The spirit of innovation: How David and Jo James built an award-winning distillery grounded in sustainability and community
Long before they founded one of New Zealand’s most celebrated gin brands, David and Jo James first met as children at kindergarten in New Plymouth. While life took them in different directions, they reunited at Massey University in the 1980s. David studied Food Technology with a major in Engineering, and Jo completed a Bachelor of Science with a double major in Microbiology and Genetics.
Their friendship blossomed into a lifelong partnership on Massey’s Palmerston North campus. “We were part of the capping committee and helped organise orientation events,” they recall. “There was a real sense of community. Massey was where we learned a lot about our fields, ourselves, and each other.”
However, it would take several decades, various career changes, and a globe-spanning journey before they found Begin Distilling and launched their flagship product, Juno Gin. “We’ve each had five or six different careers,” Jo reflects. “Scientist, teacher, sculptor, public health professional, distiller... life has been anything but linear.”
After graduation, the couple set off on a global adventure, living and working in Australia, the UK, Hong Kong, and Southeast Asia. Jo began a career in microbiology, food safety, and environmental science. She managed a nationally recognised water quality project that won a World Environment Day award. David’s path was equally diverse, working in finance and banking, then returning to food technology to lead large-scale dairy production and commercialise a bioactive protein product in Australia.
Even as their careers progressed, they kept learning. Jo completed a Master of Public Health in Epidemiology through Monash University, and David added an MBA from the University of Melbourne and a Diploma in Environmental Management from Massey.
“We never really stopped learning,” says Jo. “We’re both curious people.”
Back to Taranaki: a new chapter
By 2016, with their children growing up and a desire to reconnect with home, the couple returned to Taranaki.
“Our maunga calls to us. And our parents were ageing. We knew it was time to return and contribute to our own community,” Jo says.
While visiting friends in Healesville, Victoria, they passed a new gin distillery under construction – Four Pillars – and curiosity struck. They toured the facility, spoke with the distiller, and Jo even joined the team for a time. They saw gin’s global growth potential and realised the New Zealand market was just beginning to catch on.
“We thought, what if we brought that same energy and innovation to Taranaki? What if we made something truly world-class, but local?” David says.
With that spark, they launched Begin Distilling. Before launching, they turned to their roots: Massey University. They contacted Professor Richard Archer and were soon in a room with Massey experts in food technology, horticulture, engineering, and economics, mapping out every element of the distillery.
“That session was phenomenal. It gave us clarity, confidence, and connection to research networks that continue to support us today,” David shares.
Award-winning impact
From day one, Begin Distilling was designed to reflect their values. They use locally sourced botanicals, pure New Zealand spring water, and some of the most sustainable production practices in the global spirits industry. Their rainwater recycling system reduces water usage to just five litres per litre of spirit, compared to the global average of 26. By-product streams are reused to create award-winning products like Three Sisters Brewery’s Lila Witbier and Gavin Giles’ Juno Gin Truffles, both considered world-first innovations.
“Our philosophy is ‘Make it Together,’” says Jo. “That means working hand in hand with our environment, our team, and our community.”
They are most known for their internationally award-winning product, Juno Gin. The name “Juno” is a nod to the juniper berry, the heart of any gin, and Juno, the Roman goddess of marriage and domestic harmony. “We’d never worked together before, so the idea of invoking a goddess of harmony felt fitting, and a bit cheeky too,” Jo laughs.
Juno Gin has earned international acclaim with gold medals from the San Francisco World Spirits Competition, the London Spirits Awards, the Hong Kong International Wine & Spirits Competition, and more. Their spirits are now exported to Australia, Singapore, Switzerland, Germany, and soon, South Korea.
Jo, who also serves as a head judge for the New Zealand Spirits Awards, says consistency is key. “We enter every year, not just once,” she says. “We want New Zealanders to know they’re getting excellence every time.”
Giving back to the community
For David and Jo, giving back means creating opportunities for the next generation. Each year, they host summer interns through the Callaghan Innovation programme, offering Massey students real-world experience in flavour development, quality systems, and process improvement.
“It’s our way of giving back,” says David. “We benefited from a free education. Supporting young people in their careers is the least we can do.”
Their leadership also extends nationally. As founding members of Distilled Spirits Aotearoa (DSA), David and Jo have helped shape the direction of New Zealand’s spirits industry. Juno chaired the organisation for its first four years, guiding it through rapid growth to over 100 member distilleries and playing a central role in establishing the New Zealand Spirits Awards.
In 2022, Begin Distilling opened their Juno Cellar door, offering tours, tastings, cocktails and light meals. Info-tourism has become a greatly valued adjunct to sociability.
Begin Distilling is not just an economic engine for Taranaki, it’s a cultural one too. They work with local organisations like PIHMS and WITT, sponsor everything from bridge tournaments to the Taranaki Fierce Drag Festival, and carefully choose which causes to support, especially given their position as an alcohol company.
“We won’t provide alcohol to schools or youth sports,” Jo says. “But we’ll offer tours or vouchers – educational, responsible and fun experiences.”
They also champion local suppliers, intentionally building circular supply chains that benefit growers and producers throughout the region. Their collaboration with Massey on botanical research has helped develop viable new crops for gin distilling, strengthening the local horticulture economy.
“If they thrive, we thrive. It’s all connected.”
The Juno effect
So what are they most proud of?
“For me, it’s the moment you hear a stranger in a bar say, ‘Oh, they’ve got Juno!’” Jo says. “Or a truck driver who transports our product proudly telling someone, ‘You know this is made in New Plymouth?’ That sense of pride from people who don’t even work for us, that’s huge.”
David agrees. “Raising a business is like raising a child. You make mistakes, you learn, you adapt, and then you watch it take on a life of its own. Juno shows up in places we’d never expect. That’s incredibly rewarding.”
Their team has grown, too. Employees are encouraged to explore professional development, even in fields beyond spirits, like office systems, logistics, and e-commerce platforms.
“It’s about helping people grow. Whether that’s our team, our suppliers, or our community,” Jo says.
What’s next?
With their business maturing, Jo and David hope to reclaim a little more personal time.
“We moved home to be near our maunga,” Jo smiles. “And we’ve barely had time to visit. Now might be the moment to restore that balance, spend more time in nature, take care of our health, and enjoy what we’ve built.”
Whatever comes next, their journey remains grounded in purpose, curiosity, and community spirit.
“You don’t always know what the future holds. But if you stay open, work hard, and follow what lights you up – you’ll be amazed where it leads.”