There's More to Beaujolais Wines than just Beaujolais Nouveau - I

Beaujolais means ‘Nouveau’ to most people outside of France – it is traditionally the first-released wine of the vintage.  It is a young fruity quaff intended as something to drink to mark the end of harvesting and crushing of the year's grape crop.  It has been heavily marketed outside of France such that huge quantities are sold, with parties in restaurants to celebrate the arrival, usually by air, of the wine to overseas markets.  This has been a great success in terms of brand awareness and quantity sold, but has left people with the impression that ‘Nouveau’ is all there is to Beaujolais.  Not true, as we shall see.

In our various descriptions of life of life in Lyon we have often discussed visits to the Beaujolais wine region just north of the city.  Much wine is produced there, mostly red for near-term drinking, so much that it is said here that there are three rivers in Lyon – the Rhone, the Saone, and the Beaujolais.  That being said the Lyonnais have a somewhat ambiguous relationship with Beaujolais.  Many residents do not have a high opinion of Beaujolais wines.  The winemakers of Beaujolais have set out to change that, both by improving their wines and by intensive marketing to the citizens of Lyon.

Typical Poster for the 'Mariage'

One of the more imaginative facets of the marketing campaign has been to ‘marry’ each of the ten premier crus, or grape-growing regions of Beaujolais with each of the nine arrondisements of Lyon and with the Lyon City Hall.  This effort, held yearly, with tastings and exhibits in each location, culminates Saturday in a sort of ‘Beaujolais Fair’, with booths in Place Terreaux near the city hall for each of the ten crus, and other booths devoted to related activities such as how grape vines are grafted, and to tourism in Beaujolais.

One of the booths promoting tourism in Beaujolais

Place Terreaux with all the booths

Brass Band to provide festive music

There was also a brass band, strolling choral group, plenty of wine to taste, and a great sense of conviviality, something the French are very good at.  Admittedly, the weather which had threatened all morning, finally began to rain lightly in the afternoon, and the crowds thinned.  The French definitely do know enough to come in out of the rain!  We followed their example and strolled off to one of our favorite cafes, where we each enjoyed an omelet, with salad, bread, and bien sûr, a bit of Beaujolais.