Beaujolais Nouveau Tradition Gets An English Revamp

by Deidre Woollard (RSS feed)
Nov 18th 2005 at 3:01PM

Is it the end of an era? ABC News reports that the Beaujolais Nouveau is getting an English makeover. The slogan "It's Beaujolais Nouveau time" has replaced the "Le Beaujolais Nouveau est arrive!" ("Beaujolais Nouveau has arrived!") to celebrate the annual arrival of the young French wine which was shipped around the world last night (as it always is on the third Thursday in November each year). The slogan is part of a $1.17 million campaign to get young winedrinkers excited about the Beaujolais Nouveau. Experts have said this is one of the best vintages in decades. Is the new campaign a way to introduce wine drinkers to the tradition, or a sign of winemakers pandering to the lowest common denominator? We know which side Dr. Vino falls on. It may all be a marketing campaign but I am still off to get mine this afternoon.

Filed under: Wine

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