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3 Badge Beverage Corp. Announces Return of Keith Casale to Newly Expanded Role as Chief Operating Officer


SONOMA, Calif. (May 16, 2024) — Wine and spirits négociant, 3 Badge Beverage Corporation, is pleased to announce that Keith Casale has rejoined the team with an expanded role as chief operating officer. In this role, he will direct all facets of operational management from finance, procurement, logistics, and quality control.  Casale began his tenure at 3 Badge in 2010 as chief financial officer and was instrumental in the development of the company’s current portfolios.

“We are thrilled to welcome Keith back in his new role as COO and believe he is the best fit for the position as we continue to expand and innovate the business,” said 3 Badge Beverage Corporation President August Sebastiani.  “He has always been a valued team member and knows the organization well, so we are very confident that his experience, skill set, and vast industry knowledge will set him up for success as he leads us into the next chapter.”

Casale served as chief financial officer of 3 Badge from 2010 through 2021.  As part of the initial team, he helped build the company from the ground up.  In 2021, Casale left 3 Badge for a position as chief financial officer at Landers Curry Inc., a luxury home builder and interior design company based in Sonoma, where he gained valuable experience.

Following the brief hiatus, Casale now returns to 3 Badge as COO, where he is instrumental in streamlining operations, enhancing productivity, and driving strategic initiatives that support the company’s growthxx and market presence.

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.