Third Thursday of November. Each year. “Le Beaujolais Nouveau est Arrivé!”
It has been the celebration of a new season, with sales starting midnight only. It was the idea of a great man: Georges Duboeuf. A great marketing stunt, originated in the 1980s. The result: a global celebration, millions of bottles sold, a great advertising for France!
The Pope of Beaujolais passed away today. He was 86. RIP, Monsieur Duboeuf! Your tradition will continue!