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3 Badge Beverage Corp. Elevates Richard Zeller to CEO and Appoints Michael Braga Director of Finance


SONOMA, Calif. (February 2, 2022) — Wine and spirits négociant, 3 Badge Beverage Corporation, today announced the promotion of Richard Zeller to Chief Executive Officer and the hiring of Michael Braga as Director of Finance. “We are excited to announce the long overdue promotion of Richard Zeller to CEO,” said 3 Badge Beverage Corporation founder and president, August Sebastiani. “For more than 30 years Richard Zeller has been a trusted confidant to my family, our businesses, and notably the 3 Badge Corporation.  Throughout his career, Richard has helped to shape the company’s vision and lead us on a trajectory of impressive growth and expansion.”

Elevated from Chief Operating Officer (COO) to the role of CEO, Richard Zeller brings decades worth of leadership, business acumen, and strategic wine industry knowledge to his new position, overseeing all aspects of the organization. Zeller began his wine career with the Sebastiani family in 1991, when Sebastiani Vineyards hired him as a District Manager, eventually promoting him to COO.  Zeller continued in this role when he joined 3 Badge Beverage in 2015.

“I am truly humbled to work for a family who has been a pioneer in the American beverage industry,” stated Richard Zeller, CEO 3 Badge Beverage Corporation. “The Sebastianis are not only held in the highest regard, but they’re also driven in their brand development and are known for persistent innovation.”

Newly hired Director of Finance Michael Braga brings more than 25 years of senior level management, corporate accounting, and finance experience to 3 Badge Beverage. Most recently, he was director of accounting at acclaimed Napa Valley grower and producer, Hundred Acre Wine Group.  Prior to that, Braga held senior finance and accounting positions throughout Northern California’s premier wine-growing region with Purple Wine + Spirits, The Hess Collection Winery, Terlato Wine Group, and Icon Estates. Braga holds a Bachelor of Arts in Business Administration, with an accounting concentration, from Sonoma State University.

Sebastiani noted, “We couldn’t have found a better fit in Michael Braga. He is a true industry veteran and everything he has accomplished and experienced throughout his career makes him perfectly suited to thrive with us at 3 Badge Beverage Corporation.”

About 3 Badge Beverage Corporation

Established in 2015, 3 Badge Beverage Corporation is a négociant representing an innovative portfolio of terroir-driven wines and craft spirits from around the globe. Headquartered out of a historic, refurbished fire station in Sonoma, California, 3 Badge is led by fourth-generation vintner August Sebastiani. Named for his grandfather’s volunteer firefighting service badges, 3 Badge is built upon a philosophy of exceptional craftsmanship and commitment to place. 3 Badge Mixology offers Benjamin Chapman Whiskey, La Pivón Vermouth, Uncle Val’s Gin, Kirk & Sweeney Rum, Pasote Tequila and Bozal Mezcal, while 3 Badge Enology includes Gehricke Wines from Sonoma, Tree Fort Wines from the Central Coast, Cedar + Salmon wines from the Pacific Northwest and Guinigi Wines from Italy. Additional information can be found at 3badge.com.

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