Black Rifle Coffee Company Overview
Pro stress-test →Black Rifle Coffee purchases, roasts, and sells coffee and coffee accessories, along with apparel, brewing equipment, ready-to-drink energy beverages, and outdoor lifestyle gear. Founded in 2014 by Green Beret Evan Hafer, the company develops explosive roast profiles with the same mission focus learned while serving in the military.
Strategic Profile
Pro stress-test →BRCC is committed to supporting Veterans, active-duty military, first responders and the American way of life, with every purchase giving back. The company sells through wholesale, direct-to-consumer, and outpost channels via e-commerce websites.
Competitive Landscape
Pro stress-test →Black Rifle Coffee competes in the premium/specialty coffee segment against larger national brands and regional roasters. The company's veteran-founder narrative and lifestyle brand positioning (apparel, media, gear) differentiate it from pure-play coffee competitors like Lavazza or Starbucks, though scale and financial challenges create vulnerability to larger beverage companies.
Industry Context
Black Rifle Coffee Company operates in Premium Beverage / Coffee & Lifestyle Retail.
Key facts
Founded: 2014 · Headquarters: Salt Lake City, US · Revenue: $395M · Market cap: $79.45M