According to Billboard, the Illinois native has teamed up with Skrillex’s manager, Tim Smith, as well as renowned sommelier Ryan Arnold to launch No Fine Print Wine—a venture that aims to make the wine-drinking experience much more accessible and enjoyable. And, quite honestly, it seems like they have a pretty solid formula for success.
Arnold, who serves as the wine director for the Lettuce Entertain You restaurant, is expected to bring his knowledge and connections within the wine industry, while Corcoran and Smith will implement the unparalleled marketing skills that helped catapult their clients into the mainstream music realm.
“Wine is an experience which is often taken too seriously,” Arnold explained to Billboard. “We strove to create a wine that boasts all of the sommelier-admired qualities, while not deterring the everyday consumer from it […] We kept the aesthetic clean and price point reasonable. Fine Print offers a nod to those with a touch more appreciation for the nuances of wine.”
Corcoran went on to add that he and his partners “wanted to find a way to merge the creative branding we’ve used in the music realm with wine.”
No Fine Print, which launched Tuesday, is now offering a $20 bottle of 2016 Cabernet Sauvignon from California. The men have also launched a higher-end subsidiary wine company called Fine Print, which is selling a $35 bottle of 2014 Syrah blend from the Northern California; the latter was aged in a barrel for 24 months, and is available in limited quantities. Proceeds from both companies are expected to go toward various charities that focus on social issues and/or environmental causes.
You can learn more about No Fine Print here.