On the third Thursday of each November, from little villages and towns like Romanèche-Thorins, over a million cases of Beaujolais Nouveau are shipped to all parts of the world.
By the time it is over, over 65 million bottles are distributed around the world. It has become a worldwide race to be the first to serve to this new wine of the harvest.
An expeditious harvest, a rapid fermentation, and a speedy bottling… and all is ready at the midnight hour.
By French law, Beaujolais Nouveau is to be released no earlier than the third Thursday of November.
Beaujolais Nouveau began as a local phenomenon in the local bars, cafes, and bistros of Beaujolais and Lyons. It was wine made fast to drink while the better Beaujolais was taking a more leisurely course.
Wherever the new Beaujolais went, importers had to agree not to sell it before midnight on the third Thursday of November.