We Talk with Nikki Simkins: The Mastermind Behind E11EVEN Vodka Transforming Miami’s Scene
Nicole Simkins, born and raised in Miami, is a visionary entrepreneur who has managed to turn her passion for mindfulness and clean living into one of the most influential brands in the premium beverage world. Licensing the intellectual property of E11EVEN, the iconic nightclub that redefined Miami’s nightlife, she created E11EVEN Vodka, an award-winning vodka that has captured the palates of discerning consumers.
Nikki’s dedication to offering exclusive experiences and her ability to blend lifestyle with high-quality products are evident in every facet of her brand and have proven her to be an unstoppable force in the industry. As a mother of three and a tireless businesswoman, Nikki balances her personal and professional life with grace, leading projects that celebrate not only exclusivity but also innovation. Under her leadership, E11EVEN Vodka has become a symbol of sophistication and success, setting an unmatched standard in the market.
Interviewer: Your story is deeply rooted in Miami. How has this city influenced your vision and the growth of the E11EVEN brand?
Nikki Simkins: Miami is at the heart of everything we do. I grew up here, and the city’s energy is unlike anywhere else. The sun, the ocean, the nightlife—it’s vibrant and alive. I always felt a connection to that clean, fresh Miami lifestyle, which is why I’m so passionate about eating and drinking clean. When I saw a gap in the market for a vodka that reflected that energy and vibe, I knew we had something special. And Miami itself—being the only major U.S. city founded by a woman—felt like the perfect place to launch a brand that celebrates strong, independent women.
Interviewer: E11EVEN Vodka has quickly established itself in the premium market. What do you think sets your vodka apart from the rest?
Nikki Simkins: We’re so proud of how E11EVEN Vodka has been embraced. For me, it was about creating something that felt personal, something I could identify with. I saw a disconnect between existing vodka brands and modern American culture, especially for women. We set out to craft a vodka that not only tasted incredible but also represented the vibrant, fierce energy of women today. It’s six times distilled, all-natural corn-based, gluten-free, sugar-free, carb-free—there’s a real commitment to quality. The flavor is clean, with hints of citrus and cacao, and there’s this smooth, warm finish. It’s not just a product; it’s an experience.
Interviewer: The E11EVEN brand is associated with exclusive, high-end experiences. How do you translate that sense of luxury and energy into your vodka?
Nikki Simkins: We want E11EVEN Vodka to embody that high-energy, exclusive experience you get at the E11EVEN Miami nightclub. We’re more than a brand—we’re a movement. It’s about LIVING LIKE AN 11, which means showing up as your best, most empowered self. It’s a lifestyle that celebrates women, wellness, and energy. Whether you’re mixing up a drink with fresh, natural ingredients or toasting with friends at the hottest spots in the city, E11EVEN Vodka E11EVATES every moment.
Interviewer: What values do you believe define you as a businesswoman and mother of three, and how have those values impacted the development of your brands?
Nikki Simkins: Motherhood has shaped me in so many ways, both personally and professionally. I always say, if I can handle three kids, I can handle anything! But seriously, I’m deeply committed to women’s empowerment, which drives everything we do at E11EVEN Vodka. We give back to organizations that support women, like the Florida Breast Cancer Foundation. I believe that as women, we have a responsibility to lift each other up, and that’s a value I carry into both my business and my life at home.
Michael & Nikki Simkins
Interviewer: E11EVEN is more than a beverage brand; it’s a lifestyle. How do you maintain consistency in all aspects of the brand, from the nightclub to the vodka?
Nikki Simkins: LIVING LIKE AN 11is a mindset. It’s about showing up fully in every aspect of your life—whether you’re at work, with friends, or just relaxing at home. That’s the energy we bring to E11EVEN Vodka. We want people to feel empowered and inspired when they engage with the brand. Whether it’s the design of the bottle, the flavor, or the partnerships we build, everything is about turning the ordinary into the extraordinary.
