On the third Thursday of November, when the clock hits midnight, people in all the villages and towns of the Beaujolais region in France uncork barrels and bottles with young wine. "Le Beaujolais Nouveau est arrive!" (The New Beaujolais has arrived!) – are the greeting words of people to one of the most lively and fun French holidays – Beaujolais Nouveau.
The tradition appeared not so long ago, in the middle of the XX Century. Of course, Beaujolais has been served at peasant holidays for ages, particularly during celebration of the end of harvests, but such type of holidays always had a purely local character. Besides, the wine made from Gamay grapes, produced in the Beaujolais region, yields in qualitative characteristics to famous French wines produced in Bordeaux and Burgundy. Nevertheless, Gamay grapes ripen much sooner and has a very rich taste and aroma at a relatively young age.
After considering the above circumstances, winemakers from Beaujolais, and first of all George Duboeuf, the founder of the famous wine house, launched a marketing campaign to promote the young wine from the region. As a result of their passionate efforts every third Thursday of November is a day when Beaujolais officially goes on sale, as well as a national and international holiday of young wine.
On the days preceding the holiday millions of wine bottles are shipped from Beaujolais to Paris and other cities around the world. On Thursday the tastings of Beaujolais Nouveau are held in all the French wine stores and bars. Restaurants and bistros organize contests and a multitude of entertainment events. However, the most interesting and colorful event takes place somewhat earlier, during the night between Wednesday and Thursday, in Beaujolais, where the winemakers live. The city streets are filled with people carrying torches, dressed in costumes they organize parades, fireworks, concerts, and dances. And, of course, the young wine pours generously – Beaujolais Nouveau.
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