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Steele's Wine Cellar Grand Re-opening

Alana and Justin Steele are hosting a grand re-opening of Steele's Wine Cellar Friday, Nov 8, from 4 pm to 9 pm in the Montgomery Shopping Center.


Steele’s Wine Cellar, the family-owned liquor store in the Montgomery Shopping Center, has teamed up with Rolling Thunder — a veterans organization with a “few million horsepower of leather-vested POW-MIA advocates."

Stop by the store today — Friday, November 8, from 4 pm to 9 pm — for Steele's grand re-opening and to purchase a wreath ($10 each) to support this good cause. In honor of Veteran’s Day, the Steele family will be selling wreaths to place on the graves of veterans, as part of the local Rolling Thunder campaign.

The grand reopening will include tastings of the following wines and spirits: Opus One 2015; Cakebread Chardonnay Reserve; Cakebread Cabernet Sauvignon; Tullamore Dew 15-Year; Uncle Nearest 1856 Premium Whiskey 100 Proof; Dalmore 15-Year; and more.

Tito’s Photo Booth will be available from 5 pm to 7 pm; and guests may enter raffles and win prizes through the evening.

“We have completely remodeled and made room for a larger inventory,” says Alana V. Steele, who owns the wine cellar with her brother, Justin.

Alan and Justin Steele were in the motorcycle business (running a Harley Davidson dealership) prior to purchasing Steele's Wine Cellar.


Justin Steele, who lives in Hillsborough with his family, says it is important to be part of the community — which includes Rolling Thunder Charities. Few people know the nonprofit veterans organization was founded in nearby Neshanic Station and includes local members such as Montgomery’s own Mike Maloney.

Steele’s is helping Rolling Thunder with its 7th Annual Wreaths Across America Project, which has a goal to place 1,500 holiday wreaths on veterans graves at Somerset Hills Memorial Park, in Basking Ridge, on Saturday, December 14.

In addition to supporting a community cause, the Steels honor their grandfathers: Paternal grandfather William J. Steele was a pilot in WWII.

Maternal grandfather Anthony L. Vlahakes served in the 8th Air Corps (The US Air Force didn’t exist until after WWII) during World War II as a nose gunner on a B-24 bomber. He flew out of England and did bombing missions over Germany.

The Steele family had previously been in the Harley Davidson business, having owned a dealership in Bloomfield. They sold the motorcycle business in 2008, but Alana and Justin wanted to get back into a family business together.

Their strong family bond had been, and continues to be, a key to their success in business. They bought the Towne Wine & Liquor Store in 2010 in the Montgomery Shopping Center on Route 206 in Skillman (by ShopRite) and changed the name to Steele’s.

The store now offers local wines, beer, and spirits, in addition to world-renowned brands.

Steele’s sells brandy made with Terhune Orchard apples; liquor from Sourland Spirts in Hopewell; River Horse beer from Ewing Township, and wine from Unionville Cellars in Ringoes, just to name a few, says Justin. ■

Steele’s Wine Cellar

Montgomery Shopping Center

1325 Route 206, Skillman


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