Beaujolais Nouveau Day, traditionally celebrated in the French region of Beaujolais, 30 kilometres northeast of Lyon, falls on the third Thursday in November each year. The day marks the first release of Beaujolais nouveau wine and the toast to that year’s harvest.
The celebration has a particular following in Swansea, where former Wales rugby captain Clem Thomas began importing the wine in the 1960s. His No Sign Wine Bar helped establish a tradition in the city, and Swansea residents now treat the day as their own festive occasion. This year, research by Asda shows 73% of Swansea women plan to celebrate.
Across the UK, more than a quarter (28%) of men and women say they will mark the day, showing the event’s growing nationwide popularity.
The research also explored British admiration for France. More than half of Brits say they would choose to be French if they could, nearly six in ten believe the French are classier, and 69% feel the French have a sophistication Brits secretly aspire to. Two-thirds regard French women among the classiest in the world, and 48% rate French men’s accents as the sexiest.
When asked what they love most about France, Brits highlighted croissants (61%), French wine (44%) and French cheese (44%). Other favourites included café culture, crêpes and galettes, Champagne, accents, romance and luxury brands.
Asda is joining the celebrations with a limited-edition Beaujolais Nouveau bottle priced at £7.47.
An Asda spokesperson said: “It’s clear that Britain’s love affair with France shows no signs of cooling. From food and fashion to that irresistible accent, we’re embracing all things Gallic – and Beaujolais Day is the perfect excuse to celebrate in style.”
