Chateau du Moulin-a-Vent | The Serious Side of Beaujolais
“When you think of Beaujolais, Beaujolais Nouveau is likely first to come to mind. This simple, light-bodied, uncomplicated quaffer arrives to market with substantial fanfare, produced from grapes that were literally hanging on the vine just three months earlier.
“The King of Beaujolais, Goerges Dubouef, would be proud of such instant recognition, which he is largely credited with creating. It is after all arguably one of the greatest marketing feats known to man, itself a case study in effective marketing that has captivated an often mercurial audience, the wine consumer.
“As a result of the success Beaujolais Nouveau campaign (while the fervor may have subsided a bit, it still sells fairly well), many consumers associated Beaujolais with cheap, uncomplicated wine that was only available during Autumn – when it is rushed to market and quickly consumed.
“But Nouveau actually represents the lowest quality wines from the region, as there are wines with considerably more depth and interest being produced in the bargain Burgundy department that merit your attention. Has this marketing triumph worked against the popularity of the more serious side of Beaujolais? I think so, and it’s time that we get a bit more acquainted with Cru Beaujolais…”
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