Beaujolais Nouveau marketing magic: a tasting presented by La Confrerie du Raisin D’Or de Sigoules, SW France.

Enjoying fine wine and food in Lyon

Attending wine tastings are a great way of learning about wines, revising one’s knowledge and generally increasing one’s familiarity with the immense breadth of the subject.  And, they can be fun !

Such a tasting event was held on November 21, the traditional third Thursday in November, in Sigoules, SW France to celebrate the launch of 2024 Beaujolais Nouveau.  This event was organized by the Confrerie du Raisin D’Or de Sigoules, of which I am fortunate to be a member.  The event was conducted by the Confrerie President.

Interest in Beaujolais Nouveau tastings has increased over recent years and this has been experienced in the Confrerie Beaujolais Nouveau tastings.   Our host for the event described the evolution of the Beaujolais Nouveau story and here’s an abbreviated version :

In the 1950s, French law officially allowed the early release of Beaujolais  wines.   Not only was the wine released early for consumers but it also injected needed cash flow to the winemakers.   By the 1970s, the third Thursday in November had become the established launch date. This November timing, coinciding with early Holiday Season planning, turned the launch into a festive tradition across France and beyond.

By the 1970s and 1980s, thanks to the marketing genius of Georges Duboeuf—one of the region’s most famous producers—Beaujolais Nouveau exploded into a global event. His exciting campaigns and slogans, famously recognized as “Le Beaujolais Nouveau est arrivé!” (“The Beaujolais Nouveau has arrived!”), captured global attention. Major cities around the world engaged with celebrations, activities, and lots of excitement to deliver the first bottles of that year’s wine to major markets.     This effective marketing has contributed to the magic of Beaujolais Nouveau.    As often the case with overplayed hands, by the early 2000s, with an exaggerated ratio of quantity vs quality the hype diminished.  In more recent years, the interest has again increased as experienced locally at the tastings in Sigoules.

At the Confrerie tasting,  we taste two 2024 Beaujolais Nouveau wines,  that is to say this year’s release and we also tasted Beaujolais Nouveau wines from 2023 to demonstrate the different styles of Beaujolais Nouveau wines : Beaujolais,  Beaujolais Villages and Crus du Beaujolais which are 10 designated areas, four of which are the most well known : Fleurie, Moulin-a-Vent, Morgon and Brouilly.    The Cru du Beaujolais we taste is from Saint-Amour, one of these ten areas.  Additionally, we taste a Beaujolais Blanc and a Beaujolais Rose as well as a ‘look alike’ Beaujolais , Gamaret 2018 made from a different Swiss grape variety

A note about grape varieties :   Beaujolais is made from the Gamay grape not Pinot Noir as is the typical variety in Burgundy.

Gamay characteristics :  a purple coloured grape variety which is an old cultivar, mentioned in the 15th century.   Often cultivated because it produces an abundant quantity of grapes.  It can produce wines of distinction when planted on acidic soils which help soften the grape’s natural acidity.  Key regions are Beaujolais, Loire Valley, Niagara Penninsula, Ontario,  Willamette Valley, Oregan.     It has been known for its harshness hence the importance of the soil type where it is planted.   Gamay wines are typically light and fruity.  They are meant to be drunk after some modest ageing which provides for more body.   In the designated Cru Beaujolais areas (the 10 areas noted) the wines can have the flavour of sour cherries, black pepper and minerals.  The soil of the Beaujolais area is typically granite.

Beaujolais Blanc is made from Chardonnay, the classic white Burgundy grape.

A map is always helpful to place oneself geographically and here is a map from the Wine and Spirits Education Trust showing Beaujolais in the Burgundy area between Dijon and Lyon.   As a personal note and as outlined in my bio, I took my wine training through the Wine and Spirits Education Trust – WSET, delivered by James Cluer Wine Classes.    In 2013, we joined the James Cluer Wine Tour of Champagne and Burgundy and not only enjoyed the wine and food experiences but also some parts of France we had not visited for some time,  in particular  Beaune and Lyon.

Map of Burgundy including Beaujolais

Lyon – gastronomique centre.

The 2024 Beaujolais Nouveau wines we taste were from Château de Corcelles.   Château de Corcelles is a medieval fortress in the centre of the Beaujolais area and was a stronghold in the Middle Ages.  It was partially destroyed in the 15th century.  It’s cellars were built in the 17th century.    It is known for its Beaujolais white, rose and red, Beaujolais Villages and three crus (wines named for a particular area), Brouilly, Morgan and Fleurie which are three of the 10 Beaujolais crus locations.

Château de Corcelles 2024 (12.5%Vol)

Chateau de Corcelles, Beaujolais Gamay, 2024

I find a roughness in this wine which is not unusual given it is a new wine.

