Discovering the diversity of Beaujolais Nouveau over a week, instead of an evening

Monday November 11 2019 by Vitisphere

 Dominique Piron, chairman of Inter Beaujolais: “Young winegrowers now want to put a proper price tag on their wine. So the prices of the finest wines therefore have to head north. We have the potential to sell wines from €7 to €25 a bottle compared to €7 to €9 in the past”. Dominique Piron, chairman of Inter Beaujolais: “Young winegrowers now want to put a proper price tag on their wine. So the prices of the finest wines therefore have to head north. We have the potential to sell wines from €7 to €25 a bottle compared to €7 to €9 in the past”. - Photo credit : Vincent Gobert

Drinking patterns are changing. People are drinking less but better. We are trying to support this trend, especially in wine merchants”, enthused Dominique Piron, chairman of the Beaujolais wine marketing board. “The aim is to demonstrate the diversity over one week of the year – which doesn't mean you can't celebrate!” The strategy for the 2019 vintage of Beaujolais Nouveau, which was outlined by Inter Beaujolais on 7 November in Paris, involves supporting a move upmarket and extending the time people drink Beaujolais by one week, starting on the third Thursday in November. Piron pointed out that young winegrowers “now want to put a proper price tag on their wine. So the prices of the finest wines therefore have to head north. We have the potential to sell wines from €7 to €25 a bottle compared to €7 to €9 in the past”. In addition to wine merchants, selling the wines over an entire week can offer a solution for consumers who buy their wines in super and hypermarkets. One advantage of the “yellow vest” movement a year ago was to reveal that the unrest in no way prevented sales, which continued throughout the following week. Ultimately, sales in France were stable. On a more general level, a total of 22 million bottles are expected to travel around the world within 3 to 4 days after midnight on 21 November, compared with 24 million bottles last year.

 

 

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