Lyon (AFP)

Buoyed by good numbers, the Beaujolais has the heart to celebrate this year for its primeur launched on Wednesday evening, even if the Brexit and US taxes raise uncertainties on its export sales.

Since the late 90s, Beaujolais was plunged into a deep questioning. The party, very marketing, around the new Beaujolais, took more.

Today, we no longer speak of a wine with a banana or red fruit taste, the motto is the return to the soil around the gamay, and the upscaling.

"There is a + premiumisation + of Beaujolais thanks to the young customers who did not live the Beaujolais Nouveau of the 80's. They consume without a priori, are very open", analysis Grégory Large, general manager of the merchant Mommessin and member of the communication commission of Inter-Beaujolais.

To seduce, winemakers are now launching into more targeted offers, such as "sulphite-free" or rosé primeur, more sought after by young people than red.

Result, when sales of wine in France are down 2% since January, Beaujolais them an increase of 11%, advance Grégory Large. The wines of Beaujolais, which enjoy a dynamic image, authentic and very good value for money, remain the locomotive. But the whole vineyard takes advantage of this dynamic, even the primeurs which still represent almost a quarter of the production.

In 2018, 22 million bottles of Beaujolais Nouveau were sold, a stable figure. But in value, professionals record an increase of at least 5%, according to Mr. Large.

There remain two uncertainties on the export side. First Brexit. "For now we do not feel it in the numbers," says one to the inter-profession - but deal to follow.

Same thing in the United States where customs taxes on French wines have increased by 25%, because of a dispute with Europe related to the aeronautical sector. Producers, importers and distributors are trying to come to an agreement to ensure that this tax is not passed on to the American consumer, but these short-term solutions will probably not last.

In addition, the inter-profession has chosen this year to launch the primeur in Japan, its number one market outside France which has seen its sales erode.

In addition to Tokyo, the first bottles will be opened as every year in the capital of the vineyard, in Beaujeu, and in Lyon, at the foot of the Saint-Jean cathedral where the barrels will roll before being pierced shortly before midnight Wednesday.

© 2019 AFP