Beaujolais Wines Captivate U.S. with New Energy

The French wine region launches 'Beaujolais in Motion' campaign to showcase its diverse styles beyond Nouveau

Published on Mar. 2, 2026

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Beaujolais is undergoing a transformation, moving beyond outdated shortcuts and seasonal assumptions, propelled by a new generation of growers who embody a renewed sense of identity and ambition in the United States. In 2026–2027, Inter Beaujolais will launch 'Beaujolais in Motion', a national campaign aimed at reconnecting American trade and media with the full reality of the region: twelve appellations, two iconic grape varieties, and a diverse range of styles that extend far beyond a single moment in November.

Why it matters

Consumers are increasingly seeking freshness, transparency, and versatility in their wines. Beaujolais, with its Gamay and Chardonnay offerings, quietly meets these expectations, providing food-friendly, accessible, terroir-driven, and distinctly contemporary wines that are now being rediscovered by American buyers.

The details

Stretching 55 kilometers north of Lyon, Beaujolais is a tightly defined yet geologically complex vineyard, recognized as a UNESCO Global Geopark. Its twelve appellations, Beaujolais, Beaujolais-Villages, and ten crus, form a layered landscape where Gamay translates soil, altitude, and exposition into distinctly different expressions, from immediate charm to cellar-worthy depth. The 'Beaujolais in Motion' campaign will unfold across the U.S. through a steady, sustained presence, including editorial storytelling, national sampling waves, immersive gatherings, trade education initiatives, and a expanded Beaujolais Month celebration.

  • In 2026–2027, Inter Beaujolais will launch 'Beaujolais in Motion' campaign.
  • November 2026, Beaujolais Month will further expand the narrative, celebrating not only Nouveau, but the entire range of Beaujolais wines.

The players

Inter Beaujolais

The official interprofessional organization representing the wines of the Beaujolais region, including Beaujolais, Beaujolais-Villages and the ten crus.

Olivier Badoureaux

Executive Director of Inter Beaujolais.

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What they’re saying

“The U.S. market is ready to see Beaujolais in its entirety. Our wines are rooted in terroir, but they are also deeply aligned with how Americans drink today - around food, with friends, with curiosity. 'Beaujolais in Motion' reflects that duality: authenticity and modernity moving together.”

— Olivier Badoureaux, Executive Director of Inter Beaujolais (businessinsider.com)

What’s next

In November 2026, Beaujolais Month will further expand the narrative, celebrating not only Nouveau, but the entire range: crus, Beaujolais and Beaujolais-Villages in three colors, across restaurants and retail in New York, New Jersey and beyond.

The takeaway

Beaujolais is evolving beyond its seasonal Nouveau reputation, revealing its true diversity of terroirs, grape varieties, and wine styles that align with contemporary consumer preferences for freshness, transparency, and versatility.