WHO’S BEHIND LAEF ?
My name is Gabriel.
I left the world of finance to launch a wine label.
Not an estate. Not a winery.
A label — because what I want to do is tell stories, create a culture.
I come from a family that’s been connected to wine since the late 19th century. I’m the fourth generation.
It’s a legacy I’ve chosen to honour… in my own way.
I don’t have the traditional background. I didn’t go to hospitality school — and that’s my strength.
I taste like a kid. I listen. I feel. I tell stories.
I didn’t want to end up talking about ROI in air-conditioned boardrooms.
I wanted to feel, to create, to be moved.
And above all: to reconcile.
Because what I see in wine today is an absurd war — between old and new, conventional and natural.
I want to bring people together.
To reinvent an industry going through an existential crisis.
And then there’s my grandfather — someone I deeply want to make proud.
A true wine lover, the kind you hardly see anymore.
He taught me to drink wine the way you read poetry.
So yes, Laef is a label — but it’s also a tribute. A way of coming home.
And you know what?
I think he would’ve liked it.