Inter Beaujolais, the region's trade body, is holding a series of classes for the off-trade across the UK from next month. It hopes to boost the wine knowledge of store managers, who may not have had the chance to attend such classes before.
Inter Beaujolais export manager for Europe and Asia, Aurélie Vabre, said UK retailers suffered from a lack of knowledge about Beaujolais the only red wine that benefits from being served slightly chilled.
"Beaujolais wines are often misrepresented and misunderstood by both consumers and the trade," she said. "Store managers are key intermediaries between consumers and our wines. It is our responsibility to help them know the region and pass on information to customers."