Beaujolais Nouveau 2025: Domaine de la Couvette brings freshness, tradition, and commercial spark
Mark your calendars, Thursday, 20 November is Beaujolais Nouveau Day, and Alliance Wine is proud to present the latest release from Domaine de la Couvette, a family-run estate nestled in the rolling hills of southern Beaujolais that has been producing wines since 1870.
Crafted with care by fifth-generation winemaker, Gautier Marion, the 2025 release is a vibrant expression of Gamay, characterised by bright, crunchy red fruit, subtle spice, and earthy undertones, all wrapped in a supple, easy-drinking style that’s perfect lightly chilled.
Domaine de la Couvette from above
Beaujolais Nouveau, a wild past
Beaujolais Nouveau is more than just a wine; it’s a cultural phenomenon. Released annually on the third Thursday of November, what began as a local tradition, a way for producers to celebrate the harvest with a young, vibrant wine, by the 1980s and 1990s, had exploded into a global craze, promoted by extreme marketing campaigns. “Le Beaujolais Nouveau est arrivé!” became a rallying cry from Paris to Tokyo, with races to be the first to uncork bottles around the world, even, famously, in Japanese hot tubs filled with the wine.
But as demand soared, quality dropped. Beaujolais Nouveau became synonymous with industrial winemaking and synthetic flavours. As Tamlyn Currin wrote for jancisrobinson.com, it was “red Blue Nun”, a wine that had lost its soul.
The rise of “New Beaujolais”
Thankfully, the tide has turned, and critics are taking notice. At the Decanter World Wine Awards, Beaujolais wines have begun to win top honours, and soil mapping has brought a Burgundian level of precision to vineyard management.
Producers like Domaine de la Couvette are part of a new wave of winemakers who combine traditional methods with modern sensibilities, elevating Beaujolais from its “bubblegum” past to a wine of real character and terroir.
Another positive shift? Lighter bottles. Many producers, including Domaine de la Couvette, are reducing glass weight to lower their carbon footprint. It’s a small but meaningful step in making wine more sustainable.
A commercial success story
While it may not have returned to the dizzying heights of its heyday, there is growing confidence in the category, and for retailers and restaurants, it serves as a seasonal driver bringing energy and engagement.
At Alliance Wine, sales of our Beaujolais Nouveau from Domaine de la Couvette have grown steadily. This upward trend reflects a renewed interest among consumers, particularly among younger drinkers seeking lighter, lower-alcohol wines that align with modern lifestyles. Most Beaujolais Nouveau wines have an alcohol content of around 12–12.5% ABV. They are food-friendly and perfect for festive occasions, allowing for indulgence without feeling too heavy.
Domaine de la Couvette: A producer with heart
At Domaine de la Couvette, tradition and sustainability go hand in hand. Gautier Marion continues his father Claude’s commitment to organic farming, believing that respect for nature yields the best wines. Their 13 hectares of vines, mainly Gamay, with some Chardonnay and newly planted Pinot Noir, are cultivated with minimal intervention and maximum care. As Gautier Marion puts it, “We don’t go organic to follow a trend… we do it because we care about our land, our vines, and we want to continue to produce good, high-quality wines full of life.”
Gautier Marion in the cellar
The 2025 Beaujolais Nouveau is made using semi-carbonic maceration, fermented with native yeasts in old concrete vats, and aged in the same vessels to preserve freshness. The result? A wine that’s authentic, accessible, and full of life, a true reflection of the domaine’s philosophy.
Celebrate the season
While the days of balloon-riding elephants and swimming pools full of Gamay may be behind us, Beaujolais Nouveau Day remains a vibrant tradition. In France, festivals still mark the midnight release, and around the world, wine lovers gather to toast the new vintage.
Beaujolais Nouveau is not meant to rival the region’s crus or be aged in cellars for decades. It’s meant to be shared, enjoyed, and celebrated. 5
Le Beaujolais Nouveau est arrivé!
There’s still time to pre-order the 2025 release. Contact our sales teams to register your interest. (Deadline: 11am on Friday, 10 October).