Beaujolais Nouveau – Thursday 21, Nov, 2024 : Le Beaujolais nouveau est arrivé!

Beaujolais Nouveau Day

Beaujolais Nouveau Day, celebrated on the third Thursday of November each year, is a tradition that marks the release of the first wine from the Beaujolais region in France from that years harvest. This young, vibrant red wine, made from the Gamay grape, is intended to be enjoyed fresh and offers a what I would describe as a fun, fruity light, but still elegant wine that contrasts with more structured, aged wines, from the region. The origins of Beaujolais Nouveau and its connection to the UK tell a tale of marketing, a passion for wine, and the relationship between France, as a wine making country, and England with its pivotal role in the wine industry. For me, its more personal.  My Dad did the Beaujolais run when I was a child every year, I was fascinated to see him arriving home in his ranger rover stacked full of Beaujolais.  And yes, I got to drink some!

The French Connection

The tradition of producing and celebrating Beaujolais Nouveau began in the Beaujolais region, where winemakers would celebrate the end of the harvest season by producing a quick-fermenting wine for local consumption. By the 1950s, the idea of releasing this young wine to a broader market had gained popularity, thanks largely to Georges Duboeuf, a prominent Beaujolais wine producer and marketer. In 1951, French law officially set the release date for Beaujolais Nouveau, allowing winemakers to capitalize on the excitement of unveiling a new vintage shortly after the harvest.

Beaujolais Nouveau Arrives in the UK

Beaujolais Nouveau’s journey to becoming a cultural phenomenon in the UK began in the 1970s. British wine merchants and retailers, looking for ways to create excitement around wine and boost sales during the lull between the summer and Christmas, embraced the concept of Beaujolais Nouveau. The idea of a “race” to bring the wine to market captured the public’s imagination. There were stories of merchants rushing to transport the wine from France to the UK as quickly as possible, using planes, trains, and even hot air balloons to get it to eager customers.

By the 1980s, the tradition had become a social event in the UK. Restaurants, bars, and wine shops hosted parties and tastings to mark the release of the wine, often turning Beaujolais Nouveau Day into a celebration of French wine and culture. London became a hub for these festivities, with enthusiasts anticipating the arrival of the first bottles in the early hours of the morning.

A new generation of wine drinkers has rediscovered the fun and festive nature of the wine, while winemakers have worked to improve its quality. Today, Beaujolais Nouveau Day is still celebrated by those who appreciate its sense of tradition, enjoyment, and the chance to toast the arrival of a new vintage.

From its roots in post-harvest French celebrations to its embrace by British wine lovers, Beaujolais Nouveau Day has become a part of the UK’s wine culture, offering a cheerful reminder of the shared love for wine and festivity.