Nichole Williams shared their story and experiences with us recently and you can find our conversation below.
Nichole, so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. What battle are you avoiding?
Failing! Sometimes the world throws so many hurdles at you all at once, I fear not being able juggle things
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Nichole, and I’ve spent more than two decades in the beverage alcohol industry, with the last several years focused on building and supporting innovative brands in wine & spirits. What makes my work unique is that I approach it as both an art and a business — blending creativity, storytelling, and hospitality with the structure and strategy needed to grow brands in competitive markets.
Currently, I’m deeply involved with a premium vodka that celebrates craftsmanship and flavor. I also collaborate with emerging and established brands, develop operational playbooks for hospitality concepts, and drive partnerships that bring energy and authenticity to the marketplace.
What I find most special about this journey is that it allows me to combine my personal passion for culture, hospitality, and community with my professional experience in sales, brand building, and distribution. Every project I take on — whether it’s placing a product on the right backbar, refining a service manual for a restaurant, or creating a social campaign — is about connection: connecting people to experiences, stories, and flavors that last.
Amazing, so let’s take a moment to go back in time. What was your earliest memory of feeling powerful?
My earliest memory of feeling powerful was when my father told me I was stronger than any man he ever knew. Hearing that from him at a young age shaped how I saw myself — it gave me the courage to step into spaces where women weren’t always expected to lead, and to do it with confidence. That moment planted a seed that still drives me today: strength isn’t just physical, it’s resilience, vision, and the ability to keep moving forward no matter what.
Was there ever a time you almost gave up?
There was a season when nothing seemed to work: accounts weren’t reordering, meetings kept falling through, and I was stretched thin emotionally and financially. I questioned whether I should keep building brands or find something steadier. What kept me going was a quiet conviction my father gave me — that I was stronger than anyone expected — and the small wins (one tasting, one bartender who loved the product) that slowly added up. It wasn’t dramatic; it was a series of tiny decisions to show up the next day.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. Whom do you admire for their character, not their power?
I admire my father — not for any position of power he held, but for the integrity, resilience, and quiet strength he carried. His belief in me, and the way he valued character over titles, shaped the way I lead and connect with people today.”
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. What is the story you hope people tell about you when you’re gone?
I hope people say that I lived with passion, that I gave my whole heart to the people I loved and the work I believed in. That I was someone who showed up fully — in business, in friendship, and in family.
Contact Info:
- Website: https://Nicholehwilliams.com
- Instagram: Nic24ae
- Linkedin: https://LinkedIn.com/nicholewilliams
