“Le Beaujolais Nouveau est arrivé!”

2012 BeaujolaisOddly enough, I happened to be in Paris for the November 15, 2012 release of “Beaujolais Nouveau” & was again in Paris this year on the legally regulated release day/time: the third Thursday of November at midnight.  The event is a world-wide celebration of a red wine from Beaujolais, located in the Burgundy region of France. By law, the annual release of Beaujolais Nouveau is on the third Thursday of November at 12:01 AM.

Reportedly, in the 1950s the makers of the wine were keen to increase the sales of this young vintage – there wasn’t a huge demand due to ageing process of wines.

Beaujolais Nouveau wine isn’t really nouveau/new, since it’s been around since the 19th century.  Targeting Paris to carry the first bottles released in cafés and restaurants, as a marketing tactic, made this event an annual success since then, with the largest importers being Japan, Germany and the U.S.

Which promotional poster do you prefer?

November 21, 2013:

Beaujolais nouveau 2013

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2 thoughts on ““Le Beaujolais Nouveau est arrivé!”

  1. Loved reading about the costume ball and look forward to the pictures! Preferred 2012 poster…

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