Over the weekend, we headed up north to the BBC Good Food and Wine Show in Birmingham. With us, we had 18 wines in tow, including a Rosé and a Blanc, to showcase all that Beaujolais could do- from Cru to Villages. However, we left one style behind: the Nouveau.
Beaujolais has undergone a massive transformation over the past 30 years. Beaujolais was once most commonly known in Britain for its juicy, quaffable Beaujolais Nouveau, released on the third Thursday of November each year. This frivolous, fun and noisy marketing campaign was hugely successful throughout the UK, however it left the Crus behind in the shadows and people in the country seemed to forget altogether just how magnificent a serious Gamay could be. Gamay today has made a serious comeback within the arms of the trade, however there is still a lot of work to be done in re-educating the general public.
Showing people an example of each of the Crus and the diversity of their styles proved a fascinating tasting experience. Speaking to so many first time Cru’ers, we hope that we have created a large collection of converts. Fleurie, Morgon and, to a lesser extent Côte-de-Brouilly and Moulin-à-Vent, had the strongest brand recognition over the weekend and we hope to grow this awareness.
The level of quality that we are seeing from Beaujolais is incredibly exciting and it is still so affordable. It’s a progressive region with so much to offer beyond just Nouveau and its an absolute pleasure to be a part of their growth in the UK.