What is Beaujolais Nouveau? || Wine Information || Wine Region

For decades, wine lovers have marked the third Thursday of November on their calendars as the day le Beaujolais Nouveau est arrivé! This young, vivacious red wine, once a global phenomenon, went out of style after its dazzling glory. However, it is making a subtle reappearance. Beaujolais Nouveau is gaining popularity again, thanks to a revived respect for wines that speak to their roots. But what's sparked this fresh interest? And how does a wine so steeped in tradition remain appealing to modern drinkers?

What is Beaujolais Nouveau?

Beaujolais Nouveau originated in the early twentieth century amid the undulating hills of eastern France's Beaujolais region. Traditionally, winemakers would ferment Gamay grapes shortly after harvest to produce a light, fresh wine. This early bottling, termed as "vin de primeur," commemorated the conclusion of grape-picking season. The wine was not meant to be aged; instead, it was drank locally by labourers and residents of the surrounding villages, providing a first taste of the harvest season.

In the 1950s, French legislation officially permitted the early distribution of these wines, and by the 1970s, the third Thursday in November had become a standardised date for their release. This timing, just before the holiday season, made it a festive tradition throughout France and beyond.

Beaujolais Nouveau became a global phenomenon in the 1970s and 1980s, largely to the marketing talent of Georges Duboeuf, one of the region's most recognised growers. His extravagant advertising, which used the classic tagline "Le Beaujolais Nouveau est arrivé!" ("The Beaujolais Nouveau has arrived!"), drew international notice. Cities such as London, New York, and Tokyo enthusiastically welcomed the wine, holding vibrant festivities, parades, and even races to deliver the first bottles to crucial markets. However, by the early 2000s, oversaturation and a preference for quantity over quality had reduced its appeal.

Why United Kingdom loves Beajolais Nouveau?

The UK has historically played an important role in the Beaujolais Nouveau tale. During its heyday in the 1980s, Nouveau fever spread across Britain, with wine enthusiasts anxiously anticipating the first bottles. London became a focal point for festivities, with pubs and restaurants holding themed parties to commemorate the wine's launch.

One of the most unusual traditions was the "Beaujolais Run," a race to convey the first bottles of Nouveau from France to the United Kingdom. Participants would race from Beaujolais to different sites in England, frequently driving antique vehicles or motorbikes. This unofficial tournament caught the wine's spirit: lively, swift, and light-hearted. However, when oversaturation and poor quality became problems in the 1990s, excitement dwindled. For a time, it appeared like the celebration would slip into obscurity.

Why Beaujolais Nouveau making comeback?

Beaujolais Nouveau is currently experiencing a rebirth, owing to changes in consumer tastes and a broader trend that values authenticity, craftsmanship, and a return to origins. Key elements include:

• Craftsmanship over commercialisation: Many producers have reduced bulk production in favour of smaller quantities that accentuate the Gamay grape's inherent flavour and the region's terroir.
• A taste for tradition: In an era of artisanal everything, Beaujolais Nouveau's decades-long history and seasonal release feel more relevant than ever.
• Social media buzz: Beaujolais Nouveau's brilliant hues and joyful spirit are ideal for social sharing, enticing newer generations of wine enthusiasts.
• Food and wine pairing trends: Its low tannins, sharp acidity, and red berry overtones make it an excellent partner with everything from charcuterie boards to heavy fall foods.

What about the greater Beaujolais region? 

While Nouveau may be the region's main draw in November, the Beaujolais crus are gaining popularity year-round. These eleven towns, which include Morgon, Fleurie, and Moulin-à-Vent, create wines ranging from delicate and flowery to powerful and earthy, with several having the character to age well.

How will you celebrate Beaujolais Nouveau today?

Whether you're returning to an old tradition or experiencing it for the first time, here's how to make the most of Beaujolais Nouveau Day:

• Raise a glass on release day: On November's third Thursday, join the global celebration by drinking a glass of Nouveau. Many wine bars and restaurants hold special events, so look into what's happening around you. 
• Serve it correctly: Beaujolais Nouveau is often served slightly chilled (about 12-14°C) to showcase its lively, fruity flavour.  
• Pair it with seasonal foods: Its light body and fresh acidity make it an excellent complement to roasted turkey, creamy cheeses, and pumpkin-based recipes. 
• Discover The Crus: Go beyond Nouveau to discover the region's more structured and age-worthy wines.