Our Story

About Us

Discover the story, values and heritage that shape the identity of Baron Max Wines.

OUR VISION

After completing his Master’s degree in wine in Bordeaux, Maxime Veillet La Vallée journeyed to Malta in 2018 with the ambition of establishing a house devoted to fine wines and the art of exceptional gastronomy.

AN ANCESTRAL ECHO

The name Baron Max arose as an homage to Raoul I de Gaël — companion-in-arms to William the Conqueror, Baron of Gaël in Brittany, and Earl of East Anglia. As a forebear of distinction, his legacy lends the brand both lineage and gravitas. Short, resonant and effortlessly spoken, the name carries the rare virtue of being both memorable and universal — well suited to a house conceived with international horizons from its very inception.

AN ICONIC SYMBOL

The goose emblem derives from the family’s ancient coat of arms, belonging to the tradition of armes parlantes. It recalls the vigilant geese of the Capitol whose cries, as chronicled in antiquity, saved Rome from a Gallic incursion — a lasting symbol of watchfulness, heritage and steadfast continuity.

HUMBLE BEGINNINGS

The first chapter of Baron Max Wines unfolded in Gżira, on Rue d’Argens, with the opening of its inaugural boutique on 16 October 2019 — a modest yet characterful space where the foundations of the house were laid. The ensuing Covid upheaval prompted a relocation to Sliema, where a new boutique once again opened on 16 October, marking the beginning of a strengthened and more ambitious presence.

At the heart of Baron Max Wines lies a clear creed: to stand as a true wine merchant, wholly devoted to seeking out the finest crus. The house continuously forges relationships with artisans, growers and estates whose work embodies authenticity, precision and reverence for their terroirs. Each bottle is selected with discernment, guided by the belief that great wines arise from great hands and noble origins.

Established - 2019

Today, Baron Max Wines pursues both its digital expansion and its local presence with the forthcoming unveiling of an exceptional flagship wine bar — a pioneering establishment we hope shall become the first in a lineage of refined yet spirited venues.

Baron Max Wines now stands as the parent house of two complementary entities: Baron Max Wine Merchant, dedicated to fine-wine retail, and Baron Max Wine Bar, embodying the brand’s vision of a distinguished wine-bar and dining experience.