Black Rifle Coffee Company

Overview

Black Rifle Coffee Company is a veteran-founded, mission-driven premium coffee and energy beverage company. It operates one reportable segment across three primary channels: Wholesale, Direct-to-Consumer (DTC), and Outposts (company-operated and franchised coffee shops). The company builds brand awareness and customer engagement through in-house media and content aimed at active-duty military, Veterans, first responders, and allied communities.

Products

• Ground and whole bean coffee
• Single-serve coffee
• Ready-to-drink (RTD) coffee
• Black Rifle Energy (RTD energy beverage, launched late 2024)
• Branded apparel, coffee brewing equipment, and outdoor/lifestyle gear

Manufacturing and sourcing

• In-house roasting at Manchester, Tennessee
• Co-manufactured RTD and energy products
• Green coffee beans sourced from Colombia, Brazil, Nicaragua and more than ten additional countries across Latin America, Africa, and Asia
• Packaging components and ingredients (e.g., dairy, aluminum cans) sourced through suppliers
• Maintains in-house quality oversight for coffee sourcing and cupping and uses multiple co-manufacturers and suppliers to manage supply chain risks

Distribution and channels

• Wholesale: Packaged coffee and RTD/energy products sold through major retailers (Walmart, Sam’s Club, national and regional grocery chains, convenience stores) and specialty retailers (Bass Pro Shops, Scheels, Ace Hardware)
• DTC: Company website (www.blackriflecoffee.com) and subscription-based Coffee Club
• Outposts: Company-operated and franchised coffee shops in multiple markets

Community and partnerships

• Produces proprietary media content and forms strategic partnerships to extend reach (examples include a presence at Dallas Cowboys stadium and a UFC marketing partnership)
• Emphasizes national and community engagement with a focus on veterans and first responders

Key metrics and structure (2025)

• Revenue by channel:
  • Wholesale: $258.0 million
  • DTC: $117.6 million
  • Outposts: $22.6 million
  • Total revenue: $398.2 million
• Coffee Club subscribers: ~159,900 active subscribers (as of December 31, 2025)
• Employees: 468 total (as of December 31, 2025)
  • Manufacturing: 39
  • Corporate/administrative: 214
  • Outpost operations: 215
• Outposts: 35 total (17 company-operated, 18 franchised) across 10 states

Locations and facilities

• Headquarters and corporate: West Valley City, Utah (10,200 sq ft, leased)
• Manufacturing: Manchester, Tennessee (65,000 sq ft, owned)
• Corporate offices: San Antonio, Texas (9,106 sq ft, leased); Nashville, Tennessee (13,203 sq ft, leased)
• Uses a network of third-party logistics providers and brokers, with inventory stored at third-party warehouses as needed

Corporate structure and financial arrangements

• Public benefit corporation (PBC) with a purpose focused on active duty military, veterans, and first responders
• Up-C structure with BRCC LLC as the operating entity and Authentic Brands, LLC as the parent
• Has related arrangements including a Tax Receivable Agreement (TRA) with Authentic Brands’ unitholders
• Relies on distributions from BRCC LLC to fund dividends, taxes, and expenses

Customer concentration

• The largest Wholesale partner represented 30% of consolidated net sales in 2025
• A limited number of Wholesale customers account for a large portion of outstanding receivables (four customers accounted for 52% of receivables in 2025 and 63% in 2024)

Business model and strategy

• Growth priorities: expand Wholesale distribution, grow DTC subscribers, and open new Outposts
• Marketing approach: content-driven marketing, strategic partnerships, and an omni-channel distribution strategy
• Workforce and community commitments: emphasis on veteran and military-spouse hiring and support for charitable activities aligned with the company’s public benefit purpose