UrFriendCharles is Curating the Black-owned Spirits Business

If you build it they will come. Charles Everett III, founder of URFriendCharles, was known to spotlight alcohol brands and founder stories on social media, but he envisioned more. A website where his community could find Black-owned spirits, wine and beer in one place. No muss, no fuss. After extensive research he couldn’t find what he was looking for, so he decided to build it himself. Years later he now operates one of the largest digital platforms in the alcohol space. Everett shares with Beyondish how he turned a Eureka moment into a tangible brand, the dedication behind operating UrFriendCharles, and how he deals with the weight of his work.

How did you come up with the idea of UrFriendCharles?

UrFriendCharles has always been my personal brand. I’m not some business guru or consultant trying to sell you something. I’ve just always wanted to be that friend you can count on. The one who gives you honest opinions and actually wants to help. I’d already been making TikToks and Reels spotlighting brands, sharing founder stories, building this community on social media, and people kept asking me the same thing: “Where can I actually buy all this stuff in one place?” The truth? Nowhere.

So that moment led you here?

The website itself came together around November 2024. I was working on something that looked totally different from what you see now—basically just a list of products with links. Then it hit me: instead of just pointing people in a direction, why not actually help them discover and buy these products right there? That completely changed everything. I went down this rabbit hole of research, tons of YouTube tutorials, and ended up rebuilding the whole thing from scratch. By April 2025, we officially launched. That’s what UrFriendCharles.com does—it bridges that gap between discovering something cool and actually being able to get it.

There’s so much product out there. How do you choose which products to feature?

It always starts with the founders. I’ve been saying this for years—you don’t need to be a celebrity to be Black excellence. That’s why you won’t find a bunch of celebrity brands on UrFriendCharles.com. I want to make these founders celebrities. Another deciding factor is my search for the founder. The people behind the product matter just as much as what they’re selling. I also feature things I actually love and use. Like, I love kickbacks and card games—so obviously those needed to be on there. And you can’t have a proper kickback without snacks, right? So I added those. Then I thought, good wine needs nice glassware, so I went looking for Black women-owned glassware brands to feature.

Can brands reach out to you to be featured? 

I’m super accessible. Email, Instagram DMs, whatever works. I like meeting people where they are in their journey and figuring out what makes sense for both of us.

UrFriendCharles Founder Charles Everett III.

Your website showcases brands founded by women, African and Caribbean founders, veterans, HBCU graduates, members of the Divine 9 fraternities and sororities, and members of the LGBTQ+ community. You also have a whole section on alternatives. What made you categorize your site that way? 

Honestly, this information didn’t really exist anywhere online. People want to support their communities. I just wanted to make it easy actually to do that. Our community is so vast—different cultures, identities, experiences; all of that deserves to be seen and celebrated. The filters help shoppers find brands they relate to and help founders be fully recognized.

Currently, how many products are featured on the site?

Right now, over 450. Everything from spirits, wine and beer to zero-proof options, bar essentials, snacks, card games, and even books. We’re adding new brands and products all the time. One thing I really want to highlight that makes my site different: I don’t necessarily sell everything that’s on there. Some products are Amazon links, some are directory listings that send people straight to the brand’s website.

That must be difficult with all of the regulations in the alcohol space.

I really wanted UrFriendCharles to be the destination for Black-owned spirits and products in this space. But because of how regulated some of these markets are—especially alcohol—it’s not always possible for me to sell everything directly. There are all kinds of reasons why that might not work. But here’s the thing: I didn’t want someone to come to my site, not find what they’re looking for, and think it doesn’t exist. So even if I can’t sell something directly, there’s still a way for it to be featured on UrFriendCharles.com in some capacity. That was really important to me.

Your site says, ‘We believe in building more than just a bar cart—we’re building community.’ Can you talk about your partnership with GOODProjects and why it was vital to add that community-impact piece to your business? 

So many of the brands I work with give back to their communities, whether through charities or grassroots initiatives. It only felt right for me to do the same. GOODProjects does incredible work here in DC, and honestly, this community helped turn a small-town guy from North Carolina into UrFriendCharles. Giving back to the place that gave so much to me just felt natural. GOODProjects supports everything—year-round tutoring, helping people with basic needs, youth programs, and community initiatives. I couldn’t think of another partner who could create a real, tangible impact, no matter how big or small the contribution.

Realistically, Black-owned margins are still small. How did you push through the noise and decide, “You know what, why not me?”

Honestly, I wasn’t focused on the noise. I was focused on the purpose. I was building something that didn’t exist yet. A site that I would want to see in the world. I love showing people things they didn’t even know were out there and watching their face light up when they discover a new favorite brand or product. At some point, I just stopped waiting for permission and decided to build the thing I wished existed.

The work you’re doing is bigger than I can even capture in one interview. How do you deal with that weight? 

Honestly? Some days—not well. [Laughs.] I try not to carry everything at once. I just focus on the next right thing in front of me. The responsibility is real, but I have to remind myself that I’m human and I can only do my best. I see myself as a connector. I do my part, I do it with care, and I let the work grow at a human pace. When the weight starts feeling heavy, I come back to one simple question: Did I make it easier for someone to be seen, supported, or discovered today? If the answer is yes, that’s enough.

I feel like all creatives have to be rooted in their “why” and sometimes zoom out from looking at the big picture. Your why seems to be your community and your purpose.

When I first started UrFriendCharles, it was really just a creative outlet. I love educating people, showing them things they’ve never seen before, and supporting small businesses. The platform came later. I’m not always going to get everything right, but as long as brands are being seen, people are discovering something new, and I’m living in my purpose? The weight feels manageable.

What does the future of UrFriendCharles look like? 

My vision has definitely evolved. At one point, I thought UrFriendCharles might become like a “Black Amazon” for liquor. But then I realized I’m never going to out-total Total Wine or out-Instacart Instacart. And honestly? I don’t need to. Instead, I see UrFriendCharles becoming more like the Trader Joe’s of Black-owned beer, wine and spirits. Not everything for everyone, but a highly curated spot where people know they can trust what they find and discover something special every time they visit. Long term, it’s all about trust. I want UrFriendCharles to be the place people instinctively think of when they want to buy great products and support their community at the same time. That’s the goal.