{"id":10111,"date":"2025-11-19T15:40:59","date_gmt":"2025-11-19T15:40:59","guid":{"rendered":"https:\/\/sommelieredit.com\/?p=10111"},"modified":"2025-11-19T16:33:20","modified_gmt":"2025-11-19T16:33:20","slug":"le-beaujolais-nouveau-est-arrive","status":"publish","type":"post","link":"https:\/\/sommelieredit.com\/pl\/le-beaujolais-nouveau-est-arrive\/","title":{"rendered":"Le Beaujolais Nouveau est arriv\u00e9"},"content":{"rendered":"<h2>The phrase that inspired Georges Duboeuf to launch the legendary annual campaign became a call to action in the lull before Christmas. Adrien Dubouef-Lacome, his grandson, carries on the tradition.<\/h2>\n<p>I remember Beaujolais Nouveau Day vividly\u2014the excitement, the sense of celebration that returned each November. In the 1980s and 90s, my parents\u2019 restaurants in Yorkshire went through pallet loads of the stuff. Customers piled in to laugh, eat well, and drink the new wine, brightening dark November days with a splash of Gamay.<\/p>\n<p>I also recall the thrill of early mornings: loading cases straight from massive French lorries into Transit vans at 5am on a freezing trading estate in Wetherby. Then rushing up the A19 and down the A1 to deliver the freshly bottled vintage to restaurants, where eager customers awaited Beaujolais Nouveau breakfasts and lunches.<\/p>\n<p>Was it genius? Marketing? A sales ruse? Yes\u2014perhaps all of the above. But above all, it was fun. As Georges Duboeuf\u2019s grandson, Adrien Duboeuf-Lacombe, says: \u201cBeaujolais Nouveau is all about the gathering.\u201d<\/p>\n<h3><strong>The Race Begins<\/strong><\/h3>\n<p>The tradition of releasing the latest Beaujolais vintage as <em>nouveau<\/em>\u2014literally \u201cnew\u201d\u2014wine on the third Thursday of November began in France, just weeks after harvest. In the UK, the race to deliver the first bottles to London started in 1970, sparked by a friendly challenge between Joseph Berkmann (Duboeuf\u2019s British importer) and Clement Freud, chef and TV personality.<\/p>\n<p>Soon, the race became a media spectacle. Celebrities joined in, Sir Stirling Moss among them, and even the RAF carried bottles in a Harrier jump jet. Other producers joined the frenzy, but it was Duboeuf who captured the spotlight, waving off trucks from his cellars in Roman\u00e8che-Thorins at midnight each year.<\/p>\n<h3><strong>Carrying the Torch<\/strong><\/h3>\n<p>Today, Adrien Duboeuf-Lacombe continues the tradition at the head of the company. For him, Beaujolais Nouveau is about more than wine\u2014it\u2019s about connection:<\/p>\n<p>\u201cThis event gives people a reason to meet up with colleagues, friends, and family to share a moment. Restaurants, bars, clubs are perfect for just that. Like football, you have a better experience when watching a match at the pub\u2014the feeling of communion is stronger.\u201d<\/p>\n<p>He pays tribute to the pioneers of the Beaujolais race: \u201cBoth men enjoyed bringing people together and celebrating life and nature. It\u2019s not easy to follow in their footsteps, but I strive to continue exporting this unique wine and the spirit that goes with it.\u201d<\/p>\n<h3><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-10185\" src=\"https:\/\/sommelieredit.com\/wp-content\/uploads\/2025\/11\/SE_website-images-8-300x200.png\" alt=\"\" width=\"300\" height=\"200\" srcset=\"https:\/\/sommelieredit.com\/wp-content\/uploads\/2025\/11\/SE_website-images-8-300x200.png 300w, https:\/\/sommelieredit.com\/wp-content\/uploads\/2025\/11\/SE_website-images-8-768x512.png 768w, https:\/\/sommelieredit.com\/wp-content\/uploads\/2025\/11\/SE_website-images-8.png 980w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>The Role of Sommeliers<\/strong><\/h3>\n<p>Restaurants have always been the driving force behind Beaujolais Nouveau. Sommeliers and wine professionals remain key to its success. Adrien explains:<\/p>\n<p>\u201cWe have high respect for sommeliers who work every day for the wine world. Duboeuf\u2019s \u2018Lieux-Dits\u2019 range of Crus Beaujolais expresses the finest terroirs, and sommeliers are essential in explaining these wines in a restaurant setting.\u201d<\/p>\n<p>He also believes Beaujolais Nouveau plays a special role in wine education:<\/p>\n<blockquote><p>\u201cThis celebration is a great way to introduce a new audience to wine with something easy to drink and understand. At the same time, wine aficionados can enjoy a great Gamay without intellectualising it too much\u2014simply enjoying the fruit of the new harvest.\u201d<\/p><\/blockquote>\n<h3><strong>A Tradition That Endures<\/strong><\/h3>\n<p>Though Beaujolais Nouveau Day may not command the same frenzy it once did, the tradition still carries momentum. And today, I\u2019ll be opening a bottle myself\u2014raising a glass to Joseph Berkmann, Georges Duboeuf, George Pagendam (who gave me my first job and sold plenty of Duboeuf\u2019s wine), and of course, to my mum and dad.<\/p>\n<h5 style=\"text-align: center;\"><strong>Salut! Vive le Beaujolais Nouveau!<\/strong><\/h5>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The phrase that inspired Georges Duboeuf to launch the legendary annual campaign became a call to action in the lull before Christmas. Adrien Dubouef-Lacome, his grandson, carries on the tradition.&hellip;<\/p>\n","protected":false},"author":29,"featured_media":10179,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[135,1,264,137],"tags":[707,258,708,706],"class_list":["post-10111","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-drinks","category-sommelier-edit-news","category-producers","category-wine","tag-beaujolais-nouveau","tag-france","tag-gamay","tag-georges-duboeuf","entry","has-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le Beaujolais Nouveau est arriv\u00e9 | Sommelier Edit<\/title>\n<meta name=\"description\" content=\"Charlotte Hey, editor of Sommelier Edit, shares memories of the rush to land bottles of Beaujolais Nouveau wines in the UK\" 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