Beaujolais Wines Captivating the U.S. with New Energy

Inter Beaujolais launches 'Beaujolais in Motion' campaign to reconnect American trade and media with the full range of the region

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Beaujolais is undergoing a transformation, moving beyond outdated shortcuts and seasonal assumptions, propelled by a new generation of growers who embody a renewed sense of identity and ambition in the United States.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, and Beaujolais quietly meets these expectations. Gamay offers brightness, texture, and immediacy, from vibrant regional Beaujolais and Beaujolais-Villages to structured crus. Beaujolais Blanc, made from Chardonnay, delivers mineral tension and precision, catering to drinkers in search of elegant alternatives that provide great value.

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. The region is also widely celebrated in France as the 'Friendliest Region of France' reflecting its culture of open tables, generous hospitality, and genuine human connection.

  • The 'Beaujolais in Motion' campaign will launch in 2026-2027.
  • Beaujolais Month will be celebrated in November 2026, expanding the narrative beyond just Nouveau.

The players

Inter Beaujolais

The official interprofessional organization representing the wines of the Beaujolais region, including Beaujolais, Beaujolais-Villages and the ten crus. It brings together all winegrowers and producers to promote, protect and develop the region's wines in France and internationally.

Olivier Badoureaux

The 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 (Globe Newswire)

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 not redefining itself; it is revealing its true nature as a region that offers freshness, transparency, and versatility in its wines, aligning with the evolving preferences of today's American wine consumers.