Three Sheets To The Wind, a rock group, launches a wine company

For venture capitalists looking to make their next investment, Jack Shannon offers some lighthearted advice.

After one of their performances, Shannon and five other members of yacht-rock cover band Three Sheets To The Wind came up with the concept for their new project, Steely Can Wine.

Shannon joked, “VCs should really pay more attention to musicians hanging around after their gigs. “Because in this era, dumb business ideas really come from the creative well.”

A new wine brand that sells canned wines online as songs by Steely Dan and other 1970s and 1980s soft-rock bands debuted last week.

Similar to Steely Can Wine, the trio started Three Sheets To The Wind in 2009 as a prank.

Shannon, the five other members of Three Sheets To The Wind – Gregg Brooks, Marshall Norton, Micah Berry, Jay Calabro and JC Kuhl – as well as Adam Stockton, the group’s former percussionist – own the brand, which does not has no connection with Steely Dan.

We offered to create a yacht rock set list and decided to dress in jackets and sunglasses, Shannon recalls. “We thought it would be a little fun”

However, Three Sheets To The Wind has performed over the years in 15 different states across the country, most often at events in the Mid-Atlantic. They typically play between 25 and 50 shows a year, including weddings, fundraisers and other events, according to Shannon, who works as daytime entertainment manager.

After a stopover in Pennsylvania last year, where they boarded their tour bus, band member Steely Van wondered what should be the name of the wines that were inspired by yacht rock. Norton remarked, “We started tossing ideas around and making each other laugh.”

Employed during the day by Ashland-based Wine & Beer Supply, Brooks found the concept of a rock yacht wine brand particularly appealing. “I have access to wine because of what I do for a living. I buy wine in bulk, sell it to customers, and develop brands for hotel and restaurant chains, according to Brooks.

Last winter, the group reached out to a California winery to provide wine for a trial. Steely Can Wine was sold at a few neighborhood stores and restaurants, including Barrel Thief and Kuba Kuba. According to Brooks, “We did it to test demand and we sold some pretty quickly.” This started the process of getting more strains and serious treatment.

The group completed the branding and concept for Steely Can Wine this year between performing and performing their usual duties. Rosé Darling, Kid Chardonnay and a blend called Deacon Red are the first three options. Wine cans weigh approximately 13 ounces each. They practice in a 1,000 square foot space on Hamilton Street in the Westwood neighborhood, where they also store wine. SteelyCan.com is primarily where they sell the wine. According to Brooks, they currently carry it themselves within 15 miles of the city and hope to gradually expand their selection.

Brooks said that although Steely Can was formed as a joke by a band that also started as a joke, they take the quality of their product as seriously as the music they play. It is an excellent wine. It’s not just a publicity stunt. We don’t just stuff trash into a tin can, he said.

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  • Three Sheets To The Wind, a rock group, launches a wine company
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