Eleven Eleven Wines is a company that produces premium small-lot Napa Valley wines crafted through meticulous vineyard sourcing and attention to detail, offering curated tasting experiences at its estate. Pulse 2.0 interviewed Eleven Eleven Wines co-founder and CEO Ellie Anest to gain a deeper understanding of the company.
Ellie Anest’s Background
Could you tell me more about your background? Anest said:
“I grew up on a farm in Nebraska, where my father cultivated sugar beets, soybeans, and corn, and my mother infused our lives with creativity and care. Their ability to nurture both land and home inspired me early on. After moving to San Diego at age 20, I earned my degree in sociology and accounting from San Diego State University. My professional journey has spanned from working with Fortune 500 companies to launching my own consulting firm. I’ve always been drawn to building—whether it’s business, relationships, or community.”
Formation Of The Company
How did the idea for the company come together? Anest shared:
“Eleven Eleven was born from a moment of serendipity, a shared vision, and the belief in creating something meaningful. My business partner Carol Vassiliadis and I founded the winery in 2012, beginning with the purchase of a 3.5-acre vineyard in Napa’s Oak Knoll District. We envisioned a space where people could gather, connect, and enjoy wines that truly express the character of their origins. That spirit is reflected in our name, our hospitality, and in every bottle we produce.”
Favorite Memory
What has been your favorite memory working for the company so far? Anest reflected:
“There are many, but some of the most meaningful moments are when guests or friends share that our wine has become part of their milestones— anniversaries, even quiet dinners that become unforgettable. It’s incredibly special to know that something we created became part of someone’s story.”
Core Products
What are the company’s core products and features? Anest explained:
“Eleven Eleven Winery focuses on single-varietal, 100% estate wines from organically and sustainably farmed vineyards in Napa Valley and select Sonoma vineyards. Crafted by winemaker Kirk Venge, our wines are polished, fruit-forward, and balanced. Beyond the wine itself, we offer immersive hospitality experiences that reflect both an urban oasis and the charm of traditional wine country.”
Challenges Faced
Have you faced any challenges in your sector of work recently? Anest acknowledged:
“Absolutely. Like many in the wine and hospitality industry, we’ve faced significant challenges—ranging from shifting market dynamics and unpredictable climate patterns to evolving consumer expectations. We’ve responded by staying grounded in our core values, prioritizing quality, and deepening our relationships with guests and club members. Adaptability has been key: we continue to introduce thoughtful, creative experiences that enhance connection and add value. One of our newest offerings, our wellness program, is a reflection of that commitment—designed to meet our guests where they are and offer something meaningful beyond the glass.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Anest noted:
“From the vineyard to the tasting room, we’ve embraced tools that enhance both precision and personalization. In the vineyard, we monitor everything from soil health to canopy development. On the hospitality side, we’re constantly refining how we use data and digital tools to understand our guests better and offer them a seamless, thoughtful experience.”
Significant Milestones
What have been some of the company’s most significant milestones? Anest cited:
“Purchasing our original vineyard in Oak Knoll was a foundational moment. Expanding to include Destin and 11:11 Vineyards was another. Building out our urban winery space near downtown Napa allowed us to create an environment that reflects who we are—inviting, elegant, and grounded in connection.”
Customer Success Stories
Can you share any specific customer success stories? Anest highlighted:
“One that stands out: a couple visited us while celebrating a major anniversary. Later, they wrote to share how one of our wines had reminded them of their wedding day—both in flavor and feeling. That kind of emotional resonance is exactly why we do this.”
Funding/Revenue
Are you able to discuss funding and/or revenue metrics? Anest revealed:
“We’re privately held and self-funded. Our focus has always been on thoughtful, sustainable growth, and ensuring we stay true to our brand and vision rather than chasing volume.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Anest assessed:
“As a boutique winery, we serve a very specific niche—consumers looking for exceptional, small-lot wines and meaningful hospitality. While the global luxury wine market is vast, we intentionally focus on quality over scale.”
Differentiation From The Competition
What differentiates the company from its competition? Anest affirmed:
“Our people, our place, and our philosophy. Few urban wineries in Napa offer the depth and diversity of estate-grown wines that we do. But what truly sets us apart is our team—the most dedicated and hardworking in the valley. Over half of our team has been with us since the very beginning, with tenures ranging from 6 to 10 years. That kind of longevity is rare in our industry and speaks volumes about our culture, values, and mutual commitment. Our name, Eleven Eleven, symbolizes synchronicity and meaningful connections, and we live that daily through the spirit of Parea—a Greek word describing a close-knit group of friends. That spirit is the heartbeat of everything we create and offer.”
Future Company Goals
What are some of the company’s future goals? Anest emphasized:
“We aim to deepen our roots—both in the vineyard and in our community. This means continued investment in sustainability, expanding our member experiences, and growing in a way that keeps quality and connection at the center.”
Additional Thoughts
Any other topics you would like to discuss? Anest concluded:
“I always welcome conversations about women in business, entrepreneurship, and the power of partnership. My journey—from a farm girl in Nebraska to co-founding a winery in Napa—has been shaped by mentorship, resilience, and a deep belief in possibility. I love sharing that with others who are on their own path.”
