Beaujolais Nouveau goes on sale at 12:01 a.m.
Beaujolais Nouveau wine went on sale in Japan at 12:01 Thursday morning. In Tokyo, 600 wine enthusiasts gathered Wednesday for a countdown party held by the EU.
The third Thursday in November traditionally marks the official debut of the new season’s Beaujolais around the world, and the Japanese are the first to get a taste of the light red wine because of their time zone.
The bottles are priced between 2,500 and 4,000 yen, but major supermarket AEON is selling the wine in 750-milliliter PET bottles for 500 yen—as part of its one-coin drink campaign.
A spokesman for importer Suntory said that Japan will import about 7.2 million bottles of the wine this year. The record for Japan was 12.5 million bottles sold in 2004.