We went through this last year at the wine shop where I work, and we're
doing it again this year. In my boss's opinion, Beaujolais Nouveau is
the triumph of marketing over common sense. They're good enough light
wines if you're into that sort of thing but not worth the price. He
doesn't like to buy anything that's not either an excellent wine or an
exceptional bargain meaning that we do carry a good selection of wines
in the $10 range for everyday meals.


But then the customers come in demanding Beaujolais Nouveau because
they've heard of it and it is cool. He'd have to get 5 cases of it to
get a good price, and he knows he can't sell 5 cases. He's glad to
special order it, but the folks who want Beaujolais Nouveau aren't
sophisticated enough about wine to special order. They want to treat a
high-end wine shop like Target. We end up doing our best to educate the
public.


--Lia