Beaujolais Nouveau Day (Thursday 20th November) is being reclaimed by the UK’s independent hospitality sector, and the numbers show it’s more than just a nostalgic nod.

LWC sales of Beaujolais Nouveau have grown by 145% over the past two years, and the growth is being driven not by large pub chains or groups, but by independent venues who are using the wine’s release as a reason to host events, attract footfall, and offer something different in a tough trading climate.

What is Beaujolais Nouveau?

Beaujolais Nouveau is a young, fresh red wine made from the Gamay grape in the Beaujolais region of France. But what makes it unique is its speed – harvested, fermented, bottled, and released all within a matter of weeks. Traditionally launched on the third Thursday of November, it’s the first taste of the year’s vintage, celebrated with parties and events across the world.

In the UK, Beaujolais Nouveau became a cultural phenomenon in the 1980s, with wine lovers and City workers racing to bring the first bottles back from France. But over time, its popularity faded – dismissed as a gimmick or a relic of excess. Now, a new generation of drinkers is rediscovering it, free from the baggage of its past. With its light, fruit-forward style and limited-edition appeal, Beaujolais Nouveau is proving to be an accessible entry point into wine, and a useful tool for venues looking to create memorable, experience-led events.

The strongest uptake has come from hospitality’s Independent Free Trade (IFT) sector, where operators have the flexibility to experiment and respond to local demand. In South Wales, for example, LWC’s Glamorgan depot has seen particularly high demand, reflecting the region’s growing enthusiasm for Nouveau Day as a social occasion.

Frances Bentley, Wine Buyer for LWC, commented:

Independent venues are absolutely driving the resurgence of Beaujolais Nouveau, and they’re using it to create moments that go beyond the glass.

In a climate where operators need clear reasons to bring people through the door, events like Nouveau Day offer a chance to stand out. These venues are agile – they don’t have the constraints of larger chains – so they can move quickly, be creative, and respond to what their customers want. We’re seeing a clear shift toward experience-led hospitality, especially among younger consumers who are curious about wine but want it to feel approachable and fun.

At LWC, we’re closely tracking these trends and working with our customers to help them turn occasions like Nouveau Day into real opportunities – whether that’s through tailored wine lists, event support, or simply helping them tell a great story.

Le beaujolais nouveau est arrivé!