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3 Badge Beverage Corp. Expands International Business with New Broker Positions


SONOMA, Calif. (April 3, 2024) — Wine and spirits négociant, 3 Badge Beverage Corporation, today announced two new broker positions to reach international markets and generate consumer engagement with the appointments of Jon Lax as Sales Manager for Europe; and Francisco Ovalles as Business Development Manager for Latin America (LATAM). The newly appointed Lax and Ovalles provide 3 Badge with valuable localized market expertise, driving the company’s plan to expand global distribution.

“Our goal has always been to maintain and grow our international presence as we continue to grow our global portfolio of wine and spirits brands,” said 3 Badge President, August Sebastiani.  “We’ve seen the national demand for our portfolio grow across the board in recent years, and the appointments of Jon Lax and Francisco Ovalles signal our bullish prospects on international markets as we continue to introduce our wine and spirits brands to new audiences.”

Lax will oversee several European countries including Ireland, UK, France, Portugal, Spain, Belgium, Norway, Sweden, Germany, Poland, Czech Republic, Austria, Italy, Croatia, Slovakia, Slovenia, Liechtenstein, Latvia, Lithuania, Estonia and Denmark. An experienced brand and sales manager with more than 20 years in the luxury apparel and premium spirits industry, Lax is experienced in exporting, brand development, product launches, sales management and growth, and marketing. He is multi-lingual and speaks English, French, Spanish, and Italian. Before joining the 3 Badge team, he was head of export for Mighty Craft, one of Australia’s leading and fastest-growing premium craft drinks companies, and was the Regional Sales Manager for Southern Europe for Atom Brands.

As LATAM Business Development Manager, Ovalles will manage Mexico, Guatemala, El Salvador, Honduras, Nicaragua, Panama, Brazil, Peru, Bolivia, Paraguay, Chile, Uruguay, Ecuador, and Colombia markets. He holds over 15 years of diverse experience in sales, marketing, and international business. Francisco has a proven track record of uncovering and cultivating sales opportunities across global regions through strategic lead follow-up and has a keen understanding of customer needs. An advocate of innovation and premium spirits, Francisco’s career has been marked by successful growth strategies, particularly in nurturing high-potential premium brands during their early stages. He is deeply passionate about sharing his knowledge and practical skills, with a specialized emphasis on luxury spirits.

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 Bozal Mezcal, Uncle Val’s Gin, Kirk & Sweeney Rum, Pasote Tequila, and Quechol Sotol, while 3 Badge Enology includes Gehricke Wines from Sonoma, Subterra wines from The Los Olivos District of California’s Central Coast, Cedar + Salmon wines from the Pacific Northwest, and Guinigi wines from Italy. Additional information can be found at 3badge.com.