Is This The Wine World's Biggest Marketing Triumph?
Do you remember 1990?
There was quite a lot going on.
The biggest art theft in history, still unsolved, happened at the Isabelle Stewart Gardner Museum in Boston. Thieves stole works by Vermeer, Rembrandt, Degas and Manet (amongst others) estimated to be worth over half a billion dollars. Germany was reunited after 45 years of separation, in South Africa, Nelson Mandela was freed, Lech Walesa became the first president of Poland, the Hubble Telescope was launched into space, and Pretty Woman was in the cinemas.
And, on a rainy Monday evening in Manchester (November 12th to be precise), I was playing indoor cricket, when one of my teammates, Brian, invited me to a party.
Nothing significant about that, you’re probably thinking. But the party was on Wednesday, was being thrown by his father, at his shop, and didn’t start until 10.30pm.
I should mention here that Brian’s dad owned my local wine merchants and was, probably, the first “serious” wine drinker that I’d encountered. My libations of choice back then were Robinson’s Bitter and Tequila!
Back to the party. The shop was packed with about 50 people, and at precisely midnight they started counting down as if it were New Year's Eve, but this was all about something else - the arrival of Beaujolais Nouveau.
At one minute past twelve, corks popped, glasses clinked, and the fruity, vibrant wine began flowing freely. It was my first Beaujolais Nouveau Day, and despite my initial scepticism about this 'marketing gimmick', there is no denying the infectious joy of this global wine party.
A Brief History: From Humble Beginnings to Global Phenomenon
Long before it became an international sensation, Beaujolais Nouveau was simply the local harvest wine that vignerons would share with their workers to celebrate the end of picking. Known as 'vin de l'année', it was a way to get a first taste of the vintage and, quite practically, generate some quick cash flow while the region's more serious wines aged.
The modern Beaujolais Nouveau phenomenon really kicked off in the 1950’s when a handful of savvy producers, led by Georges Duboeuf, saw an opportunity. They transformed a local tradition into a race to Paris, with producers competing to be the first to deliver the new vintage to the capital's bistros. By the 1970’s, this race had gone global, and "Le Beaujolais Nouveau est arrivé!" became a worldwide marketing triumph.
The Wine: Understanding the Style
Before we go any further, what's the best glass to drink it from?
Beaujolais Nouveau's high acidity and very low tannin levels, along with its very bright, fresh, red fruit flavours, such as cherry, strawberry, and raspberry means that you want a smaller than usual red wine glass.
Drum roll please........ A Riesling / Zinfandel glass. Also the ideal glass for that other high acid, "best served chilled" red, Chianti.
The Grape and Region
- Made exclusively from Gamay grapes
- Grown in the Beaujolais region, just south of Burgundy
- Primarily from flat vineyards on the plains, not the prestigious Cru sites
- Carbonic maceration, where whole bunches of uncrushed grapes are used in fermentation process, is what gives Beaujolais Nouveau its distinctive fruity character
Typical Characteristics
- Bright purple-pink colour
- Intense fruit-forward aromas
- Flavours of banana, bubble gum, and strawberry
- Light body and low tannins
- Best served slightly chilled (13-15°C)
The Production Process
What makes Beaujolais Nouveau unique is its lightning-fast journey from grape to glass - just 6-8 weeks from harvest to worldwide release. This is achieved through:
- Early Harvest
- Usually late August or early September
- Grapes picked by hand (mandatory in the region)
- Carbonic Maceration
- Whole grape bunches fermented under CO2
- Creates distinctive fruity flavours
- Process takes just 4-5 days
- Quick Bottling
- Minimal aging
- Immediate bottling
- Released on the third Thursday of November
The Celebration
Global Release Day
The release of Beaujolais Nouveau has become one of the wine world's greatest marketing successes, with events including:
- Midnight tasting parties
- Traditional French breakfasts
- Race-themed celebrations
- Global synchronized cork-popping
Regional Traditions
In Beaujolais itself, the celebrations are particularly special:
- Torch-lit parades through vineyards
- Barrel-rolling contests
- Street festivals in Beaujeu (the capital of Beaujolais)
- Fire shows and fireworks
Food Pairings: A Journey From Traditional to Contemporary
One of Beaujolais Nouveau's most charming qualities is its remarkable versatility at the dinner table. While wine snobs might dismiss it as simple, this youthful wine's bright fruit character and gentle structure make it an unexpectedly adaptable dining companion.
The French, naturally, have always known exactly how to serve it.
In the bistros of Lyon, you'll find it paired brilliantly with local charcuterie - the wine's acidity cutting through rich pâtés and terrines like a knife. There's something magical about how its fresh berry notes complement the salt-cured meats, creating that perfect balance that makes you reach for another slice, then another sip, then another slice...
A classic Sunday roast chicken, seasoned simply with herbs and butter, brings out the wine's more subtle characteristics. The gentle gaminess of the bird harmonises beautifully with the wine's fruit-forward nature, while those subtle banana notes from the carbonic maceration add an intriguing layer to each bite.
When it comes to cheese, forget everything you've learned about red wine with cheese. Beaujolais Nouveau's light body and low tannins make it perfect with creamy Brie or Camembert. The wine's youthful exuberance prevents it from being overwhelmed by the rich, buttery cheese.
But here's where it gets interesting - Beaujolais Nouveau has found some surprisingly successful modern matches. Take Korean fried chicken, for instance. The wine's fruit-forward character and light body stand up beautifully to the crispy coating while complementing the sweet-spicy glazes common in Korean cuisine. It's becoming such a popular pairing that some Seoul restaurants now specifically stock up for their November menu.
The wine's versatility extends to other Asian cuisines too. Its light tannins don't clash with spices, while its fruity character can both complement and cool the heat. I've enjoyed it with everything from pad thai to mild butter chicken, though I'd stop short of vindaloo!
Even pizza night gets an upgrade with a bottle of Beaujolais Nouveau. The wine's bright acidity cuts through the cheese, while its fresh fruit notes complement tomato-based sauces perfectly.
A Final Toast
Beaujolais Nouveau isn't about contemplative wine appreciation or collecting impressive bottles. It's about celebration, tradition, and the simple joy of fresh wine.
Yes, it's commercial.
Yes, it's a marketing creation.
And yes, there are more "serious" wines out there.
But in a world that often takes itself too seriously, isn't it wonderful to have a global party celebrating the simple pleasure of young wine?
So, this November, grab some friends, chill that bottle slightly, and join millions worldwide in raising a glass to say, "Le Beaujolais Nouveau est arrivé!"
After all, how many wines have their own international holiday?
Santé!
Top Tip: Buy two bottles - one to drink on release night for tradition's sake, and one to try a week later when the wine has had a chance to settle down a bit. You might be surprised by the difference!