It is the annual autumnal party that wine enthusiasts and fun lovers across the world can’t ignore!
The Beaujolais Nouveau has arrived and nowhere are the celebrations more lively than in Lyon, the French city on the doorstep of the famous wine-producing region.
But as our correspondent Pierre Assémat reports, this year wine producers have decided to launch not one but several new Beaujolais wines.
They are eager to give a boost to the traditional Beaujolais Nouveau whose sales have been declining in recent years, despite the fact that it is highly prized internationally.
Each year, the new batch goes on sale at one minute past midnight on the third Thursday in November.
In Lyon, we found festivities still in full swing nearly 24 hours later and, from those behind the Beaujolais magic, an upbeat message.
“We are present in 45 countries worldwide,” said Jérémy Giroud, General Secretary of the Rhône region’s young farmers.
“The figures are good. We are rather optimistic about the foreign market and at home it is pretty good. It is growing.”
Whatever the sales, France’s Beaujolais Nouveau tradition has made its mark across the planet and, in Japan, wine lovers have even been bathing in the famous tipple!