Darin Szilagyi
Executive Editor – Wine X Magazine
Wine X Online Edition
If you’ve ever found yourself sipping a glass of Nouveau Beaujolais and wondering if you’re drinking wine or grape-scented LaCroix, you’re not alone. This annual French marketing stunt—I mean, tradition—once dazzled the world, or at least the part of it easily distracted by bright labels and promises of party wine. But now, as we approach yet another mid-November, there’s a growing sense that the Nouveau Beaujolais craze is on its last legs. And honestly? Good riddance. Let’s pop the cork on this one last time, because the hype train for this wine might finally be pulling into the station for good.
A (Brief and Buzzed) History of Nouveau Beaujolais Day
Nouveau Beaujolais isn’t so much a wine as it is a moment. Officially released on the third Thursday of November, its grand debut has been a decades-long
The 2019 bottles displaying “Joyous Crush” by winning artist Laura Runge.
tradition in France, celebrated with parties, fireworks, and the kind of over-the-top fanfare normally reserved for rock stars or royal weddings. The wine itself—a young, fruity red made from Gamay grapes in the Beaujolais region—was historically made for locals to enjoy right after the harvest. But in the 1950s, Georges Duboeuf, a savvy wine merchant, saw dollar signs in the frothy excitement around this seasonal quaff.
By the 1980s, Duboeuf’s marketing genius had turned Nouveau Beaujolais into an international event, with massive shipments jetting off to Tokyo, New York, and beyond. The wine’s release conveniently aligned with Thanksgiving in the U.S., making it the “official” pairing for turkey and cranberry sauce. Never mind that it’s essentially Welch’s with an ABV—it was festive, it was fun, and people loved the novelty. Or at least they did for a while.
Allow us to share how we really feel……
Why It’s Good That Nouveau Beaujolais Hype Is Finally Fading
Fast forward to today, and the Nouveau Beaujolais frenzy has fizzled. The release still happens, sure, but no one’s losing sleep waiting for the clock to strike midnight. And that’s a good thing. Here are five reasons why we should all raise a glass of literally anything else to toast the decline of this overblown fad.
1. The Wine Isn’t That Great Anyway
Let’s not kid ourselves: Nouveau Beaujolais is the wine equivalent of fast food. It’s rushed to market after just a few weeks of fermentation, which is why it tastes like banana Runts and smells like a fruit salad left out in the sun. Sure, it’s drinkable (if you’re already a bottle deep), but it’s hardly a culinary masterpiece. When was the last time you heard someone describe their dream wine as “light-bodied with aggressive notes of circus peanuts”?
2. Thanksgiving Deserves Better
Pairing Nouveau Beaujolais with Thanksgiving dinner was always more about timing than taste. It’s the wine world’s equivalent of showing up at a potluck with a gas station pie because, hey, it was on your way. Turkey, stuffing, and all the glorious carbs of Thanksgiving deserve a wine with depth and complexity—not something that tastes like it might have been bottled during your commute.
3. The “Fun” Marketing Was Exhausting
Remember those garish posters, the confetti, the faux-European charm that screamed, “This wine is a party!”? It was like being cornered by someone in a beret shouting “Bon appétit!” at you while holding a baguette. Nouveau Beaujolais didn’t just arrive; it announced itself. The decline of this circus act means fewer forced smiles and fewer wine shops pretending to be Parisian bistros for a week in November.
4. It’s a Sustainability Nightmare
Shipping millions of bottles of barely-there wine halfway around the globe every November is not exactly eco-friendly. For a wine that’s supposed to celebrate the harvest, it’s ironic how much carbon it burns to make it to your dinner table. If we’re going to guzzle something seasonal, why not a local vintage that didn’t leave a footprint the size of a French baguette?
5. We Can Finally Focus on Better Beaujolais
Here’s the kicker: real Beaujolais can be amazing. The region produces beautiful, balanced wines from the same Gamay grapes, but with the benefit of actual aging and craftsmanship. Cru Beaujolais—wines from specific villages like Morgon or Fleurie—is leagues above its Nouveau cousin. The death of the Nouveau hype frees up shelf space and mental energy to appreciate the region’s best offerings instead of its most gimmicky.
Let’s Move On (With a Better Bottle)
So, is the Nouveau Beaujolais thing finally over? It’s not dead yet, but it’s definitely on life support—and frankly, we’re not calling for a defibrillator. The wine world is vast and wonderful, full of bottles that deserve the spotlight far more than this overhyped November fling. If you’re feeling nostalgic, go ahead and grab a bottle of Nouveau for old times’ sake. But don’t expect fireworks—or a second glass.
Cheers to moving on! 🍷