Château de Corcelles,  Beaujolais Villages  (Brouilly) Vieilles Vignes 2024 (12.5% Vol)

I enjoy this wine more – there is more richness and more fruitiness.

Chateau de Corcelles, Beaujolais Villages, Gamay. Vieilles Vignes 2024

Saint-Amour, Cru du Beaujolais  2023.(13%Vol)

From one of the 10 crus du Beaujolais,  I find  there is little on the nose but I enjoy the wine and note more purple depth in colour.

Saint-Amour Cru du Beaujolais 2023

 

Saint-Amour Cru du Beaujolais 2023

 

 

 

 

 

 

 

 

 

The Beaujolais Blanc 2023 and Beaujolais Rose 2023 were tasted.

I particularly enjoy the freshness of the Beaujolais Blanc.

Beaujolais Blanc 2023

Overall

I am a fan of Beaujolais wines and frequently choose one when looking for a lighter red wine to serve with a meal.

It is interesting to hear the reactions of the 30 plus people at the tasting event which also includes delicious food items brought by participants for sharing.

The review of the Beaujolais Nouveau story, its marketing and the magic and romanticism of this popular wine together with the opportunity to taste a number of wines created an entertaining and educational event.

Bravo La Confrerie !   Vive le Beaujolais Nouveau

Elizabethsvines

 

References :

WSET map of Burgundy including Beaujolais

Château de Corcelles,   domainesrichard.fr.     An interesting website worth reviewing.

Confrerie du Raisin D’Or de Sigoules :  confrerieduraisindor.com

James Cluer MW, Fine Vintage Ltd.,   Wine Educator and Wine Tours. http://www.finevintageltd.com

 

 

Bergerac Wine Region: South West France – Wine and Pâté pairing

Driving through the Dordogne on a sunny November day highlights the autumn colours of the vines: varying shades of gold, russet and brown which signal the twilight of the wine season for the year.

This day we are driving to Périgueux to attend a gathering of Confréries at the pâté de Périgueux competition.

The winter market in Périgueux November to March and the notice of the pâté competition

The winter market in Périgueux November to March and the notice of the pâté competition

When we arrive the judges are busy tasting the pâtés and forming their opinions. Its tense work and important for the pâté makers of the area.  The results are delivered at a ceremony in the market square later in the morning.

The serious business of judging pâtés in Périgueux

The serious business of judging pâtés in Périgueux

In the meantime, the Confréries,  the local voluntary organizations with historic origins that promote the region and its gastronomic products such as wines, cheeses, pâtés, strawberries  parade through the streets in the old town of Périgueux They are preceded by musicians and folk dancers who entertain people going about their regular shopping in the markets.

Folk dancing in Périgueux

Folk dancing in Périgueux

After the results of the competition are announced in the market square there is a tasting of the pâtés accompanied by white wine.    This is a 2012 Côtes de Bergerac Moelleux from Chateau Court-Les-Mûts.

Chateau Court-Les-Mûts - the white wine served with the pâte

Chateau Court-Les-Mûts – the white wine served with the pâte

We know the red wines from this winemaker but aren’t so familiar with the whites.    The fruit aromas of this lightly sweet wine make it an excellent complement to the pâtés.

After the ceremony in the square, we are fortunate to attend a lunch which highlights the gifts of the terrain including pâté, foie gras, mushrooms and truffles.

My favourite dish was the starter of Pâté de Périgueux en Croûte served warm with a truffle sauce.    The small amount of foie gras in the middle of the pâté was balanced by the pastry and the sauce.

Pâté de Périgueux en Croûte served warm with a truffle sauce

Pâté de Périgueux en Croûte served warm with a truffle sauce

A late harvest Monbazillac wine was on offer.   The late harvest wines are frequently paired with foie gras.   However, this day we enjoyed the Pécharmant red wine:  Domaine de l’Ancienne Cure, Jour de Fruit. A robust, full balanced wine it was a good counterpoint to the richness of the pâté and foie gras.

The Pécharmant AOC area is to the north east of Bergerac.   It is a small area known for iron elements in the terrain.   Only red wines are produced under this AOC.  Predominantly Merlot with Cabernet France and Cabernet Sauvignon, Pécharmant AOC wines are known as robust, well structured and approachable.

This day in Périguex was a tremendous opportunity to participate in a very special French gastronomic event that gave great pleasure to everyone going about their Saturday shopping in this historic town.

Reference:  Chateau Court-Les-Mûts

Domaine de l’Ancienne Cure – Pécharmant AOC

For more information about the Confréries of France recognized by UNESCO in 2011, visit http://www.confreries-france.com