The red wine made in the province of Beaujolais, to the north of Lyon, is usually drunk young – within just a few weeks of bottling. Officially Beaujolais of the current year goes on sale on the third Thursday in November. On that day all the stores, cafés and bars have signs declaring “New Beaujolais is here” (“Le Beaujolais nouveau est arrivé”). During the following week Frenchmen will quaff it by the gallon at endless parties and will discuss whether Beaujolais really deserves the title “Best wine” or whether it is just a good marketing ploy for selling fermented wine juice before it turns to vinegar.