Beaujolais on the Move

White wine strategy, Lyon revival and export focus: the interprofessional body accelerates in a changing wine market.

At Wine Paris on 11 February 2026, Inter Beaujolais set out a clear roadmap: turning market uncertainty into strategic momentum. Amid structural decline in wine consumption, particularly reds, and ongoing geopolitical tensions, the region is building on its core strengths. Conviviality, freshness, clarity of the Gamay grape, premiumisation and the development of Beaujolais Blancs form the backbone of an action plan launched in 2020 and now fully operational.

A Strong Identity, A Clear Positioning

Beaujolais embraces its DNA. Its light, fruit-driven reds are not a passing trend but the historic expression of Gamay across a mosaic of terroirs. In an era of evolving consumption habits, these accessible, vibrant wines meet contemporary expectations. Quality improvements, widely acknowledged by international critics, confirm the region’s repositioning within the quality–price–pleasure segment.

Wine tourism also plays a strategic role. Recognised as a UNESCO Global Geopark, the region leverages its rolling hills and proximity to Lyon to strengthen its appeal.

Beaujolais Blancs: A Structural Ambition

Though still representing around 4% of total production, Beaujolais Blancs made from Chardonnay are expanding rapidly, with volumes up 58% over ten vintages and vineyard area nearly doubled. The objective is not to replace reds but to reach critical mass and secure lasting recognition. Production restructuring, technical precision and targeted communication form the three pillars of this strategy.

Lyon: A Natural Market Reclaimed

Located less than 30 kilometres from the vineyards, Lyon is once again central to the strategy. Two flagship events in 2026 – the BtoBeaujolais trade fair and the Gamay Days consumer festival – underline this renewed focus.

Export as a Driver of Image and Value

Thirty percent of volumes are exported to 150 countries. The United States remains the leading market, followed by the United Kingdom, Japan and Canada. Beyond volume, the strategy focuses on education, premium positioning and engagement with key trade influencers.

Supported by a strong technical and research structure, Beaujolais continues to invest in climate adaptation and innovation. In a shifting global wine landscape, the region aims to reaffirm its leadership in accessible, convivial and contemporary wines while consolidating its move upmarket.