UrFriendCharles, Alexander, Va., announced the official launch of UrFriendCharles.com, a groundbreaking eCommerce platform dedicated exclusively to Black-owned spirits.

Founded by content creator Charles Everett, the platform combines curated shopping with cultural storytelling to help consumers discover, support and celebrate underrepresented entrepreneurs in the beverage industry.

“People want to buy Black — they just don’t know where to start,” Everett said in a statement. “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. 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.”

Black founders own less than 2% of spirits brands, according to UrFriendCharles, despite shaping global drink culture. 

UrFriendCharles offers the following capability to help bridge the gap:

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-alcohol 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, the company says.