by Ebony L. Morman

When Tamu Curtis opened The Cocktailery in 2021, she did so with the intent to unlock the mystery of mixology for at-home enthusiasts. The ​​cocktail supply and beverage lifestyle shop, which also hosted cocktail classes, was a space where curiosity was sparked and people learned cocktail basics. When people exited The Cocktailery, she hoped they were equipped with the necessary knowledge to create better at-home cocktails to entertain their friends. 

“I always wanted an immersive cocktail experience, where from the moment you walk through the door to the moment you leave the door, everything is about creating great cocktails, from the products that you use to the equipment that you buy to learning how to make cocktails to begin with,” Curtis says. 

For two and a half years, that was the experience for clients who entered the space. Now, the business is in the midst of a transition. 

In January, Curtis made the decision to close The Cocktailery’s doors. A lack of capital made it difficult for Curtis to hire staff, which was needed to ensure efficient operations. A lack of passion, as well as implications from a global pandemic, such as inflation and rising costs, also led to her decision. 

“The reason why I haven’t made a formal announcement I closed is I know it’s disappointing I’m not doing the classes any longer, because the response and activity was always at a very high level,” she says. “Our classes sold out continuously.” 

While popularity wasn’t an issue for The Cocktailery, hosting and teaching cocktail classes, marketing the classes, selling tickets for classes, designing classes and menus, sourcing products for in-store retail and e-commerce, and managing people presented some challenges for Curtis. While she hired mixologists and had part-time help, Curtis did the brunt of the work.  

“Having that space was really taking the joy out of sharing experiences with people for me,” Curtis says. “Everybody loved it. It was great. I had a vision, and I brought it to life. But it just wasn’t for me.”  

Prior to entering the beverage industry, Curtis worked in marketing and communications, where she curated marketing campaigns for companies and brands in the entertainment, beauty, retail, and home industries for more than 20 years. She’s used skills from those experiences to lead The Cocktailery into its next phase, which includes a shift to e-commerce and a new app-based experience. 

Cocktail Cache, a digital cocktail tour guide, will list locations throughout the city where people can enjoy food and beverage deals during each of the four seasons. The anticipated launch in Charlotte is April 22. This summer, Curtis plans to launch in Charleston and possibly in Dallas. With the app, which includes a free download as well as a subscription-based option, clients will be able to map locations or cocktails from those listed. There’ll be a section for photos and a social wall, so people can follow other restaurants that people visited and checked into.  

“We’re kind of creating our own little social community that’s going to be around quality cocktails, the people who make those cocktails, and the establishment that creates the environment for those cocktails,” she says. “I’m still providing an experience with people. I’m just not going to be the one shaking the cocktails.” 

Cocktail Cache is similar to a business Curtis launched when she relocated to Charlotte from California in 2012. Liberate Your Palate started as a passbook tour for people to discover different restaurants, bars, and lounges in Charlotte. It soon included pop-up cocktail classes, which started in 2016. That concept eventually expanded to The Cocktailery. 

The shift to solely e-commerce is an opportunity for Curtis to utilize her digital marketing expertise. In April, The Cocktailery’s product line will be sold on Amazon, in hopes of transitioning to a product brand. It’ll include the essentials for people to create a proper at-home cocktail experience, such as bar spoons and strainers. Companies like Cocktail Kingdom and A Bar Above — e-commerce businesses that feature premium barware, among other offerings — are Curtis’ inspiration. 

“I think this brand is evolving as I evolve into how I want to provide beverage experiences, and it’s how the world is evolving with everything being digital and being online,” she says. “It’s about living in that space and creating something amazing and immersive that people can still enjoy but doesn’t zap all of the life out of me.”

Self-discovery has been one of the benefits of Curtis’ journey with The Cocktailery. She has learned she excels more at creating and marketing brands and prefers being away from the everyday grind of running a brick-and-mortar business. Consequently, Curtis plans to open a brand consulting firm that will support entrepreneurs in the food and beverage industry. 

“It’s really hard to say I did this, and I realized I hated it,” she says. “But I also know I created something amazing and that’s what I want to continue doing. I want to continue being imaginative and I want to continue to be in a space where I can help other people bring their brands and their visions to life but also do it from a place that protects my peace of mind, mental state, and my physical being.”