This year's release of the latest Beaujolais nouveau – to be held on the traditional third Thursday of November – will be represented by a beauty queen carrying the title "Mademoiselle Beaujolais Nouveau."
The search for a winning contestant has been launched by Inter Beaujolais, the Beaujolais wine industry body, which is seeking to update its image. However, it’s the public who will get to award the title by voting on the region's Facebook page.
With sales having fallen by 15.2 percent since 2008, the industry has been trying to re-brand Beaujolais nouveau. In 2012, Inter Beaujolais linked up with the elite fashion college Ecole Superieure de la Mode, asking students to develop a new look for the wine. They came up with a shapely muse robed in red, echoing the wine’s color.
In 2013, this icon will come to life with the election of the Beaujolais beauty queen, who will receive a modelling contract and a photo shoot with the Gladys Agency.
To help choose the prize winner, wine lovers can visit the Beaujolais Nouveau Facebook page. Voting is open until June 3. The five most popular candidates will meet a jury of experts who will make the final choice, and the winner’s name will be revealed on June 10.