Beverage alcohol retailers and restaurants nationwide are setting the stage for this year’s holiday season when they showcase the 2024 Beaujolais Nouveau wines on Thursday, November 21. Traditionally launched on the third Thursday of November, the wines are attracting younger adult consumers and encouraging trading up trends. “We’re actively engaging retailers, restaurateurs, and consumers through grassroots outreach and authentic messaging that truly resonates,” says Steve Kreps Jr., manager of Napa, California Quintessential’s luxury portfolio, including French import Georges Duboeuf Beaujolais Nouveau. “Retailers and restaurants gearing up to celebrate with an array of festive point-of-sale items, including exclusive branded confetti party poppers shaped like the Nouveau bottle, stylish trucker hats, and chef’s aprons to enhance celebrations.”
More than 10,000 retailers and restaurants from coast to coast are participating in the annual global celebration with variants of Georges Duboeuf Beaujolais Nouveau. Major retailers Whole Foods, Publix, and HEB are all designing elaborate Beaujolais Nouveau displays to be rolled out nationally. “These striking setups aim to celebrate Beaujolais Nouveau while capturing consumer interest in an engaging way,” Kreps says. “Last year, our ‘It Never Gets Old’ social campaign garnered 3 million impressions, successfully attracting a younger demographic of consumers who are new to both Nouveau and the wine category.”
When the Beaujolais Nouveau arrives at France 44 Wines and Spirits in Minneapolis, it is displayed next to other Thanksgiving-centric wines such as rosé, Chenin Blanc, Riesling, and Cru Beaujolais. “Beaujolais Nouveau are never sampled before release, so the only assessment we could give would be based off harvest reports from the region,” says store manager and wine buyer Dustin Harkins.
Harkins notes some Beaujolais Nouveau wines have still not fully recovered from shipping issues stemming from the beginning of the Covid-era. This year, the store is focusing solely on George’s Duboeuf Beaujolais Villages Nouveau ($18 a 750-ml.). “Throughout the years Nouveau from Joseph Drouhin and Jean Paul Brun have been our best sellers, but since the beginning of Covid we have not been able to get many of the Nouveau wines of old,” Harkins says. “Some producers stopped making the wines due to logistical issues with getting the wines here on time.”
The top markets for Georges Duboeuf Beaujolais Nouveau are New York, Florida, California, New Jersey, and Texas. “Our loyal retailers and restaurateurs have continued their support, reflecting trends from previous years,” Kreps says. “Significantly, many buyers have upgraded from entry-level Beaujolais Nouveau ($15 a 750-ml.) to higher-quality Beaujolais Villages, resulting in a sales increase of over 10% for the latter.”
The 2024 harvest for Beaujolais Nouveau and Beaujolais wines experienced early bud-burst in March, followed by a notably rainy spring. “While it created difficulties, it also helped recharge the soil,” Kreps says. “Winegrowers faced issues like smaller yields due to hailstorms, but their dedication and resilience shone through in the final wines. Though the overall quantity is smaller, the quality is exceptional, resulting in fragrant and delicious wines.”
Quintessential, meanwhile, will continue the second year of the brand’s “It Never Gets Old” marketing and public relations campaign. “We’ve created dynamic visuals to use for retail posters, case cards, window decals, and digital and print activations,” Kreps says. “Last year, we garnered an impressive 265 million media impressions. This campaign captures the wine’s essence as the first of the vintage, meant to be enjoyed young, while celebrating the global festivities of Nouveau Day.”
Gen Z and younger millennials will be engaged on Quintessential’s social media platforms through giveaways, partnerships, dynamic content, and targeted advertising. The Instagram campaign, “Like Good Friends, Beaujolais Nouveau Never Gets Old,” will feature three prominent wine influencers hosting their own Georges Duboeuf Nouveau celebrations on Beaujolais Nouveau Day. “This will encourage their followers to participate in the festivities and share their meaningful experiences on their own platforms,” Kreps says.
The FACC (French American Chamber of Commerce) and Alliance Française are continuing to celebrate Beaujolais Nouveau nationwide, drawing hundreds of wine enthusiasts. These events will feature wine tastings, gourmet food pairings, and educational workshops on the wine’s history and production. Bouchon Restaurants, a longtime supporter of Beaujolais Nouveau, will feature a prix-fixe menu to celebrate the occasion at their locations in Yountville, California, Las Vegas, Nevada, and Coral Gables, Florida. Round Rock, Texas will host an outdoor event where guests can enjoy the French wine under stars, accompanied by live jazz music.
In other action, Georges Duboeuf Beaujolais Nouveau is now available for the first time in a screw cap. The Georges Duboeuf Beaujolais Nouveau rosé ($16) will be nationally available again but in limited quantities. Keeping up with wine drinking trends, Georges Duboeuf Beaujolais Nouveau Orange ($16) was launched last year and will be available again this year. “Following a strong response last year, we’ve doubled our volume and expanded distribution to most metropolitan areas nationwide,” Kreps says. “The refreshed packaging is designed to attract younger drinkers and enhance their overall experience.”
Kreps aims to keep building momentum behind Beaujolais Nouveau wines by continuing to introduce younger adults to wine and to encourage trading up. In 2023, Georges Duboeuf Beaujolais Nouveau wines increased 5% in volume and in accounts sold, according to Kreps, noting that “at least half a million consumers enjoyed Nouveau last year.”