UrFriendCharles.com launches as the largest platform for Black-owned spirits

UrFriendCharles.com, an e-commerce platform dedicated exclusively to Black-owned spirits, has officially launched.

With over 150 products at launch and plans to add 100 more by year’s end, the site offers a curated experience for consumers who want to diversify their shelves while supporting underrepresented founders.

About UrFriendCharles

Founded by content creator and advocate Charles Everett, UrFriendCharles solves a common frustration: “People want to buy Black — they just don’t know where to start.”

“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 says Everett.

“Many of these brands don’t have celebrity deals or big budgets, but they’re making incredible products. UrFriendCharles gives them a spotlight — and gives shoppers an easy way to vote with their dollars,” said Everett.

Why it matters

Black founders own less than 2% of spirits brands, despite shaping global drink culture. UrFriendCharles bridges the gap with:

• Nationwide Access – Ships to 44 states
• AI-Powered Matchmaking – Chat with Lil Charles, the platform’s AI chatbot, to find Black-owned alternatives to your go-to favorites
• Discover by Identity – Filter by HBCU grad, Divine 9, women-owned, LGBTQ+, veteran, Caribbean/African founders, and more
• Beyond Online Shopping – Use the Black-owned brewery locator and liquor store finder to support local businesses
• Zero-Proof Love – Dedicated section for non-alcoholic options

Everett is best known online for creating viral content spotlighting Black-owned spirits brands. With millions of views and a loyal following, UrFriendCharles is the next evolution of his work “helping consumers ‘vote with their dollar’ while offering small brands a real opportunity to grow their reach.”