Le Beaujolais Nouveau Est Passe

”’MADE early, drunk early, pissed early – paid early.”

Not the kind of slogan you would immediately associate with one of the world’s most famous wines, we think you’ll agree. But that is the local saying in Beaujolais.

”It’ll make a decent paint stripper”

The local wine has never been regarded by the French (and readers of Anorak) as anything other than a liquid with which to quench one’s thirst.

But for some reason, vulgar Brits decided that there was some kudos attached to getting their hands on the first bottles of the new vintage, and the marvellous ”Beaujoulais run” began, with all kinds of wonderful characters setting off for France in vintage cars and hot air balloons.

It was all good business for the local producers, of course, and signs appeared in supermarkets saying ”Le Beaujolais Nouveau est arrivé!”

Now those days are over. Tastes have changed and the Telegraph reports that 13 million unsold bottles of the stuff have been turned to vinegar or pure alcohol.

The problem is obviously the fussy asylum seekers, who refuse to touch the stuff.

Unless the Scots can be persuaded to forgo the delights of their traditional tipple, there seems little future for this once-famous region.

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Posted: 9th, September 2002 | In: Broadsheets Comment | TrackBack | Permalink