This New Platform Is Making It Easier To Buy Black-Owned Spirits

A new e-commerce platform dedicated exclusively to Black-owned spirits is up and running. UrFriendCharles.com is home to over 150 products, with plans to add 100 more by the end of the year. The website offers users a curated experience for consumers seeking to purchase liquor from Black-owned businesses, as stated in a press release.

Spotlighting Black-owned brands

UrFriendCharles.com was founded by Charles Everett, a content creator and advocate with a background in supply chain management. With a cumulative following of over 100,000 on Instagram and TikTok, Everett is known for spotlighting Black-owned spirits brands. UrFriendCharles is the continuation of Everett’s work — helping consumers “vote with their dollar” while giving small brands the spotlight.

“Walk into a liquor store and you’re looking at hundreds, sometimes thousands of bottles. Even seasoned drinkers might only recognize a handful of names. That makes it hard for smaller brands — especially Black-owned ones — to stand out,” Everett says. “UrFriendCharles gives them a spotlight — and gives shoppers an easy way to vote with their dollars.”

Supporting Black-owned brands

Black founders own less than 2% of spirits brands, but UrFriendCharles bridges that gap through its offerings. The platform offers nationwide access to Black-owned spirits, shipping to 44 states, and features Lil Charles, an AI chatbot that helps users find Black-owned alternatives to their favorite drinks—including non-alcoholic options.

UrFriendCharles also hosts a detailed database of Black-owned alcohol brands, searchable by categories such as women-owned, LGBTQ-owned, HBCU-founded, and more. Its Black-Owned Beer Guide connects users to local breweries, while expert-led content on whiskey, wine, and cocktails makes the world of spirits more accessible—without the usual gatekeeping.

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