Black Rifle Coffee
Black Rifle Coffee Company is a publicly traded, veteran-founded coffee roaster and lifestyle brand selling roasted coffee, ready-to-drink beverages, energy drinks, and merchandise to veterans, first responders, and patriotic consumers via DTC, subscriptions, and wholesale grocery.
- Company typePublic
- Founded2014
- HeadquartersSalt Lake City, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Black Rifle Coffee does
Black Rifle Coffee Company (NYSE: BRCC; legal entity BRC Inc., incorporated in Delaware) is a publicly traded, veteran-founded coffee roaster headquartered in Salt Lake City, Utah, with roasting facilities in Manchester, Tennessee and Salt Lake City, Utah. Founded in 2014 by Green Beret Evan Hafer, Army Ranger Mat Best, and Air Force veteran Jarred Taylor, the company sells small-batch roasted coffee — along with apparel, merchandise, ready-to-drink (RTD) coffee, and Black Rifle Energy drinks — to veterans, first responders, and patriotic consumers. Core production relies on Burns B270R cast-iron drum roasters capable of processing 100–270 pounds per batch in 3–15 minutes, with five-day-per-week roasting, nitrogen-flushed packaging, and waterproof one-way valve bags; beans are sourced internationally (notably Guatemala and Brazil). Coffee is sold across roast levels (light, medium, dark) and formats including whole bean, ground, K-Cups, grind pouches, and RTD.
The company operates a multi-channel go-to-market: Direct-to-Consumer e-commerce through its own website, subscription products (Build Your Own Box Coffee Club, Exclusive Coffee Subscription at $28/release, Shirt Club, Sticker Club), and a loyalty program with Silver/Gold/Gold+ tiers. Wholesale distribution into grocery, mass, and convenience retail is the primary growth engine — Q1 2026 wholesale revenue grew 31.5% year-over-year to $74.7M, with grocery channel sales more than doubling, bagged coffee up 33%, and packaged coffee unit volume up 22%. A March 2025 distribution deal with Keurig Dr Pepper anchors the push into RTD and energy beverages. Pricing spans roughly $16.99 per 12oz bag, $28–$30 for limited/exclusive roasts, $20–$60 for apparel, and $50–$400 for equipment, with subscription discounts of 5–25% and free shipping over $75. Revenue is primarily U.S.-domestic, and the company has not pursued material international expansion.
In FY2025, Black Rifle Coffee generated $398.3M in revenue with gross profit of approximately $140.3M, and Q1 2026 showed a sharp rebound with adjusted EBITDA of $7.3M (up 718% YoY). Management raised FY2026 guidance to at least $430M in revenue and at least $29M in adjusted EBITDA. The brand is reinforced by a content/media ecosystem (Coffee or Die, The Press Check, podcast, YouTube) and a veteran-focused philanthropy program that has eliminated over $34M in veteran medical debt through partnerships with Born Primitive, ForgiveCo, the Major Brent Taylor Foundation, Folds of Honor, Mission 22, Operation Homefront, and The Honor Foundation.
Black Rifle Coffee firmographics
Firmographics- Name
- Black Rifle Coffee
- Legal name
- BRC Inc.
- Website
- https://blackriflecoffee.com
- Company type
- Public
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Black Rifle Coffee Company is a publicly traded, veteran-founded coffee roaster and lifestyle brand selling roasted coffee, ready-to-drink beverages, energy drinks, and merchandise to veterans, first responders, and patriotic consumers via DTC, subscriptions, and wholesale grocery.
- Ownership category
- akta.pro rank
Black Rifle Coffee industry classification
Industry- Product category
- Specialty Coffee & Beverages
- NAICS
- Coffee and Tea Manufacturing (311920), Soft Drink and Ice Manufacturing (31211), Beverage Manufacturing (3121)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)
- akta.pro secondary industries
- Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), RTD Coffee Production (Non-Dairy/Non-Alcoholic) (AFAFABAE)
Keywords
Where Black Rifle Coffee is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Black Rifle Coffee business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Wholesale Distribution: Primary growth driver with $74.7 million revenue in Q1 2026 (31.5% YoY growth). Includes grocery channel sales that more than doubled. Bagged coffee sales increased 33%.
- Direct-to-Consumer E-commerce: Online sales through company website including one-time purchases and subscription coffee club. Q1 2026 showed 7.2% DTC growth after three years of declines.
