Beaujolais Nouveau!! The Countdown Begins!!!

At one past midnight on the third Thursday of each November, from little villages and towns like Romanèche-Thorins, over a million cases of Beaujolais Nouveau begin their journey through a sleeping France to Paris for immediate shipment to all parts of the world. Banners proclaim the good news: Le Beaujolais Nouveau est arrivé! "The New Beaujolais has arrived!" One of the most frivolous and animated rituals in the wine world has begun.

Beaujolais Nouveau began as a local phenomenon in the local bars, cafes, and bistros of Beaujolais and Lyons. Each fall the new Beaujolais would arrive with much fanfare. In pitchers filled from the growers barrels, wine was drunk by an eager population. It was wine made fast to drink while the better Beaujolais was taking a more leisurely course. Eventually, the government stepped into regulate the sale of all this quickly transported, free-flowing wine.

In 1938 regulations and restrictions were put in place to restrict the where, when, and how of all this carrying on. After the war years, in 1951, these regulations were revoked by the region's governing body, the Union Interprofessional des Vins de Beaujolais (UIVB), and the Beaujolais Nouveau was officially recognized. The official release date was set for November 15th. Beaujolais Nouveau was officially born. By this time, what was just a local tradition had gained so much popularity that the news of it reached Paris. The race was born. It wasn't long thereafter that the word spilled out of France and around the world. In 1985, the date was again changed, this time to the third Thursday of November tying it to a weekend and making the celebration complete. But wherever the new Beaujolais went, importers had to agree not to sell it before midnight on the third Thursday of November.

For more about Beaujolais Nouveau go to Duboeuf's Wine Without Rules website.