Spirits
·
Premium vodka · Miami
·
Social, content & influencer
E11EVEN Vodka was born inside Miami’s most famous nightclub. The job was to take a brand the city already knew — and stretch it into a premium lifestyle position that could travel beyond the velvet rope and beyond Florida. We rebuilt the content engine around Reels, fresh talent, and are designed Instagram aesthetic. The numbers followed.
Client
E11EVEN Vodka
Market
Florida core, national expansion
Scope
Social strategy, content production, influencer, IG rebrand
Audience
Premium lifestyle, 21+, Miami-led
The brief
E11EVEN had cultural capital. What it didn’t have was a content system that could carry the brand outside the room it was born in. As Miami evolved, the brand had to evolve with it — into Reels feeds, into mixologist communities, into cities that had heard of E11EVEN but had never tasted it.
We were brought in to do the work that makes a brand transition real: refresh the look, restock the content shelf, recruit the right creators, and produce against a calendar the brand could keep up with.
What we did
We treated Instagram as the brand’s storefront and Reels as the front door. Everything ladders up to that.
- Content strategy & calendar. A holistic plan aligned to the brand’s lifestyle evolution — visually-driven, high-impact, posted with discipline.
- Reels-first production. Regular content shoots with sourced talent through a partner agency. Premium video, animation, and a continuous flow of fresh assets aligned to the brand’s luxe positioning.
- Instagram rebrand. A new grid look and feel, custom story templates the in-house team could deploy to keep the feed cohesive between shoots.
- Mixologist influencer work. Partnership with Justine Duong (@steenromantic) producing cocktail Reels that put E11EVEN in the hands of a credible craft audience.
- Community engagement. Giveaways, contests, and a steady comment-and-DM rhythm to keep the audience warm between content drops.
Selected work
Creative · Launch
Launch creative.
Premium spirits creative aimed at the shelf and the cocktail moment.
Social · Always-on
Social and creator content.
Always-on social and creator work that took IG engagement from 0.15% to 0.95%.
Media · Drive-to-store
Drive-to-shelf media.
Off-premise media that delivered the highest-ever offline sales for the brand.
The results
0.15% → 0.95%
Instagram engagement rate — more than 6× higher after the content and aesthetic overhaul.
Highest ever
Offline sales for the brand during the campaign window.
Beyond FL
Expansion into non-Florida markets on the back of there built content and influencer footprint.
.png)
Why it worked
Most spirits brands talk about Reels. Few produce at the cadence the platform rewards. We did, and we paired it with creators who already had the craft-cocktail audience E11EVEN needed to reach. The IG rebrand pushed the feed forward instead of looking back at the last chapter.
Engagement went up because the work was good. Offline sales followed because the work pointed at the bottle, not at the agency.
What's next
Then let's plan to get there.
