This year's first shipment of Beaujolais Nouveau wine arrived in Japan from France on Wednesday, ahead of its release on Nov 20.
Despite rising prices in Japan and elsewhere, the suggested retail price per 750-milliliter bottle will be set at 3,256 yen, same as last year's, according to Suntory Holdings Ltd, which imports and distributes the French wine from the region of Beaujolais.
"It features a sweet and rich taste, as this has been a good year blessed with sunshine," a Suntory official said.
The company plans to import a total of about 335,000 liters of the wine, down about 2 percent from the previous year. To cultivate a wider customer base, Suntory eyes reinforcing sales of 375-milliliter bottles, in addition to the popular 750-milliliter type.
"The release is an annual celebration. Beaujolais Nouveau plays an important role in spreading wine culture," said Keiko Yoshio, who is in charge of wine business at Suntory, after a shipment of wine arrived at Tokyo's Haneda airport.
Beaujolais Nouveau is released on the third Thursday of November every year.
Another shipment arrived at Kansai International Airport in Osaka Prefecture on Wednesday morning, and further shipments are expected to reach across the country later.
© KYODO
15 Comments
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NCIS Reruns
Overpriced grape juice.
Lifer
Eighties fad.
Disco Biscuit
Every year since 1974 for G*** sake please do something new, fresh and inventive. All my french friends scratch their heads at this time.
earsay
As drunk by the homeless and poor students in France.
deanzaZZR
You can pick up natural wines in the US any time of the year now.
Negative Nancy
Wow, this came around quick. Has it really been a year?
Time to rethink how we are spending money.
Chico3
Oh boy! Here we go again with the annual French wine. If you like it, great. Everyone has their own tastes. However, there are other great wines around the world, not just France. Costco has some great and affordable wines.
browny1
Classic Photo.
Trying to give importance - white gloves and all - to something, even in the wine world is of little importance.
The promotion was introduced in part decades ago to coincide with the arrival of the seasons just harvested rice - Shinmai.
Shinmai has the attraction of being New, Fresh & Delicious. Many await for the first taste.
Marketing applies the same concept with Beaujolais trying to create a parallel image of Fresh, New and Delicious.
Fresh and New - Yes. Delicious - well not really.
But millions here pay over the top every year, for this "privilege" to indulge in what is simply a commercial ploy - not dissimilar to the Valentines Chocolate campaign, Christmas Eve Romance for couples or even recently the splurge of Halloween.
Unfortunately re Beaujolais, for many it's their first introduction to or only taste of wine.
Not the best way.
Wasabi
Stop buying Beaujolais Nouveau from konbini and you will find many are very good actually.
I enjoy it every years and only buy one from a small producer.
masterblaster
The stuff is disgusting. Fanta is a million times better.
I drink wine. I drink white wine. Why would you drink red wine? it tastes like beef steak. Who wants to drink beef steak?
Speed
I remember when this first became a boom back in the late 80s but why are we continually hearing about this year after year 35+ years later?
HopeSpringsEternal
People have their wine preferences, white vs. red, but it's widely accepted that the 'health' benefits of red wine are superior. However, anyone drinking in excess, more than 2 drinks/per day for men, 1/day for women is damaging their health, no matter how healthy the grapes
nandakandamanda
On a positive note, however…
okinawarides
Despite rising prices in Japan and elsewhere, the suggested retail price per 750-milliliter bottle will be set at 3,256 yen, same as last year's,
No self respecting wine lover would pay that for this BJ kool aid.
SDCA
I'm surprised no one has tried picking up a Welch's grape juice, poured it in a bottle, sealed it with a cork, and tried selling it around this time with the "Beaujolais Nouveau" and a blue/ white/ red label for 1,500 yen.