For me the best stories come from risk takers. My story will never involve a fear of failure.
Trailblazing brand builder and best-selling author, Justine Troy has made a career out of disrupting convention and reshaping industries. She co-founded the iconic vodka brand 42 Below with her husband Geoff Ross, redefining what a New Zealand growth brand could look like. With its bold tone and irreverent marketing, 42 Below captured the global bar scene—from the Ritz in London to NYC’s Bungalow Eight—and shifted the perception of New Zealand creativity and export potential. The company listed on the NZX in 2003, becoming a business case study in both innovation and audacity.
Originally trained as a Speech and Language Pathologist at Canterbury University, Justine later honed her storytelling craft at the London School of Journalism, graduating with Distinction. Her early career included documentary writing and research for TVNZ, including the award-winning Destination Disaster: The Sinking of the Mikhail Lermontov. She’s contributed to publications such as Metro and served as a panelist on RadioLIVE, bringing a sharp and witty voice to social and cultural commentary.
Her debut book, Every Bastard Says No, is part autobiography, part business survival guide, and part ode to the art of defiance. Published by Random House, it became a bestseller and a defining account of one of New Zealand’s most daring brand journeys.
In recent years, Justine has turned her focus to the land. She and her family live on Lake Hawea Station, a high-country sheep and beef property in Otago. There, she applies her sharp business acumen to regenerative farming and land stewardship while working on her second book.
An active investor and mentor, Justine has held stakes in NZX-listed companies such as Turners Automotive, MOA Brewing Company, and previously Trilogy, which was sold to CITIC Capital. She continues to shape both business and social causes, serving on the board of United Nations Women Aotearoa.
She is also a founding trustee of The Rising, an initiative supporting at-risk youth in South Auckland, and sits on the Play It Strange Charitable Trust alongside Mike Chunn. Justine has also judged the AMP National Scholarship Programme "Do Your Thing" Awards, championing Kiwi ambition across the country.
Superb presentation and inspiring story of New Zealand business success. Some comments from the audience were: 'Loved her positivity and the whole message. Going to get that book!' 'She was ... keep reading Kepa - The Advisors Institute
Justine was an awesome presenter at the HR Game Changer conference. She shared her story but really challenged the audience on how they could think differently to create change as well as being funny and charming too! A standout session.
Justine made contact prior to the event a number of times to discuss the angle to take during her talk. Her talk was spot on and all the staff loved it. Made us all proud to be Kiwi's. She included some good reminders about dedication to sales commitments, along with celebration.