August Sebastiani, Founder & President of 3 Badge BeverageCorporation: Building Premium Spirits with Story and Identity

As Founder and President of 3 Badge Beverage Corporation, August Sebastiani has spent more than fifteen years shaping a portfolio of premium spirits rooted in authenticity, craftsmanship, and compelling storytelling. Since launching Kirk & Sweeney in 2012, he has played an active role in elevating how the rum category is presented and understood, positioning the brand as an accessible gateway into the world of premium rum. 

With a focus on building spirits that carry real identity and narrative depth, Sebastiani continues to influence the conversation around quality, heritage, and the future of rum. 

TRL: What was the biggest challenge you faced in launching your rum brand, and how did you overcome it?

Honestly, the biggest challenge has been perception and clarity in the category. Specifically, there is some age statement ambiguity in the rum world, where numbers and terminology can mean different things based on the source island or production method. This makes it hard for consumers to understand what they’re actually buying. Our approach has been to focus on quality, storytelling, and being very intentional and transparent about how we build our blends and define our expressions. 

TRL: How do you see the rum market evolving in the next 5–10 years?

Consumers are smarter than ever. We have the entirety of human knowledge in our pockets, so people are capable of a very deep dive into any category with a few taps or a quick conversation with their AI agent of choice. That means all suppliers and our retailers have to be more transparent, more precise, and more compelling. I think rum will continue moving toward premium and sipping occasions, with authenticity and clarity becoming key differentiators. 

TRL: Can you share a personal experience or moment that influenced your brand’s direction?

One thing that always stands out is watching people taste aged rum for the first time without preconceived notions. You can almost see the moment when their perception shifts. That really reinforced for us that rum doesn’t have an awareness problem; it has a storytelling problem. Everyone is familiar with rum cocktails, but we really see the needle move when sipped from a snifter or simply a rum on the rocks. 

TRL: How do you balance tradition with innovation?

Rum is built on tradition, and that’s part of its magic. But tradition only works if people can connect with it. We try to respect classic production methods while communicating them in a

way that feels modern and approachable. It’s less about reinventing rum and more about building on its story. 

TRL: What are some recent initiatives or products that have been impactful?

We’ve spent a lot of time strengthening Kirk & Sweeney’s presence in premium bars and retail. Education, packaging, and brand storytelling have been just as important as the liquid itself. As mentioned, the biggest impact tends to present when people actually taste the rum on its own and really understand what it is. 

TRL: How do you educate consumers about your rum?

We try to focus on approachability. Tastings, bartender conversations, and simple language go a long way. Rum can feel intimidating if you get too technical, so we look to help customers understand what it is. The main takeaway is that rum can be just as nuanced and sophisticated as any other premium spirit. 

TRL: How do you manage quality and consistency as your brand grows?

It comes down to staying close to the liquid and the process. We’re very disciplined about blending, production standards, and how the brand shows up in new markets. The packaging might sell the first bottle or two, but what’s in the bottle is what keeps them coming back. Consistency is what builds that long-term trust. 

TRL: Can you share a collaboration or partnership that elevated the brand?

Wholesale and retail partners are our most important partners. When respected people behind the bar and in the trenches embrace a rum brand, it changes how consumers see it. And full credit due to our wholesalers who grind to get it on the backbar. Those relationships have helped position Kirk & Sweeney in a more premium conversation. 

TRL: What is your long-term vision for your rum brand and the category?

We want Kirk & Sweeney to be seen as a starting point for premium rum. One that’s both authentic and approachable. More broadly, we want to help rum earn the same respect that other aged spirits already have. If the category keeps evolving the way it is, I think we’re just getting started. 

TRL: What’s one piece of advice you’d give rum lovers?

Try it neat, pay attention to aroma and finish, and explore different styles and origins. Once you do that, the category opens up in a completely different way. 

TRL: How can people learn more about you? Website? Social media page? 

They can visit our website at www.kirkandsweeneyrum.com . Or they can find us on Instagram, Facebook, & Twitter using @kirkandsweeney.

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