Can Beaujolais' Gamay survive without alcohol?

Gamay: a grape rooted in pleasure

Picture yourself on a warm summer afternoon in Fleurie. A glass of chilled Gamay in hand, bright ruby in colour, aromas of fresh raspberry and violet drifting from the glass. Light-bodied yet structured, refreshing yet soulful. This is the essence of Beaujolais.

Gamay Noir à Jus Blanc, native to Burgundy and thriving in Beaujolais, is renowned for:

• its fresh red fruit profile (strawberry, cherry, raspberry)
• supple tannins giving softness without heaviness
• lively acidity, making it a perfect food wine

But can these pleasures survive without the one element that has always defined wine – alcohol?

Why remove the alcohol?

A changing world of drinking

In recent years, a quiet revolution has emerged in bars and restaurants worldwide:

• Mindful drinking movements, promoting moderation or abstinence
• Consumers seeking alternatives that don’t compromise taste or social rituals
• A growing dissatisfaction with sodas or juices that lack wine’s complexity

The alcohol-free wine category has long struggled with quality issues, often producing beverages closer to diluted juice than real wine. The challenge is immense: How do you create something that carries the essence of wine – tannins, structure, complexity – without its alcohol?

The Majolia Project: reinventing Gamay

This is the challenge Amir Bechar set out to solve.

Formerly in the banking world, Bechar longed for the ritual and culture of wine without drinking it himself. The idea for Majolia, an alcohol-free wine made from 100% Gamay grapes from Beaujolais, was born from this desire to participate fully in moments of conviviality.

Staying true to Beaujolais

For Bechar, using Gamay was non-negotiable:

“Being from the region, it was obvious to highlight a local grape. Gamay is fresh, fruity, light – exactly what we needed.”

He partnered with vignerons in Villié-Morgon, Lancié, and Régnié-Durette, sourcing wines vinified through traditional methods:

1. Grapes are harvested and fermented like any classic Beaujolais.
2. Wines are aged for six months in concrete tanks to stabilise and integrate flavours.
3. Alcohol is gently removed through vacuum distillation at around 30°C, preserving delicate aromas and the tannic structure often lost at higher temperatures.

Does it taste like wine?

At first glance, Majolia’s bottle looks like any elegant Beaujolais: glass bottle, stylish label, deep ruby liquid. But what about the taste?

According to sommeliers and cavistes who’ve tasted it:

• Tannic grip is present, giving structure and avoiding the “grape juice” feeling.
• Fresh red fruit aromas remain, reminiscent of classic Gamay.
• Slight astringency enhances mouthfeel, creating an experience closer to wine than any juice or soda could.

In short, it retains what Gamay lovers seek: freshness, complexity, elegance – without the effects of alcohol.

Beyond the bottle: what this means for Beaujolais

Innovation within Tradition

While dealcoholised wines are gaining ground in countries like Germany, Spain, and Australia, seeing Beaujolais entering this market is significant. It shows:

• A region willing to innovate while staying rooted in its terroir
• New market opportunities for local growers, diversifying their revenue streams
• A philosophical shift: redefining wine as an experience of place, grape, and craft – not just alcohol

A philosophical question

If a Gamay wine carries the minerality of Morgon’s schist, the fruit of Régnié’s sandy granites, and the elegance of Fleurie’s pink granite slopes – is it not still Gamay, even without alcohol?

Perhaps wine has always been more than what’s in the glass. It is culture, tradition, land, and the human touch that transforms grapes into stories.