Interviewer: E11EVEN Vodka has won several prestigious awards. How did you receive these recognitions, and what do they mean to you in terms of validation and growth?
Nikki Simkins: Winning a double gold at the San Francisco Spirits Competition so early on was a huge moment for us. It felt like validation that all our hard work was paying off. It showed the world that we’re not just another nightlife brand; we’re serious about the craft. Those awards, like our recent Gold from TAG Global Spirit Awards, affirm that we’ve created something truly special. It’s exciting to see people recognizing the quality and passion behind what we do.
Interviewer: Collaboration and partnership seem to be key to E11EVEN’s success. How do you manage those relationships to ensure your vision remains intact?
Nikki Simkins: Collaboration is at the core of our brand. We partner with incredible people and brands, and it’s essential that our vision aligns. It’s about finding partners who share our values and understand that E11EVEN Vodka isn’t just about selling a product—it’s about elevating experiences. When everyone involved shares that passion, the magic happens.
Interviewer: Entertainment and high energy are pillars of E11EVEN. How do you capture that same essence in a product like vodka, which is consumed in such a different way?
Nikki Simkins: The magic of E11EVEN Vodka is that it captures the essence of Miami and that electrifying nightclub energy. From the moment you open a bottle, it’s like stepping into an 11 out of 10 experience. It’s that connection, whether you’re hosting friends at home or celebrating out on the town, that makes it more than just vodka. It’s the spirit of the city in every sip.
Interviewer: As a female entrepreneur in the beverage industry, what have been some of the biggest challenges you’ve faced, and how have you overcome them?
Nikki Simkins: It hasn’t always been easy, especially as someone new to the spirits industry. Navigating all the legal and compliance regulations was challenging, and getting buy-in from retailers wasn’t instant. But I believed in our product and our vision. Persistence, passion, and an unwavering belief in what we were doing helped us break through. And now, seeing how we’re making waves in the industry, it feels like all those challenges were worth it.
Interviewer: Miami has a sophisticated and demanding audience. How have you tailored your products to meet the expectations of this exclusive market?
Nikki Simkins: Miami demands the best, and that’s what we set out to deliver with E11EVEN Vodka. The brand is synonymous with luxury, exclusivity, and the high-energy lifestyle Miami is known for. We’re part of the fabric of this city, and we’re proud to represent the spirit of Miami through our vodka.
Interviewer: E11EVEN Vodka’s packaging is sleek and modern. How important is design to you, and how do you think it contributes to the perception of the brand?
Nikki Simkins: Design was everything for us. The bottle is the first touchpoint with consumers, so it had to be striking. It needed to tell the story of E11EVEN—Miami’s high energy, exclusivity, and style—at first glance. We wanted it to stand out on the shelf and feel like an invitation to experience something extraordinary.
Interviewer: Your life as a businesswoman and mother must be hectic. How do you balance the demands of the business with your personal and family life?
Nikki Simkins: It’s a constant juggling act, but I wouldn’t trade it for anything. My kids are my greatest joy, and they keep me grounded. Running a business like E11EVEN Vodka is challenging, but I’ve found that it’s all about time management and surrounding yourself with a supportive team. And honestly, being a mom makes me a better leader. It’s taught me patience, perseverance, and the importance of nurturing those around you.
Interviewer: E11EVEN has already achieved so much, but what can we expect in the future? Are there any new products or expansions on the horizon?
Nikki Simkins: We’re in such an exciting phase. We’ve recently launched in New York, and we’re planning targeted expansion to other states soon. We’re also adding new bottle sizes and looking at innovative ways to reach even more consumers like our Limited Edition Artist Series bottle which sold out in two months! There’s a lot on the horizon, and I can’t wait to see where we go next.
Interviewer: If you could describe the perfect experience of enjoying E11EVEN Vodka in one word, what would it be and why?
Nikki Simkins: E11EVATE! That’s what we’re all about—taking life to the next level and making every moment unforgettable.
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