Every third Thursday in November, wine bars and restaurants from Paris to Tokyo echo with the same phrase: “Le Beaujolais Nouveau est arrivé!” This is the wine made from the latest harvest, barely a few weeks old, yet it has become one of the world’s best-known wine celebrations. At Hotel Družba, we make a tradition of celebrating it, too.
What Is Beaujolais Nouveau?
Beaujolais Nouveau is a young red wine from the Beaujolais region in southern Burgundy, France. It is made exclusively from the Gamay grape, and just six to eight weeks pass between harvest and bottling. While most red wines age for months, sometimes years, Beaujolais Nouveau reaches the market almost immediately.
This also shapes its flavor. It is light, fresh, and distinctly fruity, with notes of red berries. It is meant to be enjoyed young and slightly chilled, making it an approachable choice even for people who don’t usually reach for red wine.
Where the Tradition Came From
Beaujolais was originally a local wine, mostly poured in Lyon’s bistros as a cheap drink once the harvest was in. Until 1951, it couldn’t be sold before December 15. Winemakers in the region fought for an exception and won, but with one condition: the bottles had to be labeled “Nouveau,” meaning new.
That’s how it all started. In the ’70s and ’80s, a local custom turned into a global phenomenon, thanks in large part to some clever marketing. Since 1985, the release date has been locked in as the third Thursday of November, at exactly 12:01 a.m. Until then, not a single cork can be popped anywhere in the world.
Why People Still Love It
A bottle that shows up a week later tastes exactly the same. But it misses the moment. The third Thursday of November is part of the experience, just like the first strawberries of summer. It caps off the winemaking year and gives everyone a reason to get together over a glass. Beaujolais Nouveau isn’t a wine you stash in the cellar for some special occasion. You drink it young, with friends, and that’s the whole point.
“Come taste Beaujolais Nouveau at our Folk Restaurant. We can’t wait to see you!”
Beaujolais Nouveau at Družba
Every year, we join in on this French celebration here at Ski Wellness Residence Družba. Along with the young French wines, you can sample specialties from our chefs, and our staff will be happy to suggest which dishes pair best with each wine. This year, it’s happening in our restaurants from November 19 to 22, 2026. À bientôt, or as we’d say, see you soon!
