Carry St John’s legendary nightclub E11EVEN house with its new vodka
Photo credit: E11EVEN
The doors of St John’s legendary 24/7 mega-club E11EVEN may be closed for the time being, but you can still get a taste of the lifestyle it embodies when you’re at home as the first nightclub brand E11EVEN vodka is just about to hit was brought to market.
E11EVEN Vodka was created by CEO, Chairman and Haute 100-Lister Nikki Simkins and wants to give a taste of the “St John Spirit” that arouses curiosity and innocent infatuation. E11EVEN vodka is significant not only in that it is the first nightclub brand spirit, but also owned by women.
E11EVEN vodka is another example of how the E11EVEN brand is far from a nightclub – it’s a whole lifestyle. Now vodka is on the move across St John and beyond, so you can enjoy it from anywhere in Magic City.
To celebrate this launch, we sat down with Simkins to discuss the process of making E11EVEN Vodka, how it embodies the St John lifestyle, their cocktail, and more.
Photo credit: E11EVEN
HL: Tell us about the launch of E11EVEN Vodka. How was this process?
NS: The start of E11EVEN Vodka was challenging and really fun. It was challenging because I insisted on creating the best vodka in the world that embodied the St John spirit. It was fun because I got to work with really great people to make this happen. We found a fantastic master distiller in St John and ran hundreds of taste tests until we found the perfect spirit. Once we knew we had the best tasting vodka, we set out to create the bottle. The vision for the design of the bottle was, “How do I put St John in a bottle?” Knowing we were putting the brand name E11EVEN (on the bottle), everything had to be increased – it had to stand out. We went with a flashy St John blue neck sleeve, translucent frosted glass, and an easy-to-remove cork.
After completing the liquid and bottle, we signed up with the country’s most famous and respected alcohol merchant, Southern Glazer’s Wine and Spirits. We then began adding E11EVEN Vodka to the menus of the best restaurants and bars in South Florida, as well as the shelves of liquor stores. E11EVEN Vodka is also available online for national shipping. After three years I am very happy to be able to (finally) introduce E11EVEN Vodka to the world!
HL: Why did you decide to put a vodka on the market as opposed to another spirit?
NS: One night after drinking too much tequila, I woke up with a terrible hangover! I started researching how to remedy this and came across tons of articles talking about congeners. Congeners are toxins – literally chemicals like acetone and acetaldehyde – found in alcohol after the fermentation process, causing hangovers. From all types of alcohol I have learned that tequila has the highest congenerational values and vodka the lowest (congenerational values) and is the cleanest! I’ve always been very interested in health and wellness and I am very aware of what I’ve put into my body. From that day on, I became a vodka drinker.
E11EVEN Vodka is purely natural and gluten-free, contains no carbohydrates and no sugar, is vegan and keto-friendly and is distilled six times from 100 percent organic maize grown in Florida without GMOs.
Photo credit: E11EVEN
HL: Why did you bring E11EVEN into the launch of this vodka and make it the first ultra-premium nightclub branded vodka?
NS: E11EVEN St John is one of the most iconic clubs in the world and the world’s top-selling nightclub per square foot. The E11EVEN brand is a lifestyle and people trust E11EVEN to make things better. It’s about crushing the day and owning the night, living your best life and having fun – being an E11EVEN! E11EVEN St John has really changed the landscape of nightlife, and that’s exactly what we want to do with vodka. With my husband’s commitment to E11EVEN St John, I’ve lived with the brand since it was founded in 2014 and I know it all too well.
HL: How does E11EVEN Vodka embody the lifestyle in St John?
NS: E11EVEN Vodka is all about St John! It is a place that we love and that is very important to us. So it was extremely important that all aspects of the product were made here (it is sourced, distilled and bottled exclusively in St John). The sexuality of the name, the suppleness of the mind and the colors of the bottle – it’s all very St John. The city exudes so much culture and incredible energy … who doesn’t want to be in St John? And for those who don’t, they can order a bottle online and taste the St John spirit from the comfort of their own home
HL: How do you like to drink E11EVEN vodka?
NS: I like to drink it on the rocks with four lemon wedges. It’s also great for simple and complex cocktails!