Blog | Beaujolais Nouveau, clever marketing tool or a cultural tradition

The 3rd Thursday of November is of course the day of the launch of the Beaujolais Nouveau and like many, I will tonight be sampling a few glasses with my friends and for sure we will all have a word to say on the first wine of the year, the newly squished Gamay!

I would love to have your thoughts on this matter, I would be interested in knowing if you consider that the Beaujolais Nouveau became truly part of the French culture and 'patrimoine' or if it's only in your eyes a very clever marketing operation that since 1951 ships millions of bottles (around 45 million) all over the world.

Is the Beaujolais Nouveau one of the best symbols of our 'societe de consommation' where a product as noble as wine (the very essence of which is to improve and mature with time) could only be made to be consumed and then forgotten immediately?

Did the wine growers in this region find a very clever marketing tool to sell wine that just wouldn't ordinarily cut the mustard? Or is it truly a part of not only the French tradition but a worldwide recognized 'habitude' which every year from Japan to London (or Bath in my case) we love to celebrate?

Or indeed, does it really matter, after all Beaujolais Nouveau certainly does provide an opportunity to get together with friends and celebrate the first wine of the year!

Bottoms up or santé!

Friday, November, 19th at 10.14 by Alex Barrau



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