BRC Inc., widely known as Black Rifle Coffee Company, is a rapidly growing, mission-driven premium coffee and lifestyle brand founded by military veterans. The company's core business involves roasting and selling high-quality coffee beans, single-serve pods, and ready-to-drink (RTD) canned coffee beverages, alongside a popular line of branded apparel and merchandise. BRC operates an omnichannel distribution model comprising three main segments: Wholesale, Direct-to-Consumer (DTC), and Outposts. As of 2023, the Wholesale channel is the largest revenue contributor, accounting for approximately 57% of total sales, driven by expanding distribution of packaged and RTD coffee in national grocery, drug, and convenience store chains. The DTC segment, which includes a robust coffee subscription service and e-commerce sales, contributes approximately 36% of revenue. The remaining revenue is generated by its Outposts, which are company-owned and franchised retail coffee shops. Black Rifle Coffee distinguishes itself through its strong brand identity centered on supporting active-duty military, veterans, and first responders, which has cultivated a highly loyal customer base. The company operates primarily in the United States.
