Rooted in Family: 3 Badge Beverage Corporation

Last November, it was big news that The Other Guys, Inc. and 35 Maple Lane would be merged and re-branded as 3 Badge Beverage Corp. 

When the company relocated their office buildings to the old Sonoma firehouse, August Sebastiani discovered that many years prior, his grandfather served at the firehouse as a volunteer firefighter. During Sebastiani's research of his grandfather's involvement with the building, he learned that his grandfather (the original August Sebastiani) had earned three service badges throughout the course of his volunteer years: Volunteer, Retired, and Honorary. It was then that the Sebastiani family selected the name 3 Badge Beverage; paying homage to their deep roots within the community. 

Currently, products of 3 Badge Beverage Corporation are distributed in 50 states, and 30 countries. I'd be willing to say that where there's successful distribution, product development, and branding, there's a smart and driven person behind the helm. August Sebastiani, a fourth generation member of the family wine empire, was kind enough to give us some insight into the growth of 3 Badge Corp's portfolio of wine and spirits:

How did 3 Badge Beverage Corp. get its start? 

"Our start was a little over 10 years ago. We were simply looking to diversify our family’s business interests, and provide an environment for growth and competition in the marketplace. I was looking to specifically start my own program that included both wine and spirits, as I’d always had a keen interest in the space. There’s a lot more creativity in both product and packaging in the spirits space and I’ve always enjoyed that side of the business. And now with a small beer effort underway, we’ve got 3 legs of the beverage industry!"

How did the business grow to have such a vast range of Mixology and Enology? 

"We were just looking to have a well-rounded portfolio. We spend a lot of time managing our relationships with customers and retailers but also with our distributor partners. We firmly believe that as partners, it is imperative that we provide sales teams with brands that are approachable and easy to sell. Having that well-rounded lineup helps that sale considerably. We like to think of ourselves as a one-stop backbar or wine list."

What is the most difficult part of running a business such as 3 Badge? 

I don’t even know what you’re talking about! Running a small business is all rainbows and lollipops all the time!!
3 Badge Beverage | Uncle Val's Gin |

What has been the most rewarding experience of running your business?

Creating new products is what gets me out of bed in the morning. Growing our portfolio organically with increased sales of existing brands is great and certainly lights a fire… But for me, it’s introducing new products to the market.

Do you have any mentors that have helped you along the way? 

More than a few… My folks, first and foremost. Not just as a corporate mentorship with dad, but as a young parent, myself, there's a great appreciation of what they both went through years ago.

Many thanks to August for his insight into the development of 3 Badge Beverage Corporation, having the chance to learn from successful businessmen and women is invaluable! 3 badge Beverage Corp. products can be purchased at many large retailers with labels such as: Uncle Val's Gin, Pennywise, Plungerhead, and Kirk & Sweeney Rum (to name a few). The label has recently expanded their production line into beer as well, which is sure to be just as great as their wine & liquor! 

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