While it's mostly marketing and rather gimmicky and the wine often terrible, it is a special day nonetheless. No one really takes it all very seriously except the marketers like Georges du Boeuf and Beaujolais nouveau really is not a good representative of some of the great wines of the Beaujolais. If you have not explored them they are especially wonderful with a cervelas (local sausage) or some other regional food like my favorite Cervelles de Canut.
It's not like we don't have a reason to celebrate this fall so why not pop a few corks of the nouveau with some friends.
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