A joint venture between third generation Italian winemaker John Rinaldi and fellow wine scholar and connoisseur Zane Mumford, the new 65-seat tasting room at 2419 El Cajon Boulevard marks their first foray into commercial production. Négociant, a French term for wine merchants who assemble the produce of smaller growers and sell the result under its own label, is using grapes sourced from Central Coast, Baja and Washington State vineyards to create their collection of boutique, small batch wines.