- Subscription Coffee Club: Recurring subscription model offering free shipping, exclusive discounts, early access to products, and instant Gold+ loyalty status
- Apparel and Merchandise: Branded merchandise including apparel, hats, mugs, tumblers, equipment, and stickers
- Ready-to-Drink Products: RTD coffee (200MG, 300MG), cold brew, and energy drinks (Black Rifle Energy)
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Build Your Own Box Subscription - Mix favorite blends delivered on schedule |
| Subscription | Monthly | Exclusive Coffee Subscription (ECS) - Monthly exotic roast delivery |
| Subscription | Monthly | Shirt Club - Monthly graphic tee delivery |
| Subscription | Monthly | Sticker Club - Monthly sticker pack delivery |
| Subscription | Monthly | Loyalty Program - VIP Club tiers |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
Black Rifle Coffee product offering
Product offeringCore offering
Black Rifle Coffee Company roasts and sells premium small-batch coffee (whole bean, ground, K-Cups, and grind pouches) under light, medium, and dark roast profiles, alongside ready-to-drink coffee, cold brew, and energy drinks. The company also sells branded apparel, hats, mugs, tumblers, equipment, and stickers/patches, operating a subscription-based Coffee Club and loyalty program serving veterans, military, first responders, and pro-American consumers.
Differentiator
Problem solved
Functional benefit
Products and services
- Roasted Coffee (Light, Medium, Dark roasts; whole bean, ground, K-Cups, grind pouches) Premium small-batch roasted coffee in light, medium, and dark roasts, sold as whole bean, ground, K-Cups, and grind pouches, for veterans, first responders, and pro-American consumers.
- Ready-to-Drink Coffee and Black Rifle Energy Drinks Ready-to-drink coffee (200MG, 300MG) and energy drinks (Black Rifle Energy) distributed through convenience, grocery, and retail channels under a Keurig Dr Pepper distribution deal.
- Coffee Club Subscription Recurring coffee subscription offering free shipping, 5-25% discounts based on order value, flexible delivery frequency (14/21/30/60 days), and instant Gold+ loyalty status for subscribers.
- Exclusive Coffee Subscription (ECS) Monthly exotic roast delivery featuring unique origins, bold flavors, and an exclusive bag design with matching sticker at $28.00 per release.
- Shirt Club Subscription Monthly graphic t-shirt delivery featuring one-of-a-kind tees inspired by Veterans, service, and American culture.
- Sticker Club Subscription Monthly sticker pack delivery featuring unique sticker artwork inspired by freedom, patriotism, and service.
- Branded Apparel and Merchandise Branded apparel (shirts, hoodies, hats, women's, tanks), gear (mugs, tumblers, equipment, stickers, patches), and accessories for veterans, first responders, and patriotic consumers.
- America 250 Coffee Lineup Limited-edition coffee lineup celebrating 250 years of American independence, featuring Beyond Black, Just Black, and Spirit of '76 roasts in red, white, and blue editions.
Quantifiable outcome
- Q1 2026 revenue grew 21.4% YoY to $109.2 million
- +5 more outcomes
Companies that use Black Rifle Coffee
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles4 records
Black Rifle Coffee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
Black Rifle Coffee partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, flagship and major.
- Major Brent Taylor FoundationcoreMulti-year Memorial Day initiative including $150,000 contribution to honor fallen service members and Gold Star families. Partnership marks launch of efforts to deliver millions in support to veterans and active-duty service members throughout 2026.
- Born PrimitivecoreJoint Veterans Day initiative 'Operation Debt of Gratitude' eliminated $34 million in veteran medical debt, surpassing the original $25 million goal. Combined effort builds on previous collaborations extending total veteran medical debt relief to over $47 million.
- Keurig Dr PepperflagshipMajor distribution deal for Black Rifle Energy drinks and RTD coffee products, enabling broader retail presence across convenience and grocery channels.
- ForgiveCocorePartnership to forgive medical debt for thousands of U.S. veterans through donation of online sales profits during Veterans Day weekend initiatives.
- UFCmajorMarketing partnership linking the veteran-founded coffee brand with the UFC combat sports organization and its audience.
- Operation HomefrontcoreVeterans Day initiative supporting military families through donations and community programs.
- The Honor FoundationcoreSupporting veterans transitioning from military service to civilian careers through coffee donations and fundraising.
- Mission 22coreNonprofit focused on preventing veteran suicide; supported through BRCC philanthropy initiatives.
- Folds of HonorcoreEducational scholarships for military family members; featured in Mat Best's history of military cause initiatives.
- Coffee or DiecoreMedia platform and content brand featuring veteran stories, military history, and lifestyle content aligned with BRCC's brand identity.
Scale indicators17 records
Recent moves6 records
Expansion highlights5 records
Black Rifle Coffee competitors and assessment
Company assessmentBroad incumbents
- Nespresso (Nestlé): Global premium coffee CPG brand and Nescafé parent; competes in premium coffee and RTD. Comparable on premium pricing, branded CPG economics, and grocery/wholesale distribution.
- Starbucks: Largest premium coffee brand in the U.S. with both retail-cafe and packaged CPG (Starbucks packaged coffee, RTD via North American Coffee Partnership). Comparable on premium coffee positioning and RTD expansion into grocery.
- Keurig Dr Pepper: Owns Green Mountain Coffee and a portfolio of competing coffee and energy brands; simultaneously BRCC's flagship RTD/energy distribution partner. Most relevant comparable on coffee and energy CPG economics and competitive retail dynamics.
- Folgers (J.M. Smucker): Mass-market U.S. coffee incumbent with deep grocery shelf presence. Comparable on grocery wholesale economics and price-pack architecture, though positioned at the value end rather than premium.
Direct peers
- Lavazza: Italian premium coffee brand with strong U.S. CPG presence, multi-format roasting, and growing RTD play. Comparable on premium imported-bean positioning, grocery wholesale channel, and DTC e-commerce.
- Peet's Coffee: Premium roasted coffee CPG brand with wholesale grocery presence and subscription DTC. Comparable on premium positioning, multi-format roasting (whole bean, ground, K-Cup), and grocery/wholesale channel strategy.
- Bulletproof 360: Premium coffee and functional beverage lifestyle brand with CPG and DTC focus; BRCC's CFO previously served as CEO/CFO here. Comparable on premium functional coffee positioning and DTC-led growth model.
- Death Wish Coffee: Veteran-founded, premium-positioned coffee brand competing directly with BRCC in the bold/small-batch coffee category. Highly comparable on target customer (patriotic, value-driven consumers), product format, and DTC/wholesale go-to-market.
- Copper Moon Coffee: Specialty coffee roaster focused on wholesale food-service and retail grocery channels. Comparable on private-label and branded coffee supply into grocery and away-from-home channels.
Emerging players
- Stumptown Coffee Roasters: Specialty/small-batch coffee roaster with strong brand identity and wholesale plus DTC presence. Comparable on premium single-origin positioning and barista-grade product story, though with a different target persona.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Black Rifle Coffee social profiles
Digital presenceBlack Rifle Coffee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Black Rifle Coffee leadership team
Management profileNumber of profiles
Profiles7 records
Black Rifle Coffee funding detail
Funding detailFunding overview
Funding rounds4 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Black Rifle Coffee M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Black Rifle Coffee
What does Black Rifle Coffee do?
Black Rifle Coffee Company roasts and sells premium small-batch coffee (whole bean, ground, K-Cups, and grind pouches) under light, medium, and dark roast profiles, alongside ready-to-drink coffee, cold brew, and energy drinks. The company also sells branded apparel, hats, mugs, tumblers, equipment, and stickers/patches, operating a subscription-based Coffee Club and loyalty program serving veterans, military, first responders, and pro-American consumers.
Is Black Rifle Coffee a public or private company?
Black Rifle Coffee is a public company. It is classified as public and is currently operating.
When was Black Rifle Coffee founded?
Black Rifle Coffee was founded in 2014. It employs 501 to 1,000 people.
Where is Black Rifle Coffee based?
Black Rifle Coffee is headquartered in Salt Lake City, United States, in the North America region.
How does Black Rifle Coffee make money?
Five revenue lines are on record. Wholesale Distribution is the primary driver. The others are direct-to-Consumer E-commerce, subscription Coffee Club, apparel and Merchandise and ready-to-Drink Products.
Who are Black Rifle Coffee's main competitors?
Broad incumbents on record are Nespresso (Nestlé), Starbucks, Keurig Dr Pepper and Folgers (J.M. Smucker). Direct peers are Lavazza, Peet's Coffee, Bulletproof 360, Death Wish Coffee and Copper Moon Coffee. Stumptown Coffee Roasters is listed as an emerging player.
Does Black Rifle Coffee have an API?
No public API is recorded for Black Rifle Coffee.
What industry is Black Rifle Coffee in?
Black Rifle Coffee's product category is Specialty Coffee & Beverages. Its primary akta.pro industry code is CRADAHAG, Coffee (Roasted, Ground, Whole Bean), with a secondary code of AFAFADAJ, Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing. Its NAICS code is 311920 and its SIC code is 2080.