At one minute after midnight on the third Thursday of November, the cry goes up “Le Beaujolais Nouveau est arrivé!” (luh bow-jo-lay newvoe et ah-ree-vay), which means “The Beaujolais Nouveau is here!” By French law, this is the earliest that the first wine of the harvest of 2011 can be sold. All around the world, corks will pop on the 70,000,000 bottles represented by this primeur (a wine released prior to the spring after its harvest). Sales of Beaujolais have increased 70-fold since the 1960s. This marketing triumph is principally the work of Georges Duboeuf, the chief négociant (a wine merchant who assembles the crops of several growers and bottles them under his own label) in the Beaujolais region of France. But marketing aside, why drink Beaujolais? Because it’s pressed after only three days of fermentation, it’s a red wine that’s almost like a white. It’s light, fun, and terribly French. So join in the fun and raise a glass of Beaujolais Nouveau. Santé!