Oddly enough, I happened to be in Paris for the November 15, 2012 release of “Beaujolais Nouveau” & was again in Paris this year on the legally regulated release day/time: the third Thursday of November at midnight. The event is a world-wide celebration of a red wine from Beaujolais, located in the Burgundy region of France. By law, the annual release of Beaujolais Nouveau is on the third Thursday of November at 12:01 AM.
Reportedly, in the 1950s the makers of the wine were keen to increase the sales of this young vintage – there wasn’t a huge demand due to ageing process of wines.
Beaujolais Nouveau wine isn’t really nouveau/new, since it’s been around since the 19th century. Targeting Paris to carry the first bottles released in cafés and restaurants, as a marketing tactic, made this event an annual success since then, with the largest importers being Japan, Germany and the U.S.
Which promotional poster do you prefer?
November 21, 2013: