Juni Media Kit

Old Tom Gin 2022

Media Kit



Who the Heck Are We? 4

Creative Brief 5

Media Release 7

I’ve Literally Never Heard of Juni 9

Yeah We Look this Good 11
Social Justice Plan 14
Catch Me in Cosmo 15
Juni Loves the ‘Gram 17



Who are we? Wouldn’t you like to know? Our story starts out as the
best stories do, at a bar. Founder, Elise Heinze, was out with the girls
and was sick of ordering vodka lemonades. She took advice from
the one and only Snoop Dawg and ordered herself a gin and juice.
She and the girls set off to make gin and juice, the new go-to drink!

Flash forward five years, and Juni came to life. Juni is not your
mother’s gin; it’s yours (so it must be better). This badass-
female-owned company prides itself in making happy hour any
hour.

As an FYI: the name Juni comes from juniper, which is the main
flavor in every type of gin. It is distilled and bottled in the United
States so that you don’t pay as much as the other guys charge you.
We want young people to drink high-quality, inexpensive gin, so we
figured we’d make it ourselves.

Sometimes gin seems lame, and we don’t do lame here. So, we
added sparkles to our gin because that’s awesome! Every bottle of
Juni comes with a contract. By opening this bottle, I solemnly swear
that I’m ready to party. Are you ready to pour yourself a party?

Background:
Juni is a new brand of Old Tom gin. This project outlines details for creating
marketing and branding materials surrounding the launch of the new product.

Marketing Objective:
Launch Juni in liquor stores and select bars, generate awareness, and initial
sales of the product.

Advertising Communication Objective:
-Establish an energetic and desirable image for Juni.
-Position Juni as the new brand of liquor that young people choose to drink.
-Emphasize the new product and how inexpensive it is.

Advertising Strategy:
Create innovative and outside of the box marketing materials that speak to
college students and recently graduated individuals.

Target Audience:
As Juni is a liquor created to be more accessible and inexpensive, the target is
comprised of men and women aged 21-35, single or recently married, with a
lower level of income that enjoy “party culture.” Our target tends to shop at
lower end liquor stores like Binny’s or Total Wine.

Competitive Frame:
This brand will compete with other gin and liquor brands especially those that
cater to younger audiences, such as Tito’s, Jose Cuervo, Bombay and
Tanqueray. Juni will not be marketed as an expensive or exclusive product,
rather, it will be displayed for the value it holds.

Current Position:
Although Juni is new and there is no knowledge about the brand, the perception
in the market place is that there are a number of gin brands that cater to dif-
ferent audiences. Many brands focus on older demographics that enjoy alcohol
consumption in environments different that the norm of our target audience.

Desired Position:
Juni is a fun, energetic, exciting brand that caters toward young people that
enjoy party and drinking culture.

Consumer Promise:
Juni is a liquor that is inexpensive but delicious. It allows me to try something
new without breaking the bank, understand more about the liquor, and
promotes my preferred drinking lifestyle.

Reasons Why:
-Inexpensive – distilled in the US to lower import costs
-High quality – meets or exceeds the gin standards
-U.S.A. made – can ensure labor had good working conditions and
compensation

Marketing Copy:
-Juni: Don’t Limit Happy to an Hour
-Not your mother’s gin
-Find it in a liquor store near you
-For more information visit www.junigin.com

Call to Action:
Don’t limit happy to an hour with Juni. Find out where you can pour the party
at www.junigin.com

Tone & Manner:
Exciting, fun, energetic, youthful.

Measurements:
Sales will be tracked and people buying Juni will be asked to complete a
survey.

We’re shooting our shot with the best, most
influential partiers we can think of: lifestyle
journalists, bartending influencers, college
newspapers, and university representatives.
We’re telling them why Juni is the best gin on
the market. Why are we special? Juni leaves
you enough cash to get fast food after your
night out, tastes amazing at any party, and it
sparkles (literally)! Journalists will want to run
to the store and grab Juni themselves before it
flies off the shelves. We want more buzz about
Juni leading up to and after its release date.
Our journalists will be thirsty for more
information about Juni. In no time, they’ll
solemnly swear that they(and their readers)
are ready to party!

FOR IMMEDIATE RELEASE
April 5, 2022

Contact: Elise Heinze
Public Relations
Juni

Phone: 847-989-7464
Email: [email protected]
Juni is the Newest Gin Hitting Liquor Stores in College Towns Across America
Are you ready to party?

CHICAGO, April 5, 2022 – Juni is the gin you didn’t know you needed. This brand-new
product, Juni, is the hottest thing to hit the market since sliced bread. Don’t believe it?
You’ll be buzzing about this new product in no time.

Juni is the first gin on the market to cater to a young demographic of legal drinkers. Not
only is it inexpensive, delicious, and easily accessible, but it’s also covered in glitter,
literally.

“College students prefer vodka,” according to David Klemt of bar & restaurant.

Most college drinkers immediately reach for a bottle of vodka or tequila when getting
ready to rage. Juni is ready to change that narrative with its exciting look and amazing
taste.

This old tom gin has a surprisingly smooth taste with a classic juniper flavor. Not only
does it taste delicious, but Juni is also distilled and bottled in the United States, lowering
production and sales costs.

“Juni is an unexpected player in this summer’s drinking game,” said Barstool
representative Josh Richards. “I can’t wait to see what I can do with this brand.”

Juni is here to change the way that this generation views gin. The glittery aesthetic
appeals and the brand’s push for a party encourages consumers to let loose and have
fun. Soon enough, everyone will be solemnly swearing that they’re ready to party with
Juni.

Juni is a female-owned and operated liquor creation and distribution company
committed to providing quality drinks that give you the push you need to do something
great. Some of the best ideas were created at a bar’s counter with a drink in hand. Juni
encourages its consumers to dream bigger and give themselves the push to do
something that scares them. Visit www.JuniGin.com to learn more about the company.

###

Juni isn’t like other gins. Here are the basics.
Juni is produced and bottled here, in the
United States. Even though all gin is made from
juniper berries, our berries are grown in Utah
to keep production costs low and more money
in your pocket. Juni is 42% alcohol by volume
and 94 proof giving other brands some real
competition.

To be labeled a gin, you have to meet a ton of
high standards. Luckily, we at Juni keep our
standards high and raise our drinks higher. Juni
is an old tom gin which means that it’s sweeter
than London dry or Plymouth gins.

To make sure our gin really started the party,
we added edible glitter to our liquor. You’ll
always know you’re drinking Juni when you sip
on sparkles!



It’s hard to look this good, but somehow we
manage. Juni stays on-brand with its
signature glittery style. Sustainability is cool,
so we only use bottles, labels, and adhesives
that are 100% recyclable.
Pictured to the right are our standard bottles,
but Juni always has a way of spicing things up.
Limited edition summertime bottles have an
extra bit of sparkle. You won’t want to miss out
on our caps that double as glittery shot
glasses.
Our other limited edition bottle hits shelves in
October during domestic violence awareness
month. This purple bottle supports the
Connections for Abused Women and their
Children, which will be explained later in the kit.

Front Back

12 in

9.5 in circumference



Let’s get serious. There are many social justice
issues that Juni is passionate about; however,
Connections for Abused Women and their
Children is extremely important to us. Many
environments of abuse are perpetuated by
alcohol usage. We at Juni do not condone any
abusive behavior. Our partnership with CAWC
allows us to donate and help women in abusive
environments begin to heal and grow.

Juni has created a limited-edition purple bottle
that will circulate in October, domestic
awareness abuse month. 20% of the profits of
this batch will go directly to the CAWC. When
these bottles are not in circulation, 5% of our
sales will be donated to CAWC. Juni believes
that it is essential that we help women and
their children regain their sparkle.

A lot of our awesome drinkers read the
sparkling Cosmopolitan Magazine.
Cosmopolitan mainly targets 18-34-year-old
women, but everyone knows anyone can be a
Cosmo girl. Juni wants to make sure that these
readers know they can sip on sparkles and
party on!
In our ad, we wanted to show off all of the fun
that Juni drinkers have! Our signature sparkles
and popping pink text catch the eye of any
reader.
We made sure that no Cosmo girl was left off
the guest list. We made sure that they could
solemnly swear to be ready to party by
making our ad 7.25” x 10.375” aka
Cosmopolitan Magazine’s non-bleed specs.



All for the ‘gram! Our target audience is obsessed
with Instagram, and so are we. Juni’s sparkle
makes it the most Insta-worthy liquor on the
market. Our brand theme, “fratphoria,” is a
dazzling mix between a stereotypical college party
and the aesthetic of the hit show Euphoria.
We want everyone to know how awesome Juni is,
especially with summer right around the corner.
Juni is kicking off the summer with our
#Junisparklingsummer campaign! Our limited-
edition bottles comewith sparkly shot glasses for
the cap, perfect for a cute summer Insta-pic!
Our bright neon colors and in-your-face glitter will
help make Juni a top-of-mind brand. Having all of
that glittery attention on us will also help us reach
our goals of growing sales by 4%, increasing social
media interactions by 8%, and discovering some
shiny college ambassadors for our brand!