It’s a tour de force. Beaujolais Nouveau has become the second most famous wine appellation in the world after Champagne. And like every third Thursday in November, this early bird wine will spread freely this November 16, especially abroad.
In fact, almost half of the production (6.5 million bottles in 2022 and almost 9 million in 2021) is sold for export, by plane to arrive on D-day, to more than 100 countries where this young wine continues to enjoy of continued success, unlike in France, where the sales trend is rather downward.
Beyond the recurring debate about the quality of this wine, one thing is certain: it is one of the symbols of France abroad, just like luxury products or perfumes.
Half of the production is exported, mainly to Japan
Japan, in particular, has become the largest importer of Beaujolais Nouveau in just a few years, with 2.3 million bottles in 2022, far ahead of the United States (1.2 million bottles), Canada, the United Kingdom and Switzerland. .
Actually, in the land of the rising sun, when you drink red wine, it is undoubtedly Beaujolais. And for the Japanese it is even a luxury product. Their arrival to the archipelago sometimes causes some excesses, such as the bathing trend in Beaujolais.
How did this wine, sometimes harsh, sometimes characterless, but easy to drink, conquer so many countries?
Beyond the marketing operations carried out by the producers, beyond the influence of certain stars who praise this drink, it is precisely its basic characteristics that would explain its success.
“Your own narrative journey”
“In Beaujolais nothing is fashionable,” adds the prestigious New York Times. “However, for many young wine drinkers raised on a diet of conventional bottles, finding out is perhaps a rewarding next step.”
Perfect for wine neophytes, but also a simple pleasure for aficionados, Beaujolais Nouveau successfully occupies the terrain of conviviality in these countries, far beyond pure oenological pleasure.
But for some Anglo-Saxon experts, Beaujolais should not be limited to its first version. As the American site Tasting Table points out, “Want an elegant French wine? Then look no further than Beaujolais.”
“Although the grape variety may be the source of many glou-glou (translation: easy-drinking) wines, the different interpretations of Beaujolais can be quite complex,” reads the specialized site. A piece of advice: choose the right one…
Source: BFM TV
