Every year in the fall, on the third Thursday of November, wine producers from the Beaujolais region release the first bottles of the year's harvest as part of the annual "Le Beaujolais Nouveau est arrivé" campaign that began in the 1960s. Alain Fontaine, the owner of Le Mesturet, described the release day as a day of rebirth, despite the challenges faced in recent times. He offered complimentary glasses of Beaujolais outside his restaurant in Paris, where locals enjoyed the wine, even though it is often seen as cheap. Felix, an employee at the French national library, described Beaujolais as a pleasant and affordable wine, though not the most prestigious. Wine producers in France are feeling less optimistic due to the country's expected lowest wine production on record, following damage to vineyards from spring frost, hail, and disease. The farm ministry predicts total production to be 25% below the average of the last five years, with the Burgundy-Beaujolais region experiencing a nearly 50% decrease. Despite the challenging weather conditions and the need for increased manual labor, resulting in a 30% loss of the harvest, winemaker Julien Revillon in Villie-Morgon remains committed to the Beaujolais tradition as a way for people to come together after months of isolation. During challenging times, individuals tend to hold onto customs. Despite being in a war or a pandemic, there is still a desire to celebrate holidays like Christmas and events like the release of Beaujolais Nouveau. Ninety-year-old Parisian Marie-Francoise, who initially thought the new Beaujolais was too acidic, changed her opinion after trying it again. She now believes it is an excellent wine, the best Beaujolais there is. She stated..