The third Thursday of each November marks a very important French holiday – the release of the new vintage of Beaujolais Nouveau wine. The wine itself is pretty low-grade (by French standards) and is typically only consumed by the French that first day and then is shipped out to the rest of the world where they consume it in mass, overpriced quantities.

But that first day is key – it is a day where French people throughout the country come out in droves to celebrate the new wine and drink many a bottle. It is through sheer marketing genius that they even call it a holiday and can even convince French people to get drunk on a Thursday night. And for that I am grateful because for once I’m not the most inebriated person in the bar.

So, three cheers (salut!) for French wine distributors jumping on the marketing bandwagon.