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Co-founder of the world-famous brand 42 Below Vodka.

For me the best stories come from risk takers. My story will never involve a fear of failure.

Justine co-founded the iconic vodka brand ’42 Below’ with 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. 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.

Current work
Justine is now an investor in NZX listed companies Turners, MOA Brewing Company and until recently TRILOGY skin, bath and beauty products which sold to CITIC Capital.

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.

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.

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.



  • Sales
  • Mastering Leadership
  • CEO & Company Directors
  • Entrepreneurship & Entrepreneurs
  • Marketing
  • Disruption


  • Inspiring Stories
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. Roche
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