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, this day marks the arrival of the first bottles of Beaujolais Nouveau wine.
Events across the UK, including Cardiff, are held to celebrate the day – but travel 40km west on the M4, and you’ll find that the people of Swansea take it seriously.
“It’s Swansea Christmas Day,” said Jennifer Parmenter, at her Empire beauty salon which has more than 80 clients booked in for Beaujolais Day make-up.
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Is Beaujolais Nouveau making a comeback?
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Swansea lead the teams on Beaujolais Day
She and her business founder Aimee Davies said they would open their salon to customers at 06:00 GMT on Beaujolais Day – but some asked to come in earlier.
“Beaujolais Day is our busiest time of year, we book months in advance,” said Ms Davies.
The salon has installed a special balloon display for clients to have photos after hair and makeup [The Empire]
“We had to hire an extra make up artist to come in on the day due to demand, which means we have seven artists working,” added Ms Davies.
“But preparations started weeks ago, including beauty appointments, hair and nails.”
‘Awesome’
Ms Parmenter described Beaujolais Day as “Swansea Christmas Day”.
“We have asked customers if we can open earlier [than 06:00]or if they manage to do their make up the night before and then go to bed, it sucks.
“There’s a real party in the salon, hours before we end up on Wind Street.”
Kate Bowen, general manager of Morgans Hotel, says Beaujolais is a great way for businesses from all sectors to work together. [BBC News]
The Morgans Hotel in Swansea is known locally for its annual Beaujolais Day events.
Kate Bowen, the hotel’s general manager, said there would be 1,000 people on Thursday.
“It’s our biggest day in terms of revenue, yet the cost of hosting the event itself goes up every year,” she said.
“It’s a great day for the team, we’re all working on the event itself. It’s a great day for Swansea businesses.”
He said using local chefs to cater the event is important.
“We use local suppliers including Castell Howell and Au Vodka, it’s a great way for businesses to connect with them,” he added.
Morgans Hotel in Swansea welcomes 1,000 partygoers on Beaujolais Day [Morgans Hotel]
What is Beaujolais Day?
Beaujolais Nouveau wine got its name from the Burgundy region of France.
Beaujolais Day marks the arrival of the first bottles of Beaujolais Nouveau, released at 00:01 on the third Thursday of November under French law.
In the 1970s, the idea of a race to find the first bottles of Beaujolais Nouveau across the Channel from France to London was conceived by two wine writers – called the Beaujolais Run.
Beaujolais Nouveau is a red wine produced in the Beaujolais region of France [Getty Images]
To this day, people are still participating in this race that raises millions of dollars to support 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 safety on the road, the competitors transport it in a short way and not in a short time,” he said.
Wine tastes better than it used to these days, according to Mr Bellinger, as global warming has changed the way wine is grown.
“In the old days it was like drinking vinegar,” he said.
BBC Radio Merseyside has taken part in the race [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 in with the Swansea zeitgeist”.
“This was a community that was trying to find its feet as a city – that wanted to develop itself and educate itself – and Beaujolais Day seemed to take that breath away,” Mr Stead said.
The city’s No Sign Wine Bar, run by former Wales International Clem Thomas, was one of the first pubs to hold a Beaujolais Day event in the 1980s.
Mr Thomas’ son, Chris, said his father would be “very happy” to see the event still attracting large crowds.
“In a town like Swansea, it’s great to see it’s still such an important social calendar,” he added.
“It was an important day in the November takeover, it was a good excuse to finish the bad Thursday in November.
“At that time we would be taking about £5,000 a week – but taking Beaujolais could be £12,000 to £15,000 in that one day.”
‘Plan your journey home’
Insp Neal Connolly of South Wales Police said last year’s Beaujolais Day in Swansea was “very busy”, and urged those who came out to “enjoy themselves, and do so responsibly”.
“Please make sure you plan your journey home in advance, with a friend or family member,” he added.
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