History of Beaujolais Nouveau

 

 
The Origins :

As early as the 19th century, the wine-growers and merchants of Beaujolais tended to sell their harvest very early. This commercial practice, somewhat less developed that it is today, continued with a few ups and downs until the start of the Second World War. In those days, the wine finished its fermentation in pièces (216 or 217 litre casks) during its bumpy ride by horse-drawn cart and then barge along the river Saône, until it reached the place of consumption, in this case the bistros of Lyons and the surrounding area, and sometimes, even as far as Paris.

Lyon's third river Beaujolais became Lyons' third river, through an allusion to its popularity and the fact that the wines reached the "Capital of the Gauls" by river.
The Post War period

During this time, wines were released for sale in batches, according to regulations governing each area of production. In 1950, for example, the regulations stated that only 15 % of the total volume of wines produced (about 4.500 hectolitres) could be released for sale in July 1951. Two months before the start of the season, only 40 % of the harvest gad been released.

The decree of September, 8 1951 put an end to this method of release of fine wines, and stated that producers were not authorised to release AOC wines from their cellars until December, 15 1951.

Those responible for wine-growing in regions that produced wine for early consumption decided that the time had come for a distincion to be made for their product. A preferential system for the early release of this wine was set up and endorsed by the decree of November, 9 1951, the date of birth of Primeur wines , with Beaujolais as their standard bearer.
The trade joins force

At the end of the 50s, many co-operative cellars were set up and the average quality of Beaujolais improved tremendously. Later on, an understanding of the process of vinification (traditionally using the whole bunches) meant that wines could be produced to a consistent standard.

These factors all aroused the interest of the local trade, which was to be the true catalyst in the promotion of these young wines. The movement grew rapidly in the sixties, in reponse to the interests of producers, distributors, merchants and retaurant owners alike and culminating in the emergence of that most original wine: Beaujolais Nouveau.

 
Around the world

At the end of the 60s, the trade also ensured Beaujolais Nouveau's penetration abroad, thanks to the long tradition of skilled exporters among the Burgundy wine-growers, who supplemented their range with this new, authentic product.

It was in the last decade that the famous concept: "Le Beaujolais Nouveau est Arrivé" was taken abroad. It has been used widely around the world, being unquestionably one of the most frequently used slogans.

Under this banner, Beaujolais Nouveau made rapid headway in the French-speaking countries of Europe, Switzerland and Belgium, as well as in Great Britain.

In 1985, the release date of Beaujolais Nouveau changed : having traditionally been 15 November, from that year on it would take place on the Third Thursday of November each year . This was simply to avoid the problems which occurred in years when 15 November fell on a Saturday or a Sunday.

From then on, there followed a grand tour of transatlantic countries (the United States and Canada), Germany (currently the largest customer for Beaujolais Nouveau) and the Netherlands.

Beaujolais Nouveau became even more international during the 80s, with its emergence on the Australian market in 1982, then in Japan and Italy in 1985.

In the 90s, Beaujolais Nouveau was launched on Far Eastern markets (South Korea, Thailand and Taiwan). Being light and fruity in style, these wines are the perfect match for the exotic foods enjoyed in these countries.

Since 1995, there has been growing interest in running Beaujolais Nouveau celebrations in the Eastern European Countries like Hungary, Czech Republic and Romania. South America is also becoming a popular export destination, as well as Brazil (in 1997, it was the 12th largest importer).