Jack Belsito has been around the block. With a resume that includes turns as the CEO of Snapple Beverage, VOSS of Norway and Health-Ade – and now back at VOSS as CEO of the water brand’s Americas division – Belsito leads with over 35 years of consumer products experience.
During the opening session of BevNET Live Summer 2025 in June, Belsito sat down with BevNET editor-in-chief Jeff Klineman to discuss his “unfinished business” at VOSS and his decision to return to the premium water producer and the moves he’s made to rebuild its struggling business.
“Convincing for us is not at the consumer level,” Belsito said. “We have a brand that people love, they just didn’t see – it wasn’t available to them, and as soon as we make it available to them they love it again, so I’m working with a tremendous aspect that many players here aren’t working with. The building back of the confidence is at the constituency level: the distribution system, the route-to-market players, the trade.”
Watch the full video to hear how Belsito focuses on the “unsexy” elements of running a business, why hiring a 3PL manager was a pivotal move to resuscitate VOSS’s struggling business, and why “thoughtful consumption” occasions are key to VOSS’s trial strategy.