BRCC

BRC Inc. is the parent company operating Black Rifle Coffee Company, a veteran-founded coffee company offering premium coffee products through e-commerce, wholesale, and company-owned Coffee Outpost retail locations. The company positions itself with a bold, patriotic brand emphasizing support for veterans, first responders, and American values. Black Rifle Coffee sells whole bean and ground coffee, ready-to-drink coffee products, coffee accessories, and branded merchandise online and through retail partners. Founded in 2014 by former U.S. Army Green Beret Evan Hafer and headquartered in Salt Lake City, Utah, Black Rifle Coffee has built a passionate customer base and strong brand recognition. The company went public through SPAC merger in 2021, experiencing initial success followed by operational and financial challenges. BRC faces intense competition in the crowded coffee market from established players like Starbucks and Dunkin', specialty coffee roasters, and private label brands. The company has struggled with profitability, cost control, and balancing growth investments with financial discipline. BRC continues to expand its ready-to-drink products, retail footprint, and wholesale presence while working to improve operational efficiency and financial performance.