Top Retailers Kick Off Holiday Season With Beaujolais Nouveau Launch
November 21, 2024Beverage alcohol retailers and restaurants nationwide are setting the stage for this year’s holiday season when they showcase the 2024 Beaujolais Nouveau wines beginning today. Beaujolais Nouveau is traditionally launched on the third Thursday of November each year.
More than 10,000 retailers and restaurants from coast to coast are participating in the annual global celebration with variants of Georges Duboeuf Beaujolais Nouveau. Major retailers Whole Foods, Publix, and HEB all have elaborate Beaujolais Nouveau displays rolling out nationally.
The top markets for Georges Duboeuf Beaujolais Nouveau are New York, Florida, California, New Jersey, and Texas. “Significantly, many buyers have upgraded from entry-level Beaujolais Nouveau ($15 a 750-ml.) to higher-quality Beaujolais-Villages Nouveau, resulting in a sales increase of over 10% for the latter,” says Steve Kreps Jr., manager of Napa, California-based importer Quintessential’s luxury portfolio, including Georges Duboeuf.
Overall, Georges Duboeuf’s U.S. volume stood at 150,000 cases last year, according to Impact Databank. In 2023, Georges Duboeuf Beaujolais Nouveau wines increased 5% in volume and in accounts sold, according to Kreps, who notes that “at least half a million consumers enjoyed Nouveau last year.”
This year Duboeuf Beaujolais Nouveau is debuting with a screw cap for the first time. The brand’s Beaujolais Nouveau rosé ($16) will be nationally available again but in limited quantities, while Georges Duboeuf Beaujolais Nouveau Orange ($16) was launched last year and will be available again this year. “Following a strong response last year, we’ve doubled our volume and expanded distribution to most metropolitan areas nationwide,” Kreps says. “The refreshed packaging is designed to attract younger drinkers.”—Kevin Barry
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