What is Junipalooza and what makes it different to other events?
Junipalooza is first and foremost a meet the maker gin show, which means we have the owners, founders and/or distillers behind each Gin present. We have roughly 60 Gin exhibitors each year and this therefore makes Junipalooza one of the most unique events when it comes to meeting the people behind your favourite spirits. It’s a show where people get to really learn what makes each Gin different while also trying them neat or in miniature G&T’s.
Junipalooza is also different in the fact that once you’ve purchased a ticket to the show, that’s all you’ll need in order to try anything you fancy at the show. It’s a fantastic opportunity to expand your horizon. Crucially, you can buy bottles direct from the makers themselves, giving you the chance to purchase what or who you believe in.
How has the event evolved since you launched Junipalooza?
It’s really been quite organic which is great to see. We started off with about 15 or 20 Gin producers, which was already a lot at the time, and now snowballed to about 60 every year. Junipalooza has also grown to being international with two other shows, one in Melbourne (which is bigger than London!) and a new one in Sydney. We have plans to reach other countries and cities in the years to come, so it’s really exciting to see the concept appeal abroad.
Since the start, we’ve always kept that promise that the maker will be at the show and that’s never going to change. What has been increasing over the years is that we’re able to host more experiential activities, allowing people to dive into the world of certain Gins as well as more masterclasses exploring hot topics. Gin distilleries also use Junipalooza as a great way to launch exclusives, limited editions or just new gins and that always provides that element of surprise!
Who is Junipalooza for - who will enjoy it?
We always try to make Junipalooza appeal to everyone, for those just starting out on their Gin journey or looking to explore more since there’s so much on offer. However, because we’ve got the makers there in person, we also appeal to those with a passion for gin, a geekiness for the spirit who are there to learn about the distillation process, the recipe formulation and the more intricate aspects of creating a Gin. No matter the knowledge level though, anyone will have a great time at Junipalooza since it’s really all about the love of Gin.
What will be different and new at Junipalooza 2022?
In 2022, we want to bring the fun back to Junipalooza so we’ll have a bar serving cocktails, the food stalls will be operated by 'Feast It' so a fantastic offering and we will have music playing in the courtyards. Perfect for those looking to enjoy their time at the show with friends with glasses full of Gin. We’ve also expanded the show’s footprint slightly to give more space to our newcomers and will be having two experiential rooms at this year’s show. There’s so much to get involved in at Junipalooza and hopefully something to suit everyone’s tastes.
Can you tell us more about the masterclasses running this year?
Olivier Ward, IWSC Head Judge for Gin and Communicator of the Year award winner in 2018, will be running the Masterclass Room in 2022. There’s a whole raft of discussions, talks, panel style debates all while enjoying and discovering more about what makes Gin interesting. They won’t last more than half an hour to ensure they don’t take too much of people’s time and are completely free to attend. The one I think will get everyone talking will be ‘What happens when you are no longer new?’ which looks at how you keep your brand interesting after launch.
Junipalooza 2022 is taking place at Tobacco Docks, London, on Saturday 11th and Sunday 12th June 2022. Book tickets online via Spiritssociety.com