Leading by Example - Nikki Simkins, E11Even Vodka

Leading by Example

E11EVEN VODKA CEO AND CHAIRWOMAN NIKKI SIMKINS PRODUCES VODKA SHE CAN BE PROUD OF

By Terri Marshall

Born and raised in Miami Beach, Nikki Simkins, CEO and Chairwoman of E11EVEN Vodka, still resides in her hometown with her husband and three beautiful kids. When she’s not doing mom duties, she’s producing vodka. “As a longtime vodka connoisseur, I realized there weren't any vodka brands I could personally identify with or be genuinely passionate about. I was adamant about creating a brand that represented my values, celebrating and empowering women to be their best, most authentic selves.” Nikki set out to create a womanowned, exceptionally great-tasting vodka that embodied the clean, fresh, and vibrant characteristics that are the spirit of Miami. In 2020, she launched her own company and licensed the intellectual property of the iconic Miami Ultraclub E11EVEN to create E11EVEN Vodka. Nikki believes that diversity, equity, and inclusion are essential to recruiting the best talent available to build a strong organization. “It ensures that we consider different viewpoints when making decisions about a new marketing initiative and campaign of a product,” she explains. “We want to be thoughtful in everything that we do, which can only occur if we listen and access diverse viewpoints.” Nikki believes it’s also a great way to ensure their brand is always authentically connected to the cultural conversation that is important to their target consumers. “People want to see themselves in the brands they choose,” says Nikki. “As both a CEO and a mother, it is also incredibly important to me to lead by example in everything I do, which is one of the many reasons diversity, equity and inclusion are so crucial to me.”

On the impact of women entering the spirits industry, Nikki believes women offer their own unique viewpoint about the industry and the world, which ultimately better positions a company to reach a wider demographic. “I am proud that the industry is taking steps in the right direction, acknowledging that women and other historically marginalized groups are not only fully capable of holding leadership roles but are innovating in the beverage alcohol industry in unexpected and very successful ways.”

E11EVEN Vodka wanted to capture the incredibly vibrant, diverse and fun characteristics of Miami. So, they created a hand-crafted, 100% natural, locally sourced, premium spirit that is essentially Miami in a bottle. “E11EVEN Vodka brings people seeking to live life to the fullest together to enjoy an exceptionally great-tasting, clean, and natural spirit.”

As a proudly female-founded brand, E11EVEN Vodka supports philanthropic organizations that support women’s initiatives. For example, they donate 11% of all sales proceeds of their limited-edition bottles to women's causes. Every October during Breast Cancer Awareness month, 11% of their Pink bottle sales benefit the Florida Breast Cancer Foundation. During the summer months for Memorial Day and 4th of July, 11% of sales proceeds of their patriotic Flag Bottle benefit GI Josie, an organization that supports female veterans. The company also eagerly sponsors numerous womenled professional events throughout the year.

As for women entering or already in the wine, beer and spirits industry, Nikki offers sage advice. “This is an incredibly dynamic industry with a lot of room for women to innovate and grow. But it’s also very competitive, and you have to be prepared to go up against big brands with greater resources, so it can be hard to break in at first. Believe in yourself and your brand, surround yourself with a great team who are as passionate about the brand as you are, and never, ever give up!”