A History of Beaujolais Day

Beaujolais Nouveau Day is closely tied to the concept of “vin de primeur,” which refers to a wine that is bottled and sold quickly after fermentation, typically within the same year of harvest. This style of wine is characterized by its youthfulness and freshness, and it is meant to be consumed early, often within a few weeks or months of release.

The history of Beaujolais Nouveau and vin de primeur can be traced back to the Beaujolais region in France, which is known for its Gamay grape variety. Winemakers in Beaujolais had a tradition of producing wines that were meant to be enjoyed shortly after the harvest, capturing the vibrant and fruity characteristics of the grape.

The specific tradition of Beaujolais Nouveau as a marketing and cultural phenomenon, however, emerged more recently. The practice of producing and selling Beaujolais Nouveau as a distinct product gained momentum in the mid-20th century.

The modern history of Beaujolais Nouveau Day can be dated back to the 1950s and 1960s when producers in the Beaujolais region started to capitalize on the idea of a young, fresh wine that could be quickly brought to market. The official release date was not standardized until 1985 when the French government established the third Thursday of November as the official release day for Beaujolais Nouveau.

Vin de primeur, in general, extends beyond Beaujolais Nouveau and can be found in other winemaking regions as well. The emphasis on early release captures the spirit of the recently harvested grapes and provides wine enthusiasts with a unique opportunity to taste a snapshot of the current vintage.

The success of Beaujolais Nouveau Day lies not only in the wine itself but also in the marketing and festive atmosphere that surrounds its release. The third Thursday of November has become a global celebration, marked by events, parties, and promotions as wine lovers around the world eagerly anticipate the arrival of the new vintage.

From 12:01am on Beaujolais Day, bottles of wine are opened with great fanfare to celebrate the special occasion.  Beaujolais enthusiasts in various countries – including a noteworthy (but perhaps unlikely) following in Japan and Wales – eagerly await this highlight of the social calendar.  Japan’s Beaujolais consumers have embraced the first release to such a degree that some are known to communally bathe in the wine.

While the roots of vin de primeur and Beaujolais Nouveau can be traced back to traditional winemaking practices in Beaujolais, the specific cultural phenomenon we know today is a more recent development.

The Pope of Beaujolais

Whilst the enjoyment of “vin de primeur” may be a tradition dating back to the 1800s, the success of Beaujolais Nouveau (and more specifically the annual celebration known as Beaujolais Day) can be attributed to a handful of individuals, one of whom came to be known as The Pope of Beaujolais!  

Georges Duboeuf

Monsieur Duboeuf is often referred to as the “Pope of Beaujolais” due to his instrumental role in popularizing Beaujolais Nouveau on a global scale.

Duboeuf was a prominent wine merchant in the Beaujolais region. His innovative marketing strategies, including eye-catching labels and a focus on the celebration of Beaujolais Nouveau Day, helped turn the release of the young wine into a highly anticipated international event. His efforts significantly contributed to the commercial success of Beaujolais Nouveau.

Although the winemakers in the 96 villages of the Beaujolais region are perhaps the other notable protagonists of the Beaujolais Nouveau story, a number of enterprising individuals have certainly helped popularise Beaujolais Day – most often in the form of a race to return the first bottles of Beaujolais Nouveau back to their home country.

The Beaujolais Run

A race from Romanèche, France to The Ritz in London, The Beaujolais Run is perhaps the best known of numerous Beaujolais-related races to have taken place over the years.  Still running today and operated as a charitable endeavour to support The Royal Airforce Benevolent Fund, The Beaujolais Run was initially a private race between British wine merchant and restaurateur Joseph Berkmann and Clement Freud a British politician, writer, and broadcaster.

Envisioned by the pair during a wine-fuelled dinner in Paris, the race reputedly became an event in 1973 after an article in The Sunday Times challenged the journalists of Fleet Street to ‘Bring Back the Beaujolais’.  Over time this inevitably led to the UK becoming a notable export market for Beaujolais Nouveau although the competitive element of the race has since diminished (at least partly due to the participation of some RAF pilots who used a Harrier jet to break all records!).  The Beaujolais Run is a more leisurely affair these days and is described by the organisers as ‘an enjoyable navigational shootout’.

Although not necessarily coordinated, the combined efforts of pioneering individuals from around the world and the Beaujolais region’s winemakers have helped establish the tradition as not only a French cultural event but also an international phenomenon marked by festivities and a collective excitement for the release of the new vintage.

Beaujolais Nouveau in Numbers

1

The number of Beaujolais Nouveau Days each year.  Since 1985 it’s been on the 3rd Thursday of November.  By law!

35,000,000*

The number of Beaujolais Nouveau bottles produced annually.  *varies according to harvest

1/3

Approximately one third of wine produced in the Beaujolais region becomes Beaujolais Nouveau. Varies annually

4

The average number of days for carbonic maceration of the Beaujolais Nouveau

72

The official number of communes in the Beaujolais regional appellation

110

The number of countries to which Beaujolais Nouveau is exported every year