Japan Eats

Boozehound: Beaujolais Nouveau 2009 hits shelves today!

Thanksgiving is just around the corner, and what a nice coincidence that the young wines of Southern Europe have just arrived!

Released on the third Thursday of November every year, French distributors such as the inimitable Georges Deboeuf and Mommessin, Beaujolais Nouveau has been a marketing sensation around the world for a number of years now. Tastings, club parties, and high-priced dinners abound, and it wasn’t too long ago that customers would wait in line to sweep bottles of the fruity red wine off the shelves of their local retailer.

Beaujolais Nouveau on display in a Tokyo convenience store.

Beaujolais Nouveau on display in a Tokyo convenience store.

Such was certainly the case here in Japan, the land of ‘if it’s French, then we naturally understand and will pay through the nose for it‘. During the height of the craze, well over 12 million bottles of the stuff were purchased at an average price of around 2,000 yen (US$20, give or take). That was back in 2004 when the marketing machine had everyone enthused that Japan was among the first to taste these young wines due to a simple advantage afforded by geographical location.

But this is 2009. Less than five million bottles are slated for sale this year, and many of them will be sold in plastic PET bottles (cork or screwtop?). The price has also dropped considerably with supermarket group, Aeon, slashing prices to less than 1,000 yen (around US$10).

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