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Bibendum predicts Beaujolais revival

Bibendum Wine is predicting a revival in Beaujolais demand among 25-34 year olds following research to show that Baby Boomers are still drinking the Gamay-based wine.

On the same day that France celebrates the launch of Beaujolais Nouveau, Bibendum has released the results of analysis carried out in conjunction with the Wilson Drinks Report to show that Beaujolais is most popular among the over 55s, but also 25-34 year olds, suggesting that the wine is increasingly appealing to younger drinkers.

According to Bibendum, the analysis suggests that the Baby Boomer generation is still drinking Beaujolais, as these older consumers developed their taste for Beaujolais wines before the ‘Nouveau craze’ of the 1980s when producers began to produce larger quantities of simple Beaujolais styles.

These styles of wine fell out of fashion in the 90s, but as fashions rise and fall, and the memory of the Beaujolais Nouveau heyday is drifting further away, it is not unexpected that a new generation of wine drinkers is discovering the region and liking what it finds, said the UK on-trade wine supplier.

Furthermore, statistics show that Bibendum sold 27% more Beaujolais versus the average bottle of wine over the Christmas period last year, and the supplier is hoping that its Beaujolais range will be one of the biggest sellers this Christmas.

Mark Riley, sales director at Bibendum, said: “Following the ‘Nouveau craze’ of the Eighties, Beaujolais wine developed a negative reputation among consumers who associated Gamay-based wines with the slightly sweet, simple light bodied wines that characterise Beaujolais Nouveau. Beaujolais wine has seemingly been suffering from the backlash ever since. Beaujolais has moved on since then and the quality and value coming from the region is exceptional.”

Continuing, he said, “It is therefore hugely encouraging that consumer interest is on the rise among a generation of consumers who are approaching the category with no preconceptions.”

Nevertheless, Bibendum’s analysis of wine preferences, which was carried out in September this year, showed that Beaujolais is a favourite region for only 6% of wine drinkers.

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