October 16, 2002

Nouveau down the drain?

Wine growers in Beaujolais are hoping this year's vintage will be better than 2001, when gallons of Nouveau were dumped because of poor sales. Producers are keeping their thoughts on this year's wine to themselves, but are confident that despite the recent bad weather, it should make the traditional release date of November 21.

This light red, but somewhat raw wine, was first sold in Paris before its reputation and marketing 'hype' spread to UK, creating a market from nothing. But according to Maurice Carroll of wine and travel website, winedrive.com, they will have to think of a new marketing ploy if they want to keep Beaujolais Nouveau's position in the market. "Interest in Nouveau has declined in recent years as availability and consumer choice mushroomed. Perhaps the marketing men and wine experts should spend more time in France and create new plans for future vintages."

Maison Barronat, one the pioneers of Beaujolais Nouveau and included on WineDrive's lists, first promoted its wines in Paris almost fifty years ago. Like other producers, they would not comment on the vintage other than to say this year's harvest was going according to plan with no surprises and they were 'not unhappy' with the results.

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