Beaujolais Day, which falls on the third Thursday of November, is a longstanding French tradition celebrating the release of Beaujolais Nouveau wine. This day is marked by festivities across France, including fireworks and music, but in the UK, particularly in Swansea, it has evolved into a major event. Local celebrations in Swansea are especially exuberant, with businesses like The Empire beauty salon and Morgans Hotel preparing extensively to cater to an enthusiastic clientele. Jennifer Parmenter and Aimee Davies of The Empire report an overwhelming demand for appointments, indicating that clients even request exclusive early slots for their makeup sessions. This atmosphere transforms the salon into a lively hub well in advance of the evening festivities on Wind Street, reinforcing how integral Beaujolais Day has become to the local culture.
The hotel Morgans is also a key player in the Swansea Beaujolais Day celebrations. With an anticipated attendance of around 1,000 guests, the event is slated to be their highest revenue-generating day. General manager Kate Bowen emphasizes the collaborative spirit of the event, noting partnerships with local suppliers as an essential element of their preparations. However, as the celebration grows in scale, so too do the costs associated with hosting it, showcasing the balance businesses must maintain between the event’s popularity and financial sustainability.
At its core, Beaujolais Day serves as a celebration of Beaujolais Nouveau, a vibrant red wine produced in the Burgundy sub-region of France. The law stipulates that these wines are released at precisely 00:01 on the third Thursday in November, fostering a sense of anticipation. The “Beaujolais Run,” conceived in the 1970s, exemplifies this excitement as participants race to transport the wine from France to London. This quirky tradition, which raises funds for the Royal Air Force Benevolent Fund, continues to thrive, underscoring the lasting appeal of Beaujolais Nouveau despite the challenges it faced in earlier decades when wine quality was less consistent.
Historically, the celebration of Beaujolais Day in Swansea has been linked to the city’s cultural evolution. Historian Peter Stead suggests that the event captures a spirit of communal growth and gentrification, with early participation dating back to the 1980s at the No Sign Wine Bar. Clem Thomas, a former rugby international, is credited with being one of the pioneers of Beaujolais Day festivities in the area. His son, Chris, reflects on this legacy, noting how the event not only revitalizes November’s social calendar but has also significantly boosted local business revenues historically, indicating that single-day earnings could reach upwards of £15,000.
As Beaujolais Day continues to garner recognition, concerns arise regarding public safety during the celebrations. Last year’s turnout was described as “extremely busy” by Insp Neal Connolly of South Wales Police, who emphasizes the importance of responsible partying. He encourages attendees to plan their journeys home in advance, ideally with a companion. This advice serves to remind revelers that while enjoyment is paramount, safety and consideration must remain equally prominent, ensuring that the day is memorable for all the right reasons.
In summary, Beaujolais Day has transcended its French origins to become a vital part of Swansea’s social calendar, thanks to the combined efforts of local businesses and the community. As excitement builds, both locals and visitors alike partake in the festivities that promote not only the enjoyment of fine wine but also the strengthening of community ties. With extensive preparations underway and high anticipation for this year’s events, Beaujolais Day continues to emphasize the joy of gathering and celebration in the face of the dark winter months, establishing itself as a beloved cultural hallmark of Swansea.