On International Women’s Day every year, the voices and stories of women across the world are celebrated, as we address the issues that cause gender inequality and diversity. But despite these issues remaining, such voices and stories take a backseat once the day is done.
We think it’s worth doing the opposite and actively challenging the issues that create these gaps in our industry, which is why we launched our weekly Wednesday Women series, where we profile the stories of the inspiring women in this great and wide industry.
Today we speak with Charlotte Smith, Co-founder of REH Liquids – a female-founded bottle shop in Melbourne dedicated to 100 per cent Aussie-made drinks.
Championing independent makers and female-founded brands sits at the very heart of REH. In an industry still dominated by men, it’s the foundation that the business was built upon.
“Women were always the starting point,” says Smith. “The liquor industry is still so male-dominated that female producers often don’t get the shelf space or funding they deserve. Yet, their products are often the most exciting, innovative, and delicious.
“Stocking them isn’t a ‘trend’ for us, it’s just how we drink and who we believe in. When you buy a bottle from REH, you’re not just buying a drink, you’re buying into someone’s story and helping shift the industry forward.”
That philosophy ultimately shaped Smith’s decision to launch REH with her mother, Joelene Dight-Smith. But it was never just about filling a gap in the market – it was about reimagining what a bottle shop could be, after years spent working in retail and coming back to the same thought, that liquor retail felt stagnant.
“It all started from a really personal place,” Smith explains. “I couldn’t shake the thought that liquor retail was the one category that hadn’t evolved. Most bottle shops are either corporately owned, male-dominated or just uninspiring.
“As women, we have whole industries built around creating beautiful experiences for us, but no one was asking what goes into our bodies, particularly with drinks. The idea of REH clicked when I realised I didn’t want ‘just another liquor store’, I wanted a space that felt curated, elevated, and designed for women like me.”
Together, the mother-daughter duo has curated a store that reflects both women equally – Dight-Smith contributing decades of business and life experience, and Smith bringing the energy of a young founder deeply connected with social culture and emerging consumer trends.
“We don’t always agree and sometimes we really challenge each other but that’s actually our biggest blessing. Where I want to push boundaries and shake things up, she grounds me in structure. Where she might take a safer route, I’ll fight for the bold idea. Together, that tension has built a store that’s both exciting and sustainable.”
Behind every sip is a story
REH was conceptualised as a space where drinking culture could feel beautiful, feminine and intentional. Ensuring those values are reflected in the store day-to-day is crucial to its purpose, and it goes beyond point of sale – it’s about creating a retail experience and a community hub.
“For us, it’s about detail. From the way the shelves are styled, to the brands we stock, to the events we host, it all has to feel thoughtful. Beautiful doesn’t mean delicate, to us it means elevated, intentional, something that makes you stop and think ‘this was created with me in mind’. Even the word ‘feminine’ we see as expansive, it’s not pink-washing, it’s about softness, strength, and fun existing together.
“Every decision we make, from product curation to the playlists in-store, has that lens.”
When it comes to deciding what earns a place on the shelves, Smith says: “We curate the way you’d curate a wardrobe: every piece has to fit the bigger picture. We look for independent, female-led, and future-focused brands first. We taste everything, talk to the makers, learn about their processes all while thinking about how it fits into our community’s lifestyle.
“We never wanted REH to be transactional. It’s not ‘grab a bottle and leave’, it’s ‘come in, discover something, and feel like you belong here’. That shows up in little ways, like the way we tell the stories of the makers behind each product, and big ways, like hosting events and collaborations that bring people together. REH is a bottle shop, yes, but it’s also a meeting point, a launch pad, and sometimes even a dance floor.”
Creating a new norm
In the year since launching their first physical store on Smith Street in Melbourne, the journey hasn’t come without its setbacks, says Smith.
“The biggest setback has and will continue being a bootstrapped business and the reality check of running a small independent business in a cost-of-living crisis tackling rent stress, cashflow, while learning on the fly. But that’s what made us stronger. We learned to be scrappy, resilient, and intentional.”
But the achievements and setbacks come hand in hand, and for Smith, the biggest win was proving her concept by building a community, throwing unforgettable events and stocking shelves with brands that she feels deserve the spotlight. Now, as they prepare for summer, REH’s co-founders have reopened the doors to the shop after a light refurbishment, and their plans don’t stop there.
“The relaunch is our way of saying: we’re still here, we’re sharper than ever, and this is just the beginning,” Smith added.
“Our vision has always been bigger than a single store. REH is a world, a community, a culture, a way of drinking and living that feels elevated. Looking ahead, we want to expand that world: new collaborations, new events, maybe new spaces. Always intentional, always REH.
“REH is just getting started. The vision? To make mindful, stylish drinking the norm in Australia and to show that women-led spaces can set the standard for the industry.”