Beaujolais Nouveau Celebration Takes Over Napa and the San Francisco Bay Area

Beaujolais Nouveau Day is just around the corner but you don’t need to be in France to celebrate. If you’re in California, another fantastic wine country, there’s plenty of events to join in on the fun.

The Napa California region is known for creating some of the best and most popular wines. 

Napa also has had a French influence since the 1970s and it currently hosts 25 French-owned wineries. Despite the French influence, Beaujolais grapes are grown only in France due to terroir (agricultural) requirements, but the official celebration of Beaujolais Nouveau on November 21 will invade Napa and the San Francisco bay turning the area into a party place.

French Beaujolais Nouveau brands are imported to the US and a popular brand in Napa and the San Francisco Bay Area is Georges Duboeuf Beaujolais Nouveau, although there are several other vintners that will be available such as Domaine Dupeuble and Chateau d’Ouilly. The importer of Georges Duboeuf is Napa-based Quintessential who, for the past two years, has promoted the wine with a “It Never Gets Old” marketing campaign that is a playful nod to drinking Beaujolais Nouveau when it is a young wine.  

“This phrase encapsulates the wine’s essence as the first of the vintage, meant to be enjoyed young, while also celebrating the global festivities of Nouveau Day,” said Steve Kreps Jr., Quintessential Luxury Brand Manager. “We’ll enhance the campaign. . . across channels to build meaningful connections with this iconic wine.” 

The tradition of Beaujolais Nouveau has a long history in France’s Beaujolais region. The party started in the early 19th century with a celebration of the Gamay grape harvest. As part of the French tradition of vin de primeur, or early wines released the same year as the harvest, the first wines were sent down the Saône river (sometimes in floating barrels) to the bistros of Lyon and distributed throughout the region for people to enjoy.

It was in 1985 that the Institut National des Appellations d’Origine established the third Thursday of November as a uniform release date. Wine merchants sold the wine worldwide which started the ups and downs of Beaujolais Nouveau’s quality and reputation. Ultimately, the reputation of Beaujolais Nouveau improved as a light, primeur wine to be enjoyed with friends and family in a party setting starting on the official release date. The region also produces better Beaujolais appellation wines such as Beaujolais-Villages, Fleurie, Brouilly and Morgon, but there’s no party requirement around the release of higher quality wines.  

The Bay Area’s large French community and wine enthusiasts has helped keep the celebration tradition of Beaujolais Nouveau alive. Some of the events scheduled in Napa and the SF Bay Area include group parties for sharing aperitifs and even movies. There are also lots of Beaujolais Nouveau tastings at wine stores where bottles can be purchased for home parties.

“Celebrating Beaujolais Nouveau has become quite popular in the Bay Area, particularly over the last decade,” said Mariam Rubalcava, Board Member and Marketing and Development Officer, Alliance Française Silicon Valley. “The region’s strong appreciation for food and wine culture, coupled with the wine’s vibrant, fruity character and its perfect pairing with holiday meals, makes the annual release of Beaujolais Nouveau a natural fit and a highly anticipated event.”

The growing popularity of Beaujolais is driven by several factors according to Cindy Beziat, Community and Events Manager, Alliance Française San Francisco. “There has been a concerted effort among winemakers to improve the quality of their wines which has led to a resurgence of interest in Beaujolais as a serious wine region . . . I think a combination of quality, trend alignment, and effective marketing has contributed to the increased popularity.”

Beaujolais Nouveau is even growing in popularity for the younger population that is drinking less alcohol. According to Kreps Jr., Beaujolais Nouveau is “engaging a whole new demographic of younger consumers that are new to Nouveau or even the wine category in general.”

Rubalcava agrees. “Beaujolais Nouveau, with its minimal aging and focus on fresh, fruit-forward flavors, fits well with the preferences of younger wine drinkers who seek approachable, ‘drink-now’ wines that are fun and festive.”

But it’s still about the party. Jacqueline Widmar Stewart, author of the Hidden Women book series, will be hosting a party with friends including those with Japanese, Italian and Irish heritages. “All of us love lifting a glass together,” Stewart said. “November 21st is the day that grape juice traditionally turns to wine – and that certainly needs to be celebrated. At our party on Saturday the 23rd, we’ll delight in raising high a Nouveau Beaujolais.” 

“Its annual release is not just about the wine and the celebration of the harvest, it’s also about enjoying a moment with friends and family,” said Rubalcava. “For me, it brings back memories of celebrating it back home in Paris. It’s a fun, unpretentious, light, fruity, and easygoing wine. But what truly adds to its enjoyment is the communal aspect, the parties, the tradition, and the toasts with friends. It’s as much about the experience and the shared moments as it is about the wine itself.”

Here are some of the Beaujolais Nouveau events in the Napa and San Francisco Bay Area.

Napa Area Events

• Bouchon Restaurant: Located in Yountville, experience a pre-fixed menu honoring Beaujolais Nouveau. 
• Left Bank Restaurants: Locations in Larkspur and Tiburon will offer special tastings and menu that celebrates Beaujolais Nouveau. 
• K&L Wine Merchants: Enjoy special tastings of Georges Duboeuf Beaujolais Nouveau before purchasing. 

Bay Area Celebrations

• Alliance Française Silicon Valley Ciné-Club: Enjoy a screening of the French film Plein Soleil (Purple Noon) while enjoying Beaujolais Nouveau wine and local French cuisine. 
• Soirée Beaujolais 2024 Alliance Française San Francisco: Held on November 14, this party will offer higher end Beaujolais wines plus cheese, charcuterie, desserts and live music. It’s still a Beaujolais party. 
• Left Bank Restaurants: Locations in San Jose, Menlo Park and Oakland will offer special tastings and menus that highlight Beaujolais Nouveau. 
• Zazie Restaurant: Known for its charming ambiance, Zazie will feature Beaujolais Nouveau selections, providing a cozy spot to enjoy the wine. 
• Amelie Le Bar a Vin: Located in San Francisco, join Beaujolais Night and taste the difference between Nouveau and regular Beaujolais.  

Where to Buy Beaujolais Nouveau

• Beaujolais Nouveau can be purchased at many locations in Napa and the Bay Area including K&L Wine Merchants, Beverages & More, Mollie Stone’s, Bottle Barn, Draeger’s and Wine Impressions. Many of these stores will include wine tastings on November 21.

Let’s get the party started, le Beaujolais Nouveau est arrivé!