Black Rifle Coffee

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.

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

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

• Specialty coffee roaster
• Ready-to-drink coffee
• Coffee subscription service
• Veteran-owned brand
• Branded merchandise

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. 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%.
2. 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.
3. Subscription Coffee Club: Recurring subscription model offering free shipping, exclusive discounts, early access to products, and instant Gold+ loyalty status
4. Apparel and Merchandise: Branded merchandise including apparel, hats, mugs, tumblers, equipment, and stickers
5. Ready-to-Drink Products: RTD coffee (200MG, 300MG), cold brew, and energy drinks (Black Rifle Energy)

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core 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

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Ten partnerships are on record, tiered core, flagship and major.

• Major Brent Taylor FoundationcoreStrategic or Co-development Partner · 22 May 2026Multi-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 PrimitivecoreStrategic or Co-development Partner · 24 November 2025Joint 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 PepperflagshipChannel Partner/ Reseller/ Distributor · 14 March 2025Major distribution deal for Black Rifle Energy drinks and RTD coffee products, enabling broader retail presence across convenience and grocery channels.
• ForgiveCocoreStrategic or Co-development PartnerPartnership to forgive medical debt for thousands of U.S. veterans through donation of online sales profits during Veterans Day weekend initiatives.
• UFCmajorGTM or Marketing PartnerMarketing partnership linking the veteran-founded coffee brand with the UFC combat sports organization and its audience.
• Operation HomefrontcoreStrategic or Co-development PartnerVeterans Day initiative supporting military families through donations and community programs.
• The Honor FoundationcoreStrategic or Co-development PartnerSupporting veterans transitioning from military service to civilian careers through coffee donations and fundraising.
• Mission 22coreStrategic or Co-development PartnerNonprofit focused on preventing veteran suicide; supported through BRCC philanthropy initiatives.
• Folds of HonorcoreStrategic or Co-development PartnerEducational scholarships for military family members; featured in Mat Best's history of military cause initiatives.
• Coffee or DiecoreStrategic or Co-development PartnerMedia 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

Broad 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

• Xx.com/blckriflecoffee
• YouTubeyoutube.com/channel/UCnhTGM083kfLSNfRSmQjAzg
• Facebookfacebook.com/blackriflecoffeeco
• Instagraminstagram.com/blackriflecoffee
• Pinterestpinterest.com/blkriflecoffee
• TikToktiktok.com/@blackriflecoffee
• LinkedInlinkedin.com/company/black-rifle-coffee-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds4 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Black Rifle Coffee