Jim Borsack
B Cellars Co-Founder & Principal

Jim Borsack, co-founder and principal of B Cellars, is a forward-thinking entrepreneur and marketing professional with more than 30 years experience in the luxury goods industry. Prior to realizing his dream of creating a world-class wine enterprise, Jim was the co-owner and senior vice president of El Portal, a global chain of designer leather goods, handbags and luggage stores. His vision and marketing savvy helped transform a single luggage store into a retail industry trendsetter with 125 stores worldwide. In addition to his successes with El Portal, Jim also orchestrated the rollout of the entire Swatch Watch franchise business.

In 2000, Jim sold his ownership of El Portal and decided to devote all of his time to learning the craft of winemaking. He studied viticulture and enology at the University of California at Davis, specializing in how to make handcrafted, premium blended wines. In 2003, he met B Cellars co-founder Duffy Keys at a barbeque and learned that Keys shared his passion for wanting to embark on a career in wine.

Jim has already received favorable reviews from wine customers and wine-industry aficionados; this certainly is a testament to his adeptness at catering to the needs and desires of the luxury consumer. His commitment to quality winemaking, along with his well-honed luxury-goods marketing expertise, have prepared him to build a five-star reputation for B Cellars.

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