Black Rifle Coffee Company (BRCC) is a Veteran-founded and led premium coffee, energy drink, and media company. It specializes in selling roast coffee, ready-to-drink beverages, energy drinks, branded apparel, and lifestyle gear. BRCC operates through multiple channels, including retail partnerships, e-commerce platforms, and coffee shop locations, while creating media content to engage its community.
- Wholesale - Sells packaged coffee and ready-to-drink beverages through major retailers like Walmart, Sam's Club, and convenience stores, as well as specialty retailers such as Bass Pro Shops and Ace Hardware.
- Direct-to-Consumer (DTC) - Offers e-commerce sales and subscription-based Coffee Club memberships, providing direct engagement with customers and insights into their preferences.
- Outposts - Operates company-owned and franchised coffee shop locations, delivering freshly brewed coffee, merchandise, and a community-focused environment.
- Media and Content - Produces cause-driven media content to inform, inspire, and entertain, strengthening connections with Veterans, first responders, and everyday heroes.
- Branded Products - Offers apparel, coffee brewing equipment, and outdoor lifestyle gear, catering to customers who align with the company's values and mission.
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| Name | Position | External Roles | Short Bio | |
|---|---|---|---|---|
The provided information only details the executive team as of ExecutiveBoard | President and CEO | President and CEO of BRCC since January 1, 2024; previously served as President from June 2023 and as Chief Marketing Officer from May 2023. | View Report → |
- In light of the anticipated $5 million EBITDA impact from tariffs and the expected start of these costs in the third quarter, how is management planning to mitigate these challenges while maintaining overall profitability?
- With DTC revenue declining by 15% (or 5% adjusted), what specific changes in marketing or operational strategy will you implement to stabilize and eventually grow your subscription base amid shifting consumer behavior?
- Given your planned second-half pricing increases and the significant impact of green coffee inflation, how do you intend to balance competitive pricing with maintaining volume, particularly in your premium segments?
- Your call mentioned achieving $8–10 million in annualized cost savings through streamlined operations; could you provide more detail on the major cost-cutting initiatives and how they will sustain operational leverage despite current inflationary pressures?
- As aggressive pricing measures and trade promotion investments, especially for Black Rifle Energy, have affected gross margins, what strategies will you deploy to ensure long-term brand loyalty and profitability across both your traditional coffee and new energy drink categories?
Competitors mentioned in the company's latest 10K filing.
| Company | Description |
|---|---|
Nestlé | The company operates in a highly competitive environment across all product categories, with competition driven by factors such as price, flavor, packaging, innovation, variety, shelf space, channel distribution, and marketing strategies. This competitor is a large international food and beverage company with substantially greater financial, marketing, and distribution resources than the company. |
The company faces competition from this well-established brand in the coffee market, which benefits from greater brand recognition, financial resources, and distribution capabilities. The competitive environment includes factors such as product quality, roasting methods, and brand recognition. | |
In the energy drink market, the company competes with this established brand, which has significant financial, marketing, and distribution resources. The competition is influenced by factors such as innovation, pricing, and production capabilities. | |
This competitor is another large international food and beverage company that competes with the company in the ready-to-drink coffee and energy drink categories. It has substantially greater financial, technological, and distribution resources. |
Notable M&A activity and strategic investments in the past 3 years.
| Company | Year | Details |
|---|---|---|
Black Rifle Coffee Company | 2022 | The acquisition involved a merger between SilverBox Engaged Merger Corp I and Authentic Brands LLC, resulting in the formation of BRC Inc. with a transaction value of $1.7 billion, approved on February 3 and closed on February 9, 2022, designed to deliver $150 million in cash proceeds to support expansion initiatives and veteran-focused programs. |
Recent press releases and 8-K filings for BRCC.
- BRC Inc. (BRCC) announced the pricing of an underwritten public offering of 28,000,000 shares of Class A Common Stock at a price of $1.25 per share.
- The offering is expected to generate approximately $35 million in gross proceeds, before deducting underwriting discounts and other offering expenses.
- The underwriter, D.A. Davidson & Co., fully exercised its 30-day option to purchase an additional 4,200,000 shares of Class A Common Stock on July 17, 2025.
- The offering officially closed on July 18, 2025.
- BRC Inc. (BRCC) announced the pricing of an underwritten offering of 28,000,000 shares of Class A Common Stock at $1.25 per share.
- The offering is expected to generate approximately $35 million in gross proceeds, before deducting underwriting discounts and commissions and other offering expenses.
- BRCC has granted the underwriter a 30-day option to purchase up to an additional 4,200,000 shares of Class A Common Stock.
- The offering is expected to close on or about July 18, 2025.