John W. Fitzgerald, CEO of Broken Shed Vodka, announced changes in the company’s operating structure designed to capitalize on the current growth trajectory of the brand. On May 1, Paul Criscuolo will take over the role of President from Steve Bellini. Criscuolo will lead North America, Bellini will move into the new Chief Operating Officer role. For the past four years, under Bellini’s leadership, the brand has been named the fastest-growing vodka brand in the U.S. and has increased sales 40+% year over year. “Our team is strong and growing, these changes will ensure the brand is poised to take advantage of market opportunities in the premium, imported vodka category. We are thrilled to have Steve now lead our global expansion efforts as COO,” says Fitzgerald. Bellini will continue his efforts strengthening relationships with distributors and brand partners.
Bellini and Criscuolo have worked together for decades. “We share a cohesive vision for Broken Shed Vodka and approach brand building similarly. This aligned vision will allow us to capitalize on and fast-track growth opportunities,” says Bellini. “Since we launched the brand in the United States, our marketing has positioned Broken Shed Vodka apart from our competitors. This leadership change will support the expansion and acceleration of the brand both on and off-premise”, Bellini continued.
Bellini and Criscuolo have been instrumental in building the distribution footprint for the brand and spearheading the distribution agreements with SGWS. They teamed together to build the sales infrastructure of the company, building sales and increasing the brand’s footprint within the control states.
Criscuolo adds, “The opportunity to build on the extraordinary success Broken Shed has already achieved is exciting and an opportunity for our team to continue to grow the brand exponentially over the next few years. A big initiative for the brand will be to identify ‘Shed star accounts’ across the U.S and support with training to market the brand more efficiently”.
Fitzgerald will continue as CEO, Jean-Marie Heins as Chief Marketing Officer and Chad Gilliland as Chief Financial Officer.
About Broken Shed Vodka:
Broken Shed Vodka © 2025 is based in Wanaka, New Zealand. Distilled, crafted, and bottled in New Zealand ever since its inception in 2009, its vodka draws upon the country’s pristine natural aquifers and spring waters, made without any hint of gluten, additives, sugars, or GMOs. Since entering the U.S. market in June 2012, Broken Shed Vodka has won a legion of loyal fans, and an impressive collection of awards. Broken Shed Vodka started in a ‘broken’ down old shed on Lake Wanaka where the formula was originally crafted and produced. Broken Shed Vodka, 40 percent ABV, Distilled from Whey, imported to the USA by Broken Shed Imports, Manhasset, NY. Broken Shed Vodka is produced by Broken Shed Limited., Wanaka, New Zealand. Broken Shed Limited is a private limited company based in Wanaka, New Zealand and is a wholly owned subsidiary of Yes Whey LLC. Yes Whey LLC is a limited liability company based in Glenview, Illinois. Drink Responsibly.
