You had us at the JCB Touch table, a high-tech digital tasting device that acts as a virtual “host.” You put a glass of wine down on its surface, and by some computer magic, it identifies and explains the wine’s properties. No people needed to guide you, just drink and learn and enjoy.


It’s just one of the extravagances to be found at the new JCB Cellars and Atelier by JCB in Yountville. As the latest from winery entrepreneur Jean-Charles Boisset and his exquisite imagination, the glamorous wine tasting salon promises a fashion and lifestyle experience along with his signature wines.

JCB atelier

Simply, that means we can shop for gourmet groceries as we nibble epicurean jewels like Rouzaire Coulommiers Brie, Rougie Duck Foie Gras Mousse with Ice Cider, caviar, precious pâtés and chocolates. We sip amid JCB’s custom-designed jewelry collection, JCB candles, JCB perfumes, glassware and jewelry from Baccarat, Christofle jewelry, Bernardaud home accessories, and luxury lifestyle books from Taschen, Assouline and Rizzoli.

JCB mural

Why describe? You’ve got to see it for yourself. And the photos hint of the luxury story, in glittering chandeliers, intricate ceiling murals, gleaming wood, glitter and gold. It’s a life well-lived, that we can all aspire to.

And what delicious, fanciful fun!

Details: 6505 Washington Street, Yountville, (707) 934-8237,

Tip: Make it an even fancier day with limo service to-and-from the salon.

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