It’s the third Thursday in November, which – depending on who you ask – can only mean one thing: Beaujolais Day.
Traditionally celebrated throughout France with fireworks, music and other festivities, the day marks the arrival of the first bottles of Beaujolais Nouveau wine.
Events are held all over the UK, including Cardiff, to mark the day, but if you travel 40 miles west of the M4 you’ll find that Swansea residents take it very seriously.
“It’s Christmas Day in Swansea,” says Jennifer Parmenter, whose beauty salon The Empire has booked more than 80 clients for Beaujolais Day make-up.
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Is Beaujolais Nouveau making a comeback?
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Swansea leads Beaujolais Day celebrations
She and her company co-founder Aimee Davies said they would open their salon to customers at 0600 GMT on Beaujolais Day, but some had asked to come in even earlier.
“Beaujolais Day is our busiest time of year, we book months in advance,” says Ms Davies.
The salon has installed a special balloon display where customers can take photos after their hair and makeup is done [The Empire]
“We have had to hire an additional make-up artist for the day due to high demand, meaning we have seven make-up artists in total,” Ms Davies added.
“But preparations start weeks earlier, including aesthetics, hair and nail appointments.”
‘It’s crazy’
Mrs Parmenter described Beaujolais Day as “Swansea’s Christmas Day”.
“Customers even asked if we could open earlier [than 06:00]or if they can get their makeup done the night before and sleep upright, it’s crazy.
“There’s a real party atmosphere in the salon, hours before we even end up on Wind Street.”
Kate Bowen, managing director of Morgans Hotel, says Beaujolais is a great way for companies from across the sector to work together [BBC News]
Morgans Hotel in Swansea is known locally for its annual Beaujolais Day events.
Kate Bowen, general manager of the hotel, said 1,000 people would attend on Thursday.
“It is our biggest day in terms of revenue, but the costs of organizing the event itself are increasing every year,” she said.
“It’s a really good day for the team, we’re all working on the event itself. It’s a great day for businesses in Swansea.”
She said it was important to use local caterers to cater the event.
“We use local suppliers including Castell Howell and Au Vodka, it’s also a great way for businesses to network,” she added.
Morgans Hotel in Swansea welcomes 1,000 partygoers on Beaujolais Day [Morgans Hotel]
What is Beaujolais Day?
Beaujolais Nouveau wine gets its name from the Burgundy sub-region of France.
Beaujolais Day marks the arrival of the first bottles of Beaujolais Nouveau, which, according to French law, are released at 12:01 am on the third Thursday of November.
In the 1970s, two wine writers came up with an idea for a race to get the first bottles of Beaujolais Nouveau across the Channel from France to London: the Beaujolais Run.
Beaujolais Nouveau is a red wine produced in the Beaujolais region of France [Getty Images]
To this day, people still take part in the race, which raises millions of pounds for the Royal Airforce Benevolent Fund.
Rob Bellinger, director of the Beaujolais Run, said it was a ‘crazy British tradition’ that required a lot of planning.
“To ensure road safety, competitors transport it via the shortest route instead of in the shortest time,” he said.
According to Mr Bellinger, wine tastes better today than ever because global warming has changed the way wine develops.
“It used to be basically like drinking vinegar,” he said.
BBC Radio Merseyside even took part in the race back in the day [Frank Loughlin/Mirrorpix/Getty Images]
Why is Beaujolais Day so big in Swansea?
Historian Peter Stead told the BBC in 2016 that he believed Beaujolais Day “fit the Swansea spirit of the times”.
“This was a community trying to find its feet as a city – trying to gentrify and intellectualize itself – and Beaujolais Day seemed to capture the spirit of that perfectly,” Mr Stead said.
The city’s No Sign Wine Bar, run by former Wales International Clem Thomas, was one of the first bars to host a Beaujolais Day event in the 1980s.
Mr Thomas’ son Chris said his father would be “absolutely thrilled” to see the event still attracting large crowds.
“In a city like Swansea it’s great to see that it is still such an important social agenda,” he added.
“It was a crucial day for November returns, it was a great excuse to brighten up a gloomy Thursday in November.
“At the time we would receive around £5,000 a week, but returns for Beaujolais could range from £12,000 to £15,000 for that one day.”
‘Plan your trip home’
Inspector Neal Connolly of South Wales Police said last year’s Beaujolais Day in Swansea was “extremely busy” and urged those who went out to “enjoy themselves and do so responsibly”.
“Make sure you have planned your trip home in advance, ideally with a friend or family member,” he added.
