Spirited Mindset: What Does It Actually Take to Build a Spirits Podcast?
Crystal and Roger join The Gabs Effect to talk about what it took to build The Liquor Connoisseur from zero — the real answer, not the highlight reel.
Behind the Pour
Crystal and Roger are usually the ones asking the questions. In this episode, they are the subjects. The Gabs Effect's Spirited Mindset series brings Crystal and Roger into its format to answer the same questions TLC asks of its guests: why did you build this, what was the early stage actually like, what have you gotten wrong, and what do you know now that you did not know at the start. Nearly 26 minutes of honest behind-the-scenes conversation about what it takes to build a spirits education podcast with staying power.
What You'll Discover
- The origin story of The Liquor Connoisseur: Crystal and Roger explain how TLC started and what the driving impulse was — the idea that there was a community of Black drinkers who wanted to engage with spirits at a deeper level than mainstream spirits media was serving.
- The early grind: What building an audience in year one actually looked like — the production learning curve, the community development, the episodes that did not work, and what kept them going when it was not yet obvious it was going to become what it has become.
- What makes TLC different: Crystal and Roger's own articulation of their editorial position — not just another spirits review channel, but a community-building project rooted in education, authenticity, and a specific vision of who the spirits audience should include.
- Advice for aspiring spirits content creators: What they would do differently and what they stand behind — specific, honest guidance for anyone building something in the same space.
- The spirits community they found: Crystal describes what she discovered in the community of Black spirits enthusiasts, craft distillers, and serious drinkers who make up TLC's audience — and why that community is the most important thing the channel has built.
A Moment of Pourspective
Crystal and Roger built something because they wanted it to exist and it did not. That is the only reason worth building anything. The community that formed around it is the proof that the absence was real.
Explore the Conversation
The Gabs Effect episode is one of TLC's most self-reflective pieces of content. Crystal and Roger are not reviewing a spirit or interviewing a founder; they are being asked to account for themselves, and the answers are more candid than anything they typically share in a review episode. The early-stage conversation is the most useful section for anyone building in the spirits education space. Crystal is specific about what did not work — episodes, production approaches, audience development strategies — and what shifted when the channel found its voice. The community framing is the episode's most philosophically significant section. Crystal describes TLC not as a media property but as a gathering place — a concept that explains why the brand has grown through genuine relationships rather than viral content or marketing spend.
Frequently Asked Questions
- What is The Gabs Effect? The Gabs Effect is a podcast and content platform that interviews creators and entrepreneurs about what it takes to build something meaningful. The Spirited Mindset series focuses specifically on spirits and beverage industry founders and creators.
- Where can I find TLC's content? The Liquor Connoisseur is available on YouTube, Spotify, Apple Podcasts, Amazon, and iHeart Radio.
- How long has TLC been producing content? Crystal and Roger started TLC before this episode aired — the interview discusses the journey to this point, including early-stage challenges and milestones.
- How do I become part of the TLC community? Subscribe to TLC's YouTube channel, follow on Instagram and TikTok, and join the conversations in their content comments. Crystal and Roger have built a community that is active across platforms.
Episode at a Glance
- Hosts (as guests): Crystal and Roger
- Platform: The Gabs Effect — Spirited Mindset series
- Runtime: 25 minutes, 57 seconds
- Category: Spirits Education
- Format: Crystal and Roger are interviewed about building TLC