With Sales Up Double-Digits, The Other Guys Rebrands As 3 Badge Beverage CorporationNovember 19, 2015
Sonoma-based The Other Guys has renamed itself 3 Badge Beverage Corporation, amid strong growth for both its wine and spirits portfolios. 3 Badge, led by August Sebastiani as president, tells SND that its wine sales are up 10% year-to-date, with The White Knight (+108%), Moobuzz (+12%) and Leese-Fitch (+11%) brands driving growth. Leese-Fitch, by far the biggest of the three, was at 170,000 cases last year, according to Impact Databank. On the new product front, The White Knight recently added a Prosecco to its lineup.
On 3 Badge’s spirits side, which has risen 85% year-to-date, Bib & Tucker Bourbon and Kirk & Sweeney rum have both more than doubled from small bases in 2015. The company says it intends to debut two new spirits brands in the first half of next year, while also expanding its sales team.
The switch to 3 Badge Beverage Corporation comes following the marketer’s move to a new headquarters located in the old Sonoma Firehouse at 32 Patten Street, built in 1948. The new moniker refers to the three different service badges worn by Sebastiani’s grandfather and namesake during his time as a volunteer firefighter.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.