Beaujolais Nouveau makes bigger splash in Japan

Japanese wine importers have purchased 5 percent more Beaujolais Nouveau than last year as the drink's popularity bounces back.

This year's wine went on sale in Japan on Thursday, with retailers hoping sales will be boosted by lower prices - thanks to the strong yen - allied with the increasing use of plastic bottles.

And it helps that this year's wine is reportedly as good as the 2009 version, with a sweet and fruity flavor.

"The number of cases of Beaujolais Nouveau imported peaked at slightly more than 1 million in 2004, but declined after that," Kiyoshi Yokoyama, general manager of the corporate communications department of Mercian Corp., told Relaxnews.

"We think that trend bottomed last year, when only 500,000 cases were imported, and we think that people are more conscious of the product and will again be buying Beaujolais Nouveau," he said.

After proving a success last year - despite some criticism from wine purists - plenty of Beaujolais Nouveau is being poured from plastic bottles.

Importers say their state-of-the-art plastic bottles are just as good as glass ones - plus they help increase sales by making the product cheaper because each bottle is lighter and therefore less expensive to transport from France.

Supermarket chain Aeon Co. is selling 375-millilitre plastic bottles for Y500 (€4.38), while rival chain Seiyu GK has 750-millilitre plastic bottles for Y690 (€6.05).

Thanks to the strength of the yen, importers have been able to knock around Y50 (€0.44) of the price of each bottle.

Glass bottles - including most of the Albert Bichot Beaujolais Nouveau imported by Mercian - are more pricey at around Y2,000 (€17.54) a bottle.

"This drink is most popular in Japan among women aged between 20 and their late 40s, but the arrival of the Beaujolais Nouveau creates a major media stir every year and we are seeing a broader consumer base this year," said Yokoyama.

For the first time, Mercian is importing a rose Beaujolais Nouveau, he added, which he hopes will also prove popular with female drinkers, while the company asked model and actress Moe Oshikiri to design the labels for one of this year's bottles.

JR

 

Life and Style
food + drink
Life and Style
love + sex A new study has revealed the average size - but does that leave men outside the 'normal' range being thought of as 'abnormal'?
News
UK Border Control
i100
Sport
boxing
Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Food & Drink

    Recruitment Genius: Product Advisor - Automotive

    £17000 - £23000 per annum: Recruitment Genius: Due to the consistent growth of...

    Recruitment Genius: Sales Administrator - Automotive

    £18000 - £25000 per annum: Recruitment Genius: An opportunity exists for an ex...

    Recruitment Genius: Renewals Sales Executive - Automotive

    £20000 - £30000 per annum: Recruitment Genius: An opportunity exists for an ou...

    Recruitment Genius: Membership Sales Advisor

    £18000 - £26000 per annum: Recruitment Genius: The fastest growing fitness cha...

    Day In a Page

    Syrian conflict is the world's first 'climate change war', say scientists, but it won't be the last one

    Climate change key in Syrian conflict

    And it will trigger more war in future
    How I outwitted the Gestapo

    How I outwitted the Gestapo

    My life as a Jew in wartime Berlin
    The nation's favourite animal revealed

    The nation's favourite animal revealed

    Women like cuddly creatures whilst men like creepy-crawlies
    Is this the way to get young people to vote?

    Getting young people to vote

    From #VOTESELFISH to Bite the Ballot
    Poldark star Heida Reed: 'I don't think a single bodice gets ripped'

    Poldark star Heida Reed

    'I don't think a single bodice gets ripped'
    The difference between America and Israel? There isn’t one

    The difference between America and Israel? There isn’t one

    Netanyahu knows he can get away with anything in America, says Robert Fisk
    Families clubbing together to build their own affordable accommodation

    Do It Yourself approach to securing a new house

    Community land trusts marking a new trend for taking the initiative away from developers
    Head of WWF UK: We didn’t send Cameron to the Arctic to see green ideas freeze

    David Nussbaum: We didn’t send Cameron to the Arctic to see green ideas freeze

    The head of WWF UK remains sanguine despite the Government’s failure to live up to its pledges on the environment
    Author Kazuo Ishiguro on being inspired by shoot-outs and samurai

    Author Kazuo Ishiguro on being inspired by shoot-outs and samurai

    Set in a mythologised 5th-century Britain, ‘The Buried Giant’ is a strange beast
    With money, corruption and drugs, this monk fears Buddhism in Thailand is a ‘poisoned fruit’

    Money, corruption and drugs

    The monk who fears Buddhism in Thailand is a ‘poisoned fruit’
    America's first slavery museum established at Django Unchained plantation - 150 years after slavery outlawed

    150 years after it was outlawed...

    ... America's first slavery museum is established in Louisiana
    Kelly Clarkson: How I snubbed Simon Cowell and become a Grammy-winning superstar

    Kelly Clarkson: How I snubbed Simon Cowell and become a Grammy-winning superstar

    The first 'American Idol' winner on how she manages to remain her own woman – Jane Austen fascination and all
    Tony Oursler on exploring our uneasy relationship with technology with his new show

    You won't believe your eyes

    Tony Oursler's new show explores our uneasy relationship with technology. He's one of a growing number of artists with that preoccupation
    Ian Herbert: Peter Moores must go. He should never have been brought back to fail again

    Moores must go. He should never have been brought back to fail again

    The England coach leaves players to find solutions - which makes you wonder where he adds value, says Ian Herbert
    War with Isis: Fears that the looming battle for Mosul will unleash 'a million refugees'

    The battle for Mosul will unleash 'a million refugees'

    Aid agencies prepare for vast exodus following planned Iraqi offensive against the Isis-held city, reports Patrick Cockburn