Jean-Philippe Lefebvre: A Pioneer of Wine in Quebec

Through réZin, Jean-Philippe Lefebvre didn’t just build an import agency — he helped shape a new vision of wine in Quebec. A pioneer of natural wines, an insatiably curious spirit, an explorer of forgotten grape varieties and innovative ventures, he has always been driven by the same conviction: wine is, above all, a medium for bringing people together and telling stories.

A Journey Forged by Curiosity

Born in Laval — a place he jokingly prefers to “keep quiet about,” as he says with a smile — Jean-Philippe Lefebvre discovered the magic of wine at an early age, through family osmosis. An amateur winemaker uncle, passionate friends, and a solo trip to France at the age of 15: all these sparks ignited a consuming passion. Determined to make wine his profession, he set his sights on the ITHQ, where he earned a diploma in hotel management in 1989, alongside none other than Martin Picard.

Through a range of experiences — in the kitchen, in service, and in sommelier roles — his love of wine became more focused. At Le Bistro à Champlain in Sainte-Marguerite-du-Lac-Masson, in the Laurentians, he sharpened his senses and developed his instincts. It was through encounters with great wines from the Jura and Burgundy that his approach took shape: wine should be alive, sincere, and capable of moving people without artifice.

As he met more people, he discovered forgotten practices, ancestral grape varieties, and rebellious winemakers. In Charleroi, amid the generous atmosphere of impromptu tastings, he deepened his understanding of wine as a vehicle for culture and human connection.

The Birth of réZin: Defending Authenticity Against All Odds

In 1995, together with Éric Beaudoin, Jean-Philippe Lefebvre founded réZin. The vision was both clear and ambitious: to import distinctive, artisanal, and unpretentious wines at a time when the Quebec market was still dominated by classic, standardized offerings.

At the time, championing natural wine was an act of faith. But Jean-Philippe believed in this emerging movement, which he had witnessed take root in Beaujolais with pioneers like Jean Foillard, Marcel Lapierre, and Yvon Métras, and even felt the tremors of in California through the singular zinfandels of SKY Vineyards.

Through réZin, he introduced Quebec to a new wine aesthetic: terroir-driven Beaujolais, little-known grape varieties like Hungary’s kadarka, Chile’s país, or France’s abouriou, and Californian wines from small producers — a far cry from the rich, sugary image of California wines in the 1990s. It was a risky bet, but it resonated with curious sommeliers and restaurateurs hungry for new sensations.

Early on, réZin made a visual mark with the creation of its iconic orange dot — a foundational element launched in the early 2000s, well before the SAQ introduced its own flavor-coded tags. This distinctive visual marker, placed on bottles in SAQ stores, acted as a seal of trust: it helped consumers make informed choices, even without wine expertise.

Beyond the visual identity, réZin also played a facilitative role in the wine world. The agency filtered, explained, and made rigorously selected products accessible — wines aligned with its core values: quality, environmental respect, and a human touch.

Constant Innovation: The DNA of réZin

If one word could sum up Jean-Philippe Lefebvre, it would be “movement.” Never content to rest on his laurels, he has always sought to innovate — often ahead of his time.

réZin is more than just an importer: it’s a true laboratory of ideas. Under Jean-Philippe Lefebvre’s leadership, the agency has launched a range of forward-thinking initiatives:

• Early on, réZin broke new ground by offering quality wines in low-carbon formats. With C’est dans le Sac, a carefully selected organic wine, the agency shattered preconceptions: yes, wine in a bag can be good.

• The agency also explored the local bottling of certain wines — a promising approach to reducing the environmental impact of transportation.

• It developed the Esprit réZin division, dedicated to artisanal spirits, including local creations like Gin de Mononcle, Gin de Matante, and Tricoté Serré (in partnership with Au Pied de Cochon).

• It partnered with a brewer in the Eastern Townships (La Ferme) to market organic beer in reusable bottles.

• It incorporated Quebec wines into its portfolio through the En Roue Libre collection.

• In 2000, it launched TéléréZin, a YouTube channel devoted to wine culture — a trailblazing initiative well ahead of the digital content boom.

At réZin, innovation serves quality, terroir, and the environment.

Staying One Step Ahead

Today, réZin represents over 125 producers, both in private imports and at the SAQ — a true achievement for an agency long seen as a niche player. Yet Jean-Philippe refuses to settle.

Aware of the fast-changing market, he continues to seek out rare gems — those original, unclassifiable wines that emerge from the meeting of terroir, a winemaker, and a free-spirited philosophy. His selection is still guided by a strong taste for authenticity, diversity, and a certain poetry in wine.

His approach, far from chasing trends, prioritizes sustainability: encouraging alternative packaging, supporting organic and transitioning producers, promoting short supply chains, and focusing on knowledge-sharing rather than volume.

A Human Adventure

For Jean-Philippe Lefebvre, wine is just a pretext. What really matters are the encounters, the conversations, the passing on of knowledge. Through réZin, he has built strong bonds with producers, restaurant partners, and team members alike.

Today, réZin is a tight-knit team of 13, with several members having been there for over 10 or even 15 years — a rare loyalty in the industry that speaks to the value placed on people as much as on product.

True to His Ethics

Despite the challenges — the administrative burdens of Quebec’s liquor monopoly, increasing competition, and pressure on profit margins — Lefebvre has never strayed from his values. As early as 1995, he was advocating for natural wines when almost no one believed in them. Today, he champions a more mindful kind of consumption: more environmentally respectful, more local.

Every project and every bottle he selects reflects this desire to have a positive impact. Whether it’s about reducing carbon footprints, supporting the local economy, or promoting sustainable farming practices, Jean-Philippe Lefebvre continues to move forward with the same integrity.

He sleeps well at night, he says, with the choices he’s made — a luxury few business leaders can claim after thirty years in the field.

A Living Legacy

At heart, Jean-Philippe Lefebvre has remained true to the original impulse that led him, as a teenager, to wander the roads of France: curiosity, wonder, and a desire to share and pass things on.

Thanks to réZin, thousands of Quebecers have discovered natural wines, forgotten grape varieties, and small, off-the-beaten-path producers. Consumer standards have shifted, paving the way for a wine offering that is more diverse, more authentic, and more respectful.

And above all, through this homegrown company, a new generation of sommeliers, import agents, Quebec winemakers, and wine lovers has been inspired to look elsewhere, differently, beyond labels and conventions.

Because for Jean-Philippe Lefebvre, wine is not an end in itself. It is a journey, a language, a bridge between cultures.

And as long as that journey continues, as long as there are stories to tell through a bottle, Jean-Philippe Lefebvre will be there — true to his pioneering and curious spirit.

Written by Jean-Philippe Tastet
Photography by Mikael Lebleu