No two bars under Rare Roots Hospitality feel exactly the same.
Each space has its own energy, its own rhythm, its own point of view. And yet, there is something consistent beneath it all. A sense of intention that carries from one concept to the next.
It is not just the cocktails. It is the experience surrounding them.
So what makes a cocktail program feel like more than just drinks? At Rare Roots, that answer starts with Beverage Director Brittany “BK” Kellum.
Built From Within
Kellum’s journey with Rare Roots has been shaped over time, growing alongside the company itself. From her early days at Dressler’s Restaurant while attending UNC Charlotte, to helping open Dogwood Southern Table & Bar, to leading the bar program at Fin & Fino, her path has been anything but static.
“I’ve always been a creator at heart,” Kellum says. “For me, this became more than bartending when I realized I could make something for someone they didn’t even know they wanted.”
That mindset has shaped how she approaches the role today. As Beverage Director, her focus extends far beyond what is in the glass. It is about building teams, developing talent, and creating an environment where creativity can thrive across every bar.
Her experience across concepts has helped refine that balance.
“Each environment pushed me in different ways and helped shape how I think about hospitality, creativity, and the overall guest experience,” Kellum says.
The result is a culture that feels collaborative, consistent, and always evolving. One that has earned both internal loyalty and industry recognition along the way.
More Than Just a Cocktail
At Rare Roots, a great bar program is not defined by a single drink. It is defined by how everything works together.
“To me, a great cocktail program is curious, balanced, a little abstract, and just funky enough to keep things interesting,” Kellum says. “It should never feel static.”
That philosophy shows up in how menus are built. Flavor and guest experience come first, working in tandem to create something that feels both elevated and approachable.
“My goal is always to create something fun and different, but still accessible to most palates,” Kellum says.
That balance is intentional. Cocktails are designed not just to impress, but to fit naturally into the overall dining experience: Alongside the food, within the space, and in a way that feels easy for the guest.
“I’ve always felt that drinking a cocktail should be one of the easiest, most enjoyable parts of your day, not the most complicated,” Kellum says.
Consistency Without Repetition
One of the biggest challenges in a multi-concept group is maintaining consistency without losing individuality. Rare Roots approaches that differently by building from the inside out.
“It really starts with the crew behind the bar,” Kellum says. “We try to foster an environment that is innovative and creative, and once the team starts leaning into that, I push even further.”
The consistency comes from shared standards and culture. The individuality comes from the people bringing each concept to life.
That philosophy extends into how teams are built and developed.
“I look for people with a real thirst for knowledge, compassion for humanity, and a collaborative spirit,” Kellum says. “Skills can be taught, but curiosity, kindness, and humility are the driving force of this industry.”
By involving teams directly in menu development and encouraging creative ownership, the program becomes something shared, not dictated.
“There’s something really special about seeing a guest order a cocktail and thinking, ‘Oh yeah, I did that,’” Kellum says.
Where the Menu Becomes the Experience: Upcoming at Fin & Fino
Nowhere is that creativity more visible than at Fin & Fino, where the cocktail menu itself becomes part of the experience.
The idea behind themed menus came from a desire to give the bar its own identity within the larger concept. Something that feels both thoughtful and fun.
“In my mind, themed menus helped create the feeling that we don’t take ourselves too seriously, while also serving a cocktail with a lot of thought and intention,” Kellum says.
Each menu is built collaboratively, bringing together the bar team and creative partners to turn ideas into something tangible. “A bar program is definitely not a one person show. It takes the whole orchestra,” Kellum says.
The recent “Plot Twist” menu leaned into storytelling and community, offering cocktails that felt layered and narrative driven.
The next iteration, “Down the Rabbit Hole,” takes that even further.
“Whimsical, a little unhinged in the best way, and full of surprises,” Kellum says. “We want it to feel immersive, playful, and just curious enough to make you want to keep turning the page or ordering the next round.”
Still, the experience is designed to meet guests where they are.
“You can simply read through, find a drink, and enjoy it. No homework required,” Kellum says. “But if you want to jump in, then let us take you on an adventure.”
Rooted in Experience
For all the variation across concepts, the foundation remains the same.
“From a beverage perspective, Rare Roots means hospitality first, always,” Kellum says. “Guest experience is the foundation and driving force behind every menu, every cocktail, every dish, and every interaction.”
That philosophy carries through every bar, every team, and every detail.
From the first sip to the last bite, the goal is simple. Create something that feels intentional. Because in the end, that is what guests remember.
