LE BEAUJOLAIS NOUVEAU est arrivé
Harvest ritual turned 70s marketing gimmick by successful Beaujolais merchant Georges Deboeuf. It goes without saying that it was the diminishing quality of wines produced for this now widely anticipated event has led to the words Beaujolais Nouveau being uttered through curled lips.
However Beaujolais was and is at the heart of what we at Lola and many of our peers hope to champion which is quality winemaking without the use of chemicals, just healthy fruit and skill. Much as Beaujolais pioneer of the 80s Jules Chauvet practiced and advocated.
And if Nouveau Day isn't going away, then the growers may as well continue promoting the notion that these properly made primeur wines really are a joy to drink as originally intended – in celebration of a year's harvest!