Adverts on 115 London Underground poster sites are promoting the message during the summer.
Images of cartoon elephants and giraffes relaxing with a cold glass of the French wine will appear in two bursts between now and August.
It is the third year the UIVB (the Beaujolais promotional committee) has run the campaign in London in a bid to grab commuters' attention.
The committee said the advertising emphasised its commitment to growing its share of UK wine sales.
According to the UIVB, sales of Beaujolais wines have increased this year, with a 12% jump in multiple grocers [ACNielsen MAT Mar/Apr 2003].
The campaign will be supported by promotions in the major multiples as well as in Majestic and Oddbins.