It began as a subterfuge, in the early 1950’s, with the objective of “beating the system” to get labeled wine ahead of its regulated release date.  In the 50+ years since, it has been successfully monetized, with a sales growth of nearly 8000% (80M+ bottles).  Thanks to extremely clever mass marketing (talk about demand generation) primarily by Georges Duboeuf that has made the annual release of this wine primeur (read, early wine), a frivolous event in itself, an impressive money-making venture.

Yes, I am referring to Beaujolais Nouveau, the annual “early” wine from the Beaujolais region in France, that is technically not to be sold before midnight on the 3rd Thursday each November.

Some interesting things about Beaujolais Nouveau:

• It is made by the process of Carbonic Maceration that keeps it fruity and low in tannins.  Essentially the juice is fermented while still inside the grape that is in turn in a carbon dioxide-rich environment.  Don’t be surprised to see some bubbles when you pour this wine into a glass
• It has the fastest “gait” for a wine from (gamay) grape to glass (G2G) with a decent “glugability” (what I gather is winespeak for how easy it is to drink this wine on a scale of 1-10, with 10 being most easy and favorable to the wine).  This wine can go G2G in less than 6 weeks!
• It is perhaps the closest to a white wine that a red can ever get (clever marketing spin?)
• Served chilled, it is recommended as the “fun” wine that should be gulped rather than sipped (A cynic’s view could be: Gulp it in large quantities so that you can quickly reach an inebriated state where you do not need to worry about taste or sophistication)
• It is technically a primeur and not a noveau. “By French and European rules, a wine released during the period between its harvest and a date in the following spring, is termed primeur. A wine released during the period between its own and the following years harvest, is termed nouveau. Source: intowine“
• Per French law and tradition, the annual primeur is not to be sold anywhere before midnight on the 3rd Thursday each November.  However, don’t be surprised to see bottles stacked up in your neighborhood world market couple of weeks ahead of time.
• It used to be marketed (not sure, if anymore and if so, how) in the US as the perfect chilled table wine for your Thanks Giving Dinner.  Perhaps, messaging is now more through Social Media (as in this blog post).  In the interest of full disclosure, as much as I can wish au contraire I have no connection or affiliation to any winemakers, distributors or retailers of Beaujolais Nouveau.
• It is to be drunk as close to the label date as possible.  Definitely not one for your cellar!

Each year, arrival and availability of this wine begins with the proclamation: Le Beaujolais Nouveau est arrivé!

My own introduction to the nouveau experience was in 2001 over a fondue dinner with friends in Stuttgart, Germany.

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Label for Beaujolais Nouveau 2009 from Georges Duboeuf:

image source: W.J.Deutsch & Sons

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Sources:
Alliance Francaise Brisbane – Beaujolais Nouveau Day
Beaujolais, Alternate Takes
Beaujolais Nouveau: History Behind the Third Thursday in November
Beaujolais Nouveau Wikipedia Entry
Gamay Grape Wikipedia Entry
Glugability Index
thumbshot image: pointsdactu.org

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