International Women’s Day is a significant occasion that celebrates the achievements and contributions of women across the globe. One remarkable woman who deserves recognition on this day is Nikki Simkins, the founder and CEO of E11even vodka. As a successful entrepreneur in the male-dominated spirits industry, Nikki has broken barriers and paved the way for other women to excel in this field. Her journey to success is an inspiration to women everywhere, showcasing that with determination and passion, anything is possible. By celebrating International Women’s Day with Nikki Simkins, we not only honor her accomplishments but also empower women around the world to pursue their dreams and make a difference in their chosen industries.
What inspired you to start your vodka brand as a female entrepreneur in the spirits industry?
Growing up in Miami fueled my passion for living a healthy lifestyle, especially drinking and eating clean. I became fascinated with vodka after discovering it has fewer congeners than other spirits categories. Vodka became my spirit of choice, but I quickly realized there weren’t any vodka brands that I identified with. None of them represented strong, independent women in modern American culture. So, I decided to create an exceptionally great-tasting modern American Vodka that embodied Miami’s clean, fresh, and vibrant characteristics and the fierce and fabulous women that are part of it. Most people need to learn that Miami is the only major city in the United States founded by a woman. Today, Miami is arguably the most culturally relevant city in the world and is having a moment right now. Still, it’s always been an incredible place to live, work and raise a family. So it’s only fitting that a female-founded, modern American Vodka be born here. In 2019, I launched my own company and spent over a year carefully researching, developing, and testing hundreds of Vodka recipes, until we perfected what is now E11EVEN Vodka. In 2020, I licensed the intellectual property of E11EVEN, the most successful ultra club in the world and a premier destination in Miami. E11EVEN not only represents the excitement and vibrancy of nightlife in the Magic City, but 11 is also a very lucky and spiritual number.
2. How does your brand reflect your vision for empowering women in traditionally male-dominated industries?
The industry needs to work harder to create gender parity. This is especially true in the spirit start-up arena, where women struggle to get funded. As a female CEO of a spirits brand, I have a responsibility to set an example to others that it can be done. I have a very diverse team that reflects modern society, including women in key leadership roles.
3. Can you share any challenges you faced as a woman while establishing and growing your vodka brand?
3. Can you share any challenges you faced as a woman while establishing and growing your vodka brand?I came into this industry with no prior experience which made navigating all of the compliance and legal aspects of the regulated industry very challenging at first. I also assumed that being a women-owned, local Miami brand would mean that local accounts would want to support us, but in the beginning, we experienced a lot of pushback. Retailers choose the brands they feature very carefully and there is a ton of competition for shelf space and menu mentions. Having a strong and differentiated brand proposition and an award-winning product made a difference and our persistence paid off.
4. In what ways does your vodka brand contribute to the celebration of Women’s International Day and women’s empowerment?
At E11EVEN Vodka we celebrate women’s empowerment all year long. All of our philanthropic efforts benefit charities that support women such as the Florida Breast Cancer Foundation and The Lotus House. To date, we have raised over $100,000 to support various women causes. In addition, we believe in leading by example our executive team is 75% female and are spirits industry leaders.
5. What unique qualities or flavors does your vodka offer that set it apart in the market?
E11EVEN Vodka is meticulously handcrafted by a master distiller through a bespoke process that starts with using only 100% natural corn and 6x distilled in a copper still before its refinement through our proprietary filtration process. It then lies in a state of tranquility before reaching full maturity to become the cleanest, smoothest, ultra-premium vodka that is gluten-free, sugar-free, and carb-free, The taste of E11EVEN Vodka is discernibly clean and well-rounded with subtle notes of citrus peels, cacao nibs with traces of vanilla and cracked peppercorn, leaving a graceful finish that is long and warm.
6. How do you prioritize sustainability and social responsibility within your brand’s operations?
Social responsibility is of paramount importance to our company and how we market our brand to consumers. I also think the industry has a responsibility to improve sustainability wherever feasible – in packaging, production, and marketing. For E11EVEN Vodka we strive to reduce our carbon footprint by using recycled materials and reducing the amount of packaging wherever possible.
7. As a female founder, how do you support and mentor other women aspiring to enter the spirits industry?
As a female CEO, setting an example for others within the industry is extremely important to me. I have made it my mission to hire women in key leadership roles such as our Chief Marketing Officer, Chief Financial and Operations Officer, Marketing Manager, and the list goes on. The industry needs to follow suit!
8. Can you tell us about a particularly memorable moment or achievement in your journey as a vodka entrepreneur?
Winning a double gold medal at the San Francisco Spirits Competition right after we launched was a really big moment for our brand. We worked hard to create an amazing vodka, but to receive such a coveted award was very exciting and humbling. It signaled to consumers and the trade that E11EVEN Vodka was much more than a nightclub vodka and could be enjoyed in classic cocktails and many different drinking occasions in place of other domestic and premium Vodka.
9. What strategies do you employ to overcome obstacles and stay resilient in adversity?
- Be true to yourself and be authentic.
- Don’t take no for an answer. There is always a solution to a problem. Stay positive.
- Be open to ideas and think outside the box. Create a culture that enables the best ideas to rise to the top.
- Hire great people and empower them to shine.
10. Looking ahead, what are your aspirations for the future of your vodka brand and its impact on the industry and society as a whole?
E11EVEN Vodka is at a very exciting point in its growth. Now that we’ve firmly established our brand as one of the fastest-growing vodkas in Florida, we are expanding in May of 2024 to New York, quickly followed by two other markets. We will also be adding additional sizes to our mix.
