control, helping to keep insect populations in balance without trying to eliminate them entirely.
Many farmland bird species have declined by 42% across Europe since 1990, so supporting them is an important part of responsible land stewardship. At Shuette, we have installed nearly 300 bird boxes, alongside bat and owl boxes, to provide safe nesting and roosting sites.
These boxes are just one part of a wider regenerative approach that aims to create a rich, resilient ecosystem where wildlife, vines and people can thrive together.
Our Owl icon
Taking inspiration from the owl, we eventually settled on an organic, minimalist shape. Its hand-drawn style reflects the artisanal nature of what we produce. It is a bold, minimal statement that is easy to recognise in a space filled with maximal design.
Because we produce a large range of wine styles, we also wanted a way to tell you what is inside the bottle before you open it. So we rotate the icon according to the wine style.
