REH is her, backwards. It’s a strong name. Where did it come from, and what does it mean to you both?
Having a marketing background, as soon as we decided to go into business together, we began the arduous task of naming ourselves. We brainstormed, banged heads, threw lots of different ideas at the wall to find what stuck and best communicated who we are and what we are doing.
The research was extensive through multiple channels to ensure no other businesses were using the name, and nothing came up, so we immediately filed an IP and moved into the design and communication stage for the brand.
For Joelene, REH means HER backwards, which is a nod to my dyslexia. She used to sing You Are My Sunshine to Charlotte when she was little, so REH (pronounced “ray”) evokes warmth and identity. It is a safe space to learn more about liquids in all its forms and have access to healthier and local liquids.
If you ask Charlotte, REH is all about “Her.” She feels like your friend, your mum or your childhood bestie, she feels safe and supportive and wants to see you shine (like a ray of sun).
You’re a mother-daughter team with a shared vision. How did REH Liquids begin, and what’s it like building something together?
REH started naturally for us. As a mother-daughter duo, we spend a lot of time together, which led to Joelene showing Charlotte around Melbourne and the best venues she had to offer, which is when we became personally obsessed with buying and trying locally-made drinks.
We realised that big bottle shops (and most independents) were honestly so overwhelming. They never had what we actually wanted. We wanted something thoughtful, beautiful, something that matched how we wanted to feel. It just didn’t exist.
That was the “aha” moment. Why doesn’t a bottle shop for women exist? But more than that: a bottle shop that supports us, teaches us and creates space for all kinds of drinking.
Building together is messy and magic all at once. We definitely clash sometimes, but that balance, while leaning on each other’s talents and skill sets, is what makes it work.
REH is also Melbourne’s first female-founded bottle shop. Was creating a women-led space something you set out to do from the start?
It wasn’t a “strategy,” it’s just who we are. Do what you know, right? We know what drinks appeal to women aged 21 to 45, because we’re part of that world. Once we realised how rare that perspective was in the drinks world, we leaned into it. Being women-led has become such a key part of our brand and community. We actively seek out new female-led brands to feature in our retail space, and it’s a privilege to showcase the brands and talented founders.
REH brings together thoughtful curation, bold design and a love of storytelling. What guides your decisions when choosing what to stock?
Our curation process is complex and thorough. We research the founder, the story, how it’s made, where ingredients come from, sustainability, everything. Only if it passes all of that do we taste-test and then see if it holds up alone and mixed into drinks. REH doesn’t chase trends; we set them. And ultimately, every product is a vote. If it doesn’t align with our values, it doesn’t make it onto the shelf.
From non-alcoholic options to ready-to-pour cocktails, your selection is anything but standard. What are you both enjoying right now, and what tends to catch people off guard in the best way?
At the moment, Charlotte’s either sipping a chilled red (FIN is the current crush) or mixing a Coconut Rum cocktail, while Joelene’s loving Quips raspberry passionfruit cocktail or a CAPI lemonade when she’s off the booze and needs a little sugar. What catches people off guard is how good the non-alc range is, every single time. They come in expecting the same non-alcs as the supermarkets or soda water and leave with something beautiful, premium and exciting.
Sustainability and ethics are central to your ethos. How do you balance great taste with thoughtful sourcing and values-led decisions?
For us, it’s non-negotiable. Our stock itself is the statement. Sometimes that means saying no to products that would be easier, cheaper or more profitable. But we’re building this for the long term. That’s why sustainability and understanding the carbon impact of purchasing alcohol from international brands is key. We also encourage a responsible approach to container use, and all our waste containers are sent to CDS recycling each month.
While supporting local, female-led, sustainable makers might be harder in the short run, it helps support awareness of better-made drinks, stronger community inclusion, and a brand all REH girls can be proud to help build.
REH has a distinct tone: confident, cheeky and considered. Who shapes the voice of the brand, and what kind of experience are you hoping to create for your customers?
The voice is mostly Charlotte’s (bold, cheeky, a little playful) with Joelene’s grounding voice so there’s always substance behind the sass. Together, it creates something that feels like your best friend talking to you: fun, trustworthy, and always on your side. That’s the REH energy, the best friend who hypes you up, introduces you to new things, and makes you feel good every time you walk in or scroll past us.
Fitzroy feels like a natural home for REH. What do you love about being in this neighbourhood, and how has the local community shaped your journey so far?
Fitzroy is the heart of Melbourne’s creative scene, and REH’s home will forever be here. There’s an openness to boldness in this neighbourhood that matches our energy perfectly. For Joelene, it’s full circle. She grew up partying here, and for both of us, the community has been incredible. From neighbours to customers, people genuinely get what we’re building, and that support has shaped REH from the start and kept us going even through the hardest of weeks.
When you’re not in the shop, where do you love to go in Fitzroy for a drink, a meal or to celebrate something, small or big?
For a drink, it’s Naked for Satan for Charlotte and Grouse for Joelene. Food-wise, Builders Arms chips and aioli are unmatched in Charlotte’s opinion, and The Rainbow Hotel’s Sunday roast is a ritual for Joelene.
What’s next for REH? Any new arrivals or creative projects on the horizon you’re ready to uncork?
There are always ideas brewing. New brands, new events, possibly a cross-promoted canned cocktail or maybe even a new space, but we’re keeping some secrets close for now. We are building our regular customer base while encouraging more people to come down and try something Australian.
What matters is that every step is intentional and true to who REH is and what she can become if we all get involved. We’re only just getting started, and the best way to put it is: the REH world is expanding, slowly but surely, and always with story and soul at the centre.
One tip we can let you in on is that our new Tasting Bar is now open. Throughout September, you can pop in daily between 5 and 7 PM to sample the REH range. We know that once people try the products, they’re instant converts. Come and visit us.
📍Reh Liquids: 59 Smith St, Fitzroy
🕑 Open Tue to Sat, 12 PM to 8 PM
If you enjoyed this feature, why not check out some of our other Smith Street favourites? We’ve recently written about Souvi Street and Masses Bagels, two great spots adding their own personality and flavour to the neighbourhood.
