Swansea Embraces Annual Wine Celebration Despite the Cold
A biting north-westerly wind and snow on nearby hills couldn't deter thousands of enthusiastic revellers from filling the streets of Swansea to celebrate Beaujolais Nouveau Day. Dressed in their finest party gowns and sharp suits, the crowds brought vibrant energy to the city, proving that this French wine tradition has become an unmissable local institution.
From Niche Event to Economic Powerhouse
What began as a niche celebration has transformed into a major economic driver for Swansea. Morgan's Hotel served 1,000 Beaujolais dinners across five sittings, with tickets selling out six weeks in advance. Molly Dowrick, Head of Marketing at Morgan's, described the day as 'fabulous' and 'a kind of cult', noting that many businesses use the event to entertain clients while some offices completely close for the day.
The celebration provides a significant boost to the local economy beyond just bars and restaurants. Hairdressers and beauty salons open before dawn to accommodate demand, clothes shops experience increased sales, and taxi drivers remain constantly busy. Andrew 'Duggie' Douglas, manager at Swansea BID, emphasised that Beaujolais Day has become a Swansea institution, offering a holiday-like atmosphere where having a drink at 10 o'clock in the morning becomes socially acceptable.
A Tradition Rooted in Local History
Swansea's love affair with Beaujolais Nouveau is believed to have started at the historic No Sign Wine Bar, once frequented by Swansea's most famous son, Dylan Thomas. The tradition began when former owner and ex-Wales rugby union captain Clem Thomas, who owned a house in France, would bring the new vintage back to Wales.
While the event celebrates French wine, not all participants strictly adhere to drinking Beaujolais. Supermarket workers Laura, 20, and Kelly, 42, confessed to preferring prosecco, with Kelly noting she tried Beaujolais once but found it 'a bit boring'. For many, the day serves as an excuse to dress up, socialise, and enjoy the festive atmosphere rather than specifically sample the wine.
Groups of friends make elaborate preparations for the celebration. Beauty therapist Kirsty, 35, and her seven female friends began their day with makeup at 9am, hair at 10am, and their first drink at 11am. Her friend Gabrielle, 32, revealed they start planning their outfits as early as July, demonstrating the event's significance in their social calendar.
Though the celebration can become messy, with extra emergency services standing by, TikToker Cameron Richards, 26, captured the positive spirit, calling it 'a good representation of our culture' that allows people to unwind and celebrate their city. As the event continues to grow from its modest beginnings, it has firmly established itself as Swansea's fabulous warmup for the Christmas season.
