The 2012 Beaujolais Nouveau has arrived! Um… anybody?

The Beaujolais Nouveau has arrived! The Japanese are such fans that apparently some of them bathe in it (looks cold). The Chinese are snatching it up. When I lived in Boston, it was quite a big deal in my neighborhood, Beacon Hill.

But in Paris, it’s hard to find anyone paying attention. Even the liquor store has a little handmade sign, not very noticeable. Why not? I asked a French colleague today.

“Because it’s not good wine!” he answered. Of course, he’s from Burgundy.


One Response to “The 2012 Beaujolais Nouveau has arrived! Um… anybody?”

  1. Comment by François Roland | 11/21/12 at 7:40 pm

    Of course it’s not a good wine! And you don’t have to come from Burgundy or whatever the other region of real good wines to know it! :)
    It’s funny how consumers can be gullible and it really seems that with a good ad campaign you can make them eat or drink anything. This “Beaujolais nouveau” thingy is a pure commercial operation making some easy manipulated people drink what every good connoisseur of wine in France call “une piquette” (very low quality wine) just because it’s yelled on every radio or TV waves. The first obvious thing which should make people think twice is that no wine is made to be drunk 2 months after it was produced.

    In short the fact that many French are doing like me and don’t pay the least attention to that bottles of Beaujolais Nouveau that some Parisian restaurants (shoddy brasseries and such) are trying to force on your table around november, is quite reassuring. It just shows that all sense of what is good and tasty have not been completely lost in this country.

Comments are closed