REH Liquids

Charlotte Smith is a 21-year-old founder based in Melbourne, and the girl behind REH Liquids, a boutique, female-founded bottle shop and experience space that’s all about reimagining how we drink. She co-founded REH with her mum, and REH is pronounced “ray” (her backwards)! Charlotte created REH because she was sick of how impersonal and overwhelming bottle shops could be, wanting to build a space that felt curated, beautiful, and welcoming, especially for women. A space where you could walk in, ask questions, feel seen, and leave with something amazing. Most days, Charlotte juggles everything: running the floor, sourcing new brands, posting on social media, designing events, packing orders, and responding to messages. It’s chaotic but worth it. This isn’t just a business to her, it's a lifestyle choice, a creative outlet, and a community. REH is the kind of store she always wanted but could never find. Instead, she made it.

What was the story and inspiration behind creating REH liquids? Was owning a bottle shop something on your radar in the past?

Honestly, owning a bottle shop was never the dream. I always imagined I’d end up in fashion, but definitely not building a retail store at 21. But REH happened so naturally, it kind of chose me.

I was two years out of school, spending heaps of time with my mum, and personally obsessed with buying and trying locally made drinks. I realised that big bottle shops (and most independents) were honestly so overwhelming and, to be honest, kind of gross. They never had what I actually wanted. I wasn’t after cruisers, cider or a craft beer. I wanted something thoughtful, beautiful, something that matched how I wanted to feel (and my outfit). It just didn’t exist.

That was the “aha” moment. I thought, why doesn’t a bottle shop for the girlies exist? But more than that: a bottle shop that supports the girlies, teaches the girlies, and creates space for all kinds of drinking. Not just the standard “get drunk for as cheap as possible” culture Australia’s built on. For me, REH was always about education and elevation. We care so much about what food we eat, what’s in our skincare, but no one questions what we’re drinking. My mum always says, “We live in a country of drinkers, yet no one knows what they’re drinking.” So REH became about shining light on what goes into our bodies, championing small Australian makers, and curating a real selection of non-alcoholic options. Drinking every day isn’t the goal, but treating yourself well is.

REH is also about the economy and the community. It's a closed loop; we support local, and when our customers spend here, the money stays here. It's entirely women supporting women in a bottle.

And REH? She’s not just a store. She’s a personality. She’s that girl.

What was the process of starting a bottle shop, such as organising leases, working out names, organising licensing, marketing, designing, etc? Were there any challenging moments while starting?

REH didn’t happen overnight. We started concepting in late 2022, after years of research and learning. We dove straight into a business plan and spent nearly two years deep in R&D to make sure every drink we stocked deserved to be there.

The lease? Pure luck. We’d been rejected by so many commercial landlords, but one amazing human took a chance on my mum and I. We found out pretty fast how hard it is to secure a retail lease, especially as females with no assets. The liquor license was the real test. It took over eight months to be approved, which delayed our entire timeline. And then two months later, we had to renew it again (another large cost). That’s when I realised owning a business is just constant surprises and invoices.

It’s just been the two of us, my mum and I, doing everything. The branding, marketing, sourcing, suppliers, and social media. I handle all the creative, storytelling, and content, which comes naturally to me, but everything else has been a wild learning curve.

As a bottle-o is such a crucial and stereotypical part of Australia's culture, how is REH different? Do you ever find that it can be competitive?

REH couldn’t be further from your classic Aussie bottle-o. We’re not here for bulk-buy beer fridges, chemical-filled mixers, or “$7 wine deals” no one actually likes. The traditional bottle shop vibe is all about profit margins and getting customers in and out fast. No story, no connection, no care. That’s the opposite of us.

We’re proudly small, fiercely curated, and 100% local. Every drink at REH is independently made in Australia, many by female or family-run producers, and we stock everything from rare canned cocktails to non-alcoholic spirits and boutique liqueurs. We personally taste-test and rotate our range constantly, so everything on the shelf is there for a reason. Are we competitive with other bottle shops? Not really. We’re in our own lane. Most bottle-os push beer and wine; we don’t even stock beer, and wine is just a small part of what we offer. The truth is, people walk into REH expecting “just another liquor store” and walk out saying, “That was amazing.”

How does REH cater towards people who aren't into alcohol but still want to enjoy the fun? (I was stalking your website, and there are such good things on there, both alcohol-free and alcoholic)

We’ve always believed that good drinks shouldn’t be reserved for alcohol-only moments. REH is all about elevating your everyday liquids, whether you’re drinking or not. The idea that you either have to drink alcohol or settle for a Coke just doesn’t sit right with us. Our non-alc range exists because people deserve options that feel good and taste amazing, especially on the nights you want to join in without the booze.

The best part is watching people walk into REH and light up when they realise how many premium, thoughtful non-alc options we carry. We hear it all the time: “Omg, my friend would LOVE this”, or “Wait, I actually want this for myself.” 

I think the biggest misconception is that non-drinkers aren’t part of the “fun.” But what we’re showing is that it’s not about what you drink, it’s about how you drink. There are days you don’t need wine, but you still want something nice in your glass. That’s where REH shines.

As a female-owned business, what are the challenging and inspiring experiences that push you further? Are there any other women-owned businesses you would like to shout out?

Being a young female founder in this space comes with its challenges, especially in an industry that’s traditionally male-dominated. I’ve definitely felt not taken seriously at times, and I do notice a lot more unsolicited feedback and online hate from men. But honestly? That just fuels me. I have deep respect for the people who’ve been in this game longer than me, and I’m constantly learning. 

We’re building something that connects women, highlights female talent, and makes space for different kinds of drinkers and stories. When other women in the industry say they see us or that they feel inspired by REH, that’s what keeps us going.

There are so many local girlies I could shout out, but a few who are seriously creating a new wave right now are Annie from Bratzzz Closet, Giulia from Forbidden Fruits , Jess from Metro Auto Photo Booth, and Becc from Alchemy Salon.

Via @rehliquids on Instagram

How is the experience of sourcing drinks? Do you always know what you want, or are there times when you go down rabbit holes?

Sourcing drinks is honestly one of my favourite parts of REH & also one of the most intense. I usually discover brands organically. I’m so deep in the liquids world that my phone basically serves me new ones on a silver platter. Now that we have the retail space, more brands are reaching out to us, but if they aren’t already on my radar, there’s usually a reason.

We have a full curation process before anything hits the shelf. Before I even taste it, I research the founder, the story, the mission, where the ingredients are sourced, and who actually makes the product - whether it's made in-house or contract manufactured and whether it's sustainable or values-aligned. If it passes all that, then I’ll try the product solo and in mixes with other stock to see how it holds up. Only then will I consider taking it on.

I definitely go through hyperfixation phases; I’ll get obsessed with one category for a week and deep dive before circling back to something else.

REH doesn’t chase trends, we set them. But when I’m ever unsure about something, I’ll run it by people close to me with different palates to get their read. I always trust my gut, but I also love data, especially when it comes from real people I respect.

Obviously, this had to be asked, but what is your go-to drink? Are there any spirits or drinks themselves sold at REH that have elevated your go-to?

My go-to always shifts, but I always circle back to agave spirit (tequila), lime, and lemonade. If I’m ordering a cocktail, it’s either a coconut margarita or something completely new I haven’t tried yet. My palate’s evolved so much that I actually love gin, which I used to hate. REH genuinely changed that for me.

One product that rocked my world is Tula. It’s a non-alc nootropic that feels like therapy in a can. If she has no fans, I’m dead. I'm obsessed with the ritual of drinking, not just the alcohol part.

Via @rehliquids on Instagram

When customers come in asking for a recommendation, what do you offer? Any favourite products of yours?

I always start with “What’s your go-to drink on a night out?” That one question tells me everything I need to know, whether they love sweet, bitter, citrus, spirit-forward and then I can guide them to something in their vibe but elevated.

I don’t have one stock recommendation because REH is about personalised pleasure. Everyone’s taste is different, and I love helping them find their own version of "that girl" in drink form. Sometimes it’s a botanical gin, sometimes it’s a strawberry spritz, sometimes it’s a smoky alt-rum. It totally depends.

But what can I guarantee? They leave REH feeling seen and like they’re about to sip the best drink of their life.

What is the role of social media in business? As we are currently in a time when media has such a significant impact on business and everyday life.

For a small business like REH, with a next-to-no traditional marketing budget, social media has been everything. It’s literally how we built our community. It’s about finding the people who get it, who care about good drinks and cool spaces and supporting local & women-led brands. TikTok especially has been wild. Every post feels like a new chance to reach the right person.

And the wildest part? People actually walk into the store because of a TikTok. Or they DM us after seeing a video and say, “I’ve been looking for a place like this.” That’s the magic of social media. It makes our niche little bottle shop, a community.

What goes into collaborations such as your martini night? What are your other future plans in terms of events?

Too much, honestly. Every event starts way before the announcement. If it’s a collaboration, we spend a lot of time ensuring the people and vibe align - female/queer-founded, values-driven, and someone who actually gets REH. We’ve been burned before, so our guard is up. But when it clicks, it’s magic. From there, it’s all about curating the theme, designing the drinks menu, styling the space, ticketing, promos… and making sure the experience is as elevated as the drinks we serve. Every detail matters.

Our goal is always community first. REH events are about connection, trying something new, and making the in-store experience feel like a moment. It’s about product education, but also just giving people a reason to come together. Each event has its own energy. That’s what makes it REH.