TÖST Beverages, a category leader in the non-alcoholic beverage space, today announced the appointment of Jessica Daponte as Chief Marketing Officer, effective October 2024. With a proven track record in innovative brand strategy, category innovation and consumer engagement, Jess brings nearly 25 years of experience at top agencies, working closely with Fortune 200 clients to overcome business challenges and stay relevant in changing times.
Her experience includes terms at Saatchi & Saatchi, Nickelodeon, Arnold and Red Antler. Under her leadership, she helped Reese’s Peanut Butter Cups take its sweet-and-salty combination global, crafted consumer-centric campaigns to attract women to Head & Shoulders, and helped Diet Coke bounce back against non-soft drink competitors. Her strategies helped launch numerous products for The Hershey Company, Unilever, Coca-Cola, Mattel, Chipotle & General Mills.
Jess also founded her own brand strategy consultancy, Boundless Brands. Boundless Brands is best-known for its work with SpikedSeltzer, the start-up with the original recipe that created the multi-billion-dollar global sensation. Working closely with the creators of hard seltzer, Nick Shields and David Holmes, Jess questioned category conventions to establish the slim-can trend, now ubiquitous in hard seltzer.
“Jess is a best-in-class marketer and strategist,” said David Holmes, now a TÖST board member. “Her energy is unflagging, and I’m awed by her gift for channeling what people already feel but can’t express. Having worked with Jess on SpikedSeltzer to seed its stellar success, I can’t wait to see how she helps guide TÖST with the same innovative mindset and approach.”
At TÖST, Jess will spearhead its marketing initiatives— from brand strategy and creative, to digital marketing, advertising, experiential, and retail marketing. With availability in over 10k retailers & venues nationwide, Jess will drive brand narrative and consumer connectivity in the rapidly evolving and expanding non-alcoholic drinks market.
“I’m thrilled to join the team at TÖST at such an exciting time for the non-alcoholic beverage industry,” said Jess. “I’ve had the great honor of helping start-ups transform into icons by deeply understanding consumers’ wants and needs. At TÖST, we understand mindful moderation is more than a trend; it’s a cultural shift— to balance good health with good times. We invite consumers to elevate moments big and small and embrace the feel-good experience of toasting, with an alcohol-free bubbly as full of life as the people drinking it.”
About TÖST Beverages
Founded in 2017, TÖST Beverages stands as a leader in the non-alcoholic sparkling beverage category. TÖST & TÖST Rosé provide a sophisticated drinking experience for those seeking a substantive beverage that is low-calorie and meaningful. Carefully crafted with an all-natural blend of white tea, cranberry, elderberry, and ginger, TÖST offers a refreshingly dry taste and balanced sweetness that can be enjoyed anytime, anywhere. For more information, please visit https://tostbeverages.com/. For the most up-to-date news, follow TÖST Beverages on Instagram, Facebook, and X.
