Beaujolais Nouveau Sales up This Year; U.S. Retailers Bullish on Beaujolais for 2004.

NEW YORK -- Since the first vintage of Georges Duboeuf Beaujolais Nouveau arrived on these shores in 1981, this fresh, fruity first wine of the harvest has quenched the thirst of millions of wine drinkers. Georges Duboeuf Beaujolais Nouveau 2004 arrives on November 18, 2004, but #1 producer Georges Duboeuf and U.S. importer W.J. Deutsch & Sons Ltd. already know that it will be a very good year. The majority of Beaujolais Nouveau is pre-sold--that means that restaurateurs and retailers must order their wine in early October for delivery on November 18. Last year, as news of the phenomenal 2003 vintage spread worldwide and consumers stormed the stores, the more conservative retailers found themselves sold out at the height of the holiday season. This year, it seems that no one wants to leave customers thirsty--U.S. sales of Georges Duboeuf Beaujolais Nouveau are up 7% this year over 2003--just over 200,000 cases--a whopping 2.4 million bottles. Overall, French wine imports were down 13% over the last 12 months, so these positive sales results illustrate Beaujolais Nouveau's strong popularity in a category that is generally trending downwards.

Peter Deutsch, president of W.J. Deutsch & Sons Ltd. who imported the very first case of Beaujolais Nouveau to the U.S., explains its continuing popularity, "Beaujolais Nouveau is a wine of the moment, a here and now 'bon vivant'' who is the perfect party guest. Many charities and civic groups organize special Beaujolais Nouveau tastings and restaurant celebrations have been popular for years, but we also see more and more individuals adding a Beaujolais Nouveau house party to their holiday celebration calendar. It's a great excuse to kick back with friends and it doesn't demand fancy china or a complex menu. As Americans become more and more comfortable with wine, Beaujolais Nouveau sales grow. We've finally given ourselves permission to have fun with wine."

Beaujolais central on the web is www.winewithoutrules.com, an interactive site designed to educate and entertain. In addition to page views featuring Ten Things You Didn't Know About Beaujolais and Ten Ways to Throw the Perfect Party, visitors can find out what restaurants in their area are serving Georges Duboeuf Beaujolais Nouveau 2004 by typing in their zip code (this feature goes live November 1). The site also includes a media room with press releases on the 2004 harvest, streaming video of the harvest in Beaujolais and downloadable images of the region and the wine. The first 500 visitors to the site who correctly answer three questions on Beaujolais Nouveau will win a 2004 Georges Duboeuf Beaujolais Nouveau Baby Tee.

Each year, Georges Duboeuf creates a new label for his new wine. Clad this year in geometric splashes of purple, blue and yellow, this bottle jumps off the shelf. Georges Duboeuf Beaujolais Nouveau is approximately $9.99 via air (starting November 18), and $8.99 when the boat shipments arrive a week to 10 days later.

"2004 will have the qualities that correspond perfectly to what one looks for in a Primeur wine," says Georges Duboeuf. "My Beaujolais Nouveau will be elegant, silky, full and fresh, with the tenderness and marvelous delicateness of a truly pleasurable wine. A wine full of charm and character--a quintessential Primeur."