BRC Inc. (NYSE: BRCC), doing business as Black Rifle Coffee Company, is a Veteran-founded premium coffee and energy drink company that sells roasted coffee, ready-to-drink beverages, apparel, and gear through three channels: Wholesale, direct-to-consumer (DTC), and Outposts. Revenue comes from transactional product sales across all three channels and from a subscription model within DTC called the Coffee Club. Founded in 2014 by U.S. Army Veteran Evan Hafer, the company operates one reportable segment. In FY2025, the Wholesale channel generated $258.0 million in sales, up from $245.0 million in FY2024. The DTC channel includes the Coffee Club subscription service, which had approximately 159,900 active subscribers as of December 31, 2025. All bagged coffee is roasted in the United States, with green coffee beans sourced from Colombia, Brazil, Nicaragua, and more than ten additional countries. Christopher Mondzelewski serves as Chief Executive Officer as of the filing date of March 2, 2026.

Revenue model

BRC Inc. generates revenue through three channels: Wholesale (packaged coffee and RTD beverages sold to retailers and convenience stores), DTC (direct online sales including the subscription-based Coffee Club delivering coffee and apparel on a customizable schedule), and Outposts (physical retail locations). The Wholesale channel produced $258.0 million in FY2025 sales. DTC includes both transactional and recurring subscription revenue.

Products and services

Products include roasted bagged coffee (ground, whole bean, single-serve), ready-to-drink (RTD) beverages, apparel, and gear sold under the Black Rifle Coffee Company brand. The Coffee Club subscription delivers coffee and apparel directly to consumers. All bagged coffee is roasted in the United States.

Customers and end markets

Wholesale customers include Walmart, Sam's Club, 7-Eleven, Casey's General Store, Circle K, Bass Pro Shops, Scheels, and Ace Hardware, spanning food, drug, and mass (FDM) retailers, club stores, convenience stores, and specialty retailers. DTC customers are direct consumers, including Coffee Club subscribers (approximately 159,900 active as of December 31, 2025). End markets include the premium coffee, RTD beverage, and lifestyle apparel categories, with a brand identity oriented toward veterans and military-affiliated consumers