“Celebrated since 1985, Beaujolais Nouveau had gradually lost some of its allure, especially among the younger generation. However, the industry has taken matters into its own hands to make a comeback among Millennials. The secret: renewing traditions!
While it has managed to withstand the test of time and generations, Beaujolais Nouveau faced a serious setback in the 2000s. Too artificial, too light, too commercial… Too much! Faced with this growing disinterest from the population, the industry has been reenergized in recent years. Its goal: to give new life to this young wine!
A Wine that Has Reinvented Itself
Gone are the aromas of banana and violet candies! The quality of Beaujolais Nouveau has significantly improved thanks to a parcel approach and better technical knowledge. Very fruity, this type of wine is easy to enjoy, even for newcomers like the young generation. In addition to this rise in quality, the industry offers new options such as sulfite-free Beaujolais, rosé primeur, or new orange wine. These novelties are highly favored by the younger generation, less drawn to the famous red Gamay and always in search of original flavors.
Despite a trend toward higher quality, Beaujolais Nouveau remains an inexpensive wine, accessible to all budgets. An important factor for many households hit by rising prices, including students and young adults who have just entered the workforce. Convivial and festive, Beaujolais Nouveau is enjoyed at home or in bars, during gatherings with friends, accompanied by simple and budget-friendly products.
Eco-Responsible Values Appealing to Millennials
Organic or even natural wines… the new generation of Beaujolais winemakers, strongly tied to the terroir, are part of a more responsible dynamic. And Beaujolais Nouveau is no exception, with an increasing number of cuvées bearing an environmental label. A compelling argument for Millennials, who are much more concerned about environmental issues than their elders. They also show a particular interest in the packaging of their products. By offering them eco-responsible pouches to carry or gift their bottle, you’re making a statement!
Revitalizing the brand image of Beaujolais Nouveau also required a radical change in communication. The festive image around Beaujolais Nouveau has been replaced by a trendy name with Anglo-Saxon accents: Nouveau by Beaujolais. Highly connected and unbiased, the younger generation can now enjoy a glass of wine and share their experience on social media.