How to create disruptive, unconventional marketing and brand campaigns - Guest Justine Troy Founder 42 Below Vodka

Have you hard about the 42 Below Vodka story out of New Zealand?    Justine Troy (our guest) and her husband Geoff Ross starting making Vodka... premium vodka in their garage in Wellington in the 90's fast forward a decade or so and exited to Bacardi for whopping 138 million. That's an epic story alone, but the tactics and strategy they implemented were equally impressive!  Add this, 42 Below has won more awards than any other vodka ever!  This podcast focuses on unconventional thinking, disrupting and thinking outside of traditional marketing tactics   Justine co-founded the iconic vodka brand 42 Below with her husband, Geoff Ross.  The brand changed the way New Zealand and in particular the investment community viewed growth brands (42 Below listed on the NZX in 2003). It also brought a new style of marketing to the world. 42 Below won the hearts of bars and bartenders all over the world, from the Ritz in London to the coveted Bungalow Eight in NYC.  Current work Justine bought Lake Hawea Station in Otago (a sheep and beef station) where she and husband Geoff, together with their sons live and apply their business experience to the farming sector. She is also working on her second book. She is  an investor in NZX listed companies Turners, MOA Brewing Company and until recently TRILOGY skin, bath and beauty products which sold to CITIC Capital.   Background Justine trained at Canterbury University as a Speech and Language Pathologist. She later graduated with Distinction from the London School of Journalism. Justine has written and researched documentaries for TVNZ (Tuesday Documentary) including the award winning Destination Disaster – The Sinking of the Mikhail Lermantov.    Justine has been a columnist for Metro Magazine, a contributor to other publications and a panelist on RadioLIVE. Justine is the best-selling author of Every Bastard Says No published by Random House. Her book is part autobiography, part business book and part booze bible. Philanthropy She is a founding trustee for 'The Rising', an organisation to assist at risk youth in South Auckland. She is also a trustee for 'Play It Strange' Charitable Trust with Mike Chunn and a judge of the AMP National Scholarship Program ‘Do Your thing’ Awards

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