Beaujolais Nouveau make you cringe? It’s now rated as a humdinger that “people want to celebrate every year”

he third Thursday in November sees the annual release of the latest vintage of Beaujolais Nouveau, which tends to suffer from a case of split personality. “On the one hand it’s a traditional, outdated event, but on the other, it’s one of wine’s key events that you want to celebrate every year”, summarises Lucie Vannier, head of still and sparkling wines for French supermarket group Coopérative U.

Beaujolais Nouveau is not just a symbol, it is also a big money spinner – Coopérative U alone sells 550,000 bottles of Beaujolais’ new wines. In the multiple retail sector, the chain accounts for 10% of Nouveau sales for Beaujolais, from a total 5.4 million bottles of red and rosé Beaujolais and Beaujolais Villages sold in France in 2024 according to Circana research. Although volumes are not increasing, they are at least stabilising despite declining sales of red wines.

The retailer is releasing some twenty labels with price tags ranging from €3.50 to €6.95, including three own brands. Coopérative U intends to continue the thrust, “which is important for the wine industry and for consumers”, stresses Vannier, adding that the Nouveau style currently aligns “with the kind of product profiles people are drinking today”.

“Over the past few years, Beaujolais Nouveau sales have declined – they now account for 22% of total Beaujolais sales. But at the same time, what we’re seeing is new vitality in the category with wines reaching higher price points”, explains the Beaujolais wine marketing board InterBeaujolais. Although the French market is defined by declining wine consumption, “consumers are re-engaging with Nouveau wines”, claims the organisation, noting that “they are buying less but better”.