This year's Beaujolais Thursday may be marked with a host of trade events - but few of are actually marketing or serving  traditional Beaujolais Nouveau.

Swansea is keen on celebrating "Beaujolais Day", with restaurants being reportedly "booked solid" months in advance according to Jon Moore manager of Mumbles Fine Wine. "The day is seen as a massive celebration in Swansea - it's just that no one drinks the wine," he said. Moore said Mumbles Fine Wine has ordered 12 dozen, but mostly for retail sale. "It's just seen as a big cash cow here, with restaurants making money off the back of it ahead of Christmas, but no one is actually serving Beaujolais Nouveau wines. It's a bit frustrating really."

Other venues marking the day are Alexander Wines, Glasgow, but it has purchased the Beaujolais Nouveau Village rather than the standard style, as it is considered a "hard sell". While in London, Quo Vadis is celebrating alongside wine personality WineChap with a Beaujolais breakfast serving Cru Beaujolais and merchant Bordeaux Index is instead celebrating the region and running an offer on JP Brun’s 2010s.

Patrick Jouan, managing director at Sheffield based Le Bon Vin, said its sales for Beaujolais Nouveau day (November 15) are up 20% up on last year with most of his being pre-sold to local restaurants and online, buts added that 90% of the population aren't "bothered". "We import Château Pizay, which is a quality Beajolais Nouveau and not cheap and nasty like many have the reputation for being. No one is interested in the race element anymore. But there are still some customers that just enjoy it for what it is; a light easy drinking aperitif that's not to be taken too seriously."

Chris Piper, chairman, Christopher Piper Wines said it has an "extremely active market" for Beaujolais Nouveau wines in the South-West of England.

Piper said: "This year's wine is really quite good and the few people who import Beaujolais (or Beaujolais-Villages) Nouveau in to the UK, deal with top estates in the region who have made some really interesting wines. These would include André Collonge at Lancié (Thorman Hunt & Co. Ltd), Vincent Lacondemine & Philippe Deschamps - both based in Beaujeu (Nick Dobson Wines) and of course, our very own Château de Grandmont."

He added: "The 2012 Beaujolais vintage, as with most European regions, was about 35% down on the norm and this saw domaines, like those listed here, not producing more than 25hl/ha. This reduction in yield, albeit in a difficult vintage, has resulted in some concentrated and yet very drinkable (gouleyant) wines."

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