The facility came with a brewery which D'Angelo had intended to sell, but ultimately decided to start a beer company with the funding of Sherman.

A wholly owned subsidiary of D'Angelo Brands,[2] Steelback started selling beer in February 2004, launched with an expensive local television ad on the Super Bowl XXXVIII broadcast.

[12] Steelback switched gears from the flashy prime time ad campaigns to a more local and minimalist approach though print, radio, and billboard advertisements in six Ontario markets: their home of Bruce County; the Greater Toronto Area; Ottawa; London; Hamilton;and Windsor.

[18] In July 2009, company president Ian MacDonald left the brewery, followed later in the month by 35 of Steelback's 39 staff members being laid off.

[19] In January 2010, the remaining staff members were issued letters of termination[20] and the brewery was quietly shut down with no official announcement.