Georges Duboeuf Tracks Beaujolais Nouveau on Social Media
|For the past 34 years, Georges Duboeuf has done “whatever it takes” to share with the world the tradition of the Beaujolais grape growers, winemakers, families and friends who toast the end of the harvest with the fresh, fruit-forward Beaujolais Nouveau at dinners and parties on the day it is officially released—the third Thursday in November.
Over the years, Georges has taken advantage of the latest technology, be it turbo-charged race cars speeding through the streets of 1980s Paris to super-sonic jets soaring over oceans and continents, to help Beaujolais Nouveau fans everywhere take part in that “third Thursday” custom with the first bottles of each year’s vintage arriving at “welcome” celebrations the world over. This year, “Le Beaujolais Nouveau Est Arrivé” on Thursday, November 17 . . . and for the first time, customers can track the wine’s progress online and over social media.
In the middle of the second decade of the 21st century, Georges (along with his son, Franck) is again utilizing the most modern technology available to please his Beaujolais Nouveau’s legions of fans by engaging them on social media. The wine’s journey, from the day the first Gamay grapes were picked on September 14 through the winemaking process, into their bottles and on their way to markets around the world, has been chronicled for the first time on the wineries’ Facebook page (www.georgesduboeuf.com) so that the trade and consumers can follow their favorite Beaujolais Nouveau as it races to their shelves and into their glasses on Beaujolais Nouveau Day. Also following tradition, once at retail, it’s another race for consumers to secure their bottles before the finite supply allocated to the U.S. is gone.
An engaging video brings viewers into the vineyards for that first day of picking, and leaves them with the wine saying “adieu” to its home on trucks bound for the French port of Calais. It is here that a travel graphic takes over, followed the S.S. Beaujolais Nouveau 2016 across the Atlantic over the past week and into New York.
The wine has just landed and is being loaded onto trucks that have revved their motors and are making their ways across the nation in the race to arrive and unload their precious cargo in time for the many celebrations planned for November 17, from the French Embassy in Washington, DC to a warehouse space in San Francisco that is being transformed into a Beaujolais Village to help make the Beaujolais Nouveau feel at home. Retailers, restaurateurs and consumers can track the progress of their state’s truck via daily updates on the Duboeuf Beaujolais Nouveau convoy, accompanied by a map of the U.S., with a truck for each of the States, moving daily towards their destinations.
The wines’ race against time can be viewed on both the aforementioned Duboeuf Facebook page and the website of Quintessential, exclusive U.S. Importer for Les Vins Georges Duboeuf, headquartered in Napa, CA (www.quintessentialwines.com).