by Ned Goodwin
Although official import figures are yet to be released, Beaujolais Nouveau in Japan was a more short-lived affair than usual. Clearly, imports are down and there is less hype, according to Reuters. It could be said
that the Nouveau fete resembled Europe and a few days of celebratory swilling, rather than the traditional Japanese fanfare that carried on for weeks.
Although public bathhouses pander for customers with Beaujolais hot tubs, and gimmicks such as fish-flavoured Beaujolais and the new Nouveau rosé abound, anecdotal evidence suggests that fewer restaurants poured the wine by the glass.
One of Tokyo`s largest restaurant groups, Global Dining, offered the new wine in only a few of its more than 60 outlets outlets.
Sommelier Takahiro Sugimoto suggests that sending Japan 400,000 bottles of Nouveau Rosé, the first rosé produced in the history of the wine, were in vain. After all, he notes, rosé is not the fashionable tipple in Japan that it has become in the UK and elsewhere.
