The spirits industry is getting a major shake-up, and it’s happening online. While Black culture has shaped drinking trends for decades, Black founders own less than 2% of spirits brands. Now, one tech-savvy entrepreneur is changing that story with a groundbreaking platform.
From TikTok Hobby to Business Empire
Charles Everett, the founder of UrFriendCharles, has turned a TikTok hobby into a nationwide e-commerce business. What started as pandemic boredom became something bigger. During lockdown, the Washington D.C. resident spent time building out his bar and sharing Black-owned spirits on social media.
This simple hobby grew into the first bev-alc e-commerce site entirely devoted to Black-owned products. Today, UrFriendCharles connects consumers with brands they can’t find in regular stores.
Breaking Down the Numbers
The stats tell a shocking story. Less than 1% of liquor stores in America are Black-owned. Meanwhile, most retail locations carry thousands of spirits, but typically less than 2% of the brands on sale will be Black-owned.
This gap inspired Everett to create change. His platform launched in April 2025 with impressive reach. The site carries 150 products and ships to 44 states, with plans to add 100 more products by year’s end.
Smart Tech Meets Spirit Shopping
AI-Powered Discovery
Shopping for spirits just got smarter. The platform features “Lil Charles,” an AI chatbot that helps customers find Black-owned spirits based on their taste preferences. This tech makes discovering new brands easy and fun.
More Than Just Shopping
The platform offers founder stories, tasting notes, and exclusive deals. Customers don’t just buy bottles – they learn about the people behind the brands. This personal touch sets UrFriendCharles apart from big retailers.
Supporting Small Business Growth
The platform does more than sell products. UrFriendCharles maintains a directory of over 295 Black-owned wine shops, liquor stores, and spirits retailers across the country. This helps customers find local Black-owned stores in their area.
Real Impact on Communities
Every purchase makes a difference. The platform helps people “vote with their dollar and discover small brands – not just whatever a celebrity says is hot”. This approach supports real entrepreneurs building businesses from the ground up.
The Bigger Picture
Industry Recognition
The spirits world is taking notice. Major publications cover the platform’s growth, showing how one person’s idea can shake up entire industries. The success proves there’s real demand for diverse spirits options.
What’s Next
The site carries beer, wine, liquor and some non-alcoholic brands, giving customers many choices. As the platform grows, it could change how Americans discover and buy spirits.
Why This Matters Now
Consumer habits are shifting. People want to support businesses that match their values. UrFriendCharles makes this easy by bringing together brands that might otherwise stay hidden on small store shelves.
The platform shows how technology can solve old problems. By using e-commerce and AI, Everett created a solution that works for both brands and customers.
This story proves that one person with a good idea can make real change. From social media posts to a thriving business, UrFriendCharles is writing a new chapter in the spirits industry. The platform gives small brands a fighting chance and helps customers discover amazing products they never knew existed.
The success of UrFriendCharles signals a bigger trend. Consumers are ready to support diverse brands when given easy ways to find them. This could be just the beginning of major changes in how Americans shop for spirits.
