Three Chord Bourbon, the award-winning bourbon company founded by prolific producer and musician Neil Giraldo, now offers music fans the chance to buy a bespoke bottle of whiskey, custom blended in close collaboration with their favorite music artists – giving fans of the artists an opportunity for an immersive sensory experience aligned with the artist’s aesthetic. The Backstage Series is just the next step in the award-winning bourbon company’s mission to connect the worlds of music and whiskey, helping musicians create new revenue streams while becoming more connected to their fans.
Three Chord Bourbon (www.ThreeChordBourbon.com) draws inspiration for these projects from founder Giraldo, who committed to developing a whiskey brand by musicians in support of musicians. After successfully launching custom blends with The Cadillac Three and Goodbye June last month, the Backstage Series offers additional custom blends and bottles with Theory of a Deadman, Halestorm, Black Stone Cherry, Lucero, and Dinosaur Jr.
“I’m proud of the diverse musical genres already represented by the artists we’re working with within our Backstage Series, and we’ll expand the collection with additional musicians. We’re just starting and know we’ll make an impact by expanding the connection between music artist and fan.”
These custom blends were created in direct collaboration between the artists and acclaimed Whiskey Maker Ari Sussman. “I enjoy working with musicians on these blends because they understand the beauty of balance. It is similar to when they are in the studio working to make all the sounds come together – that’s what we’re doing with these blends. Each part of these whiskeys works together to create something special.”
Every bottle features a label specifically crafted by designers known for their work in the music industry on concert posters and merchandise design. Ronnie Lewis, a widely recognized designer and art director with over fifteen years of experience creating boldly successful, award-winning advertising campaigns, concert posters and album covers, was a driving force behind the customized look and feel of the Backstage Series. “Working as a designer for the music industry is already great. We all indeed want to be rock stars, so when you end up getting to design things for your favorite band or a huge act rolling through town, it’s always thrilling. It was great to be a part of creating this Backstage Series and being part of something new for these fans,” said Lewis.
These limited-release bottles combine worlds that work so well together: whiskey, music, and art. The entire collection is available online at Three Chord Bourbon Backstage Series (www.ThreeChordBourbon.com/Backstage-Series) or via the band’s websites, and a limited number of bottles are available through select retailers around the country. Purchases made by Cyber Monday (November 27th) will ship in time for holiday gift-giving.
Three Chord founder Neil Giraldo recently received the National Italian American Foundation’s Leonardo DaVinci Award for Creative Contributions and is committed to furthering Three Chord’s dedication to working with music artists. “I’m proud of the diverse musical genres already represented by the artists we’re working with within our Backstage Series, and we’ll expand the collection with additional musicians. We’re just starting and know we’ll make an impact by expanding the connection between music artist and fan.”
Initial announcements via the band’s social media sites were greeted with an overwhelming response from fans, with thousands of bottles pre-ordered upon launch. “We knew that there was an instinctive crossover between music and whiskey, from how they are both created to how they are both enjoyed. We are thrilled to launch the most extensive collaboration between the spirits and music industry. We expect to expand this collection throughout the coming year,” said Three Chord Bourbon’s Director of Marketing, Michael Nanula.
“It’s exciting to see the full Three Chord vision coming to life finally,” said Ryan Gill,
Director of Brand Development for Three Chord Bourbon. “If we can use the platform we’ve built as a quality whiskey brand to give musicians new sources of revenue while enhancing their fans’ experience, then we’ve succeeded in our brand’s mission.”
Three Chord Bourbon has made significant strides within the music industry since its launch in 2017, working with musicians, venues and distributors nationwide to support artists and participate in live music events. The brand was celebrated at the Bourbon and Beyond festival this past summer in Kentucky, with Goodbye June announcing their Backstage Series collaboration live from the stage. The brand has received over fifty industry awards, with its 2023 season release Honey Toasted Blend receiving an impressive 92-point score in Wine Enthusiast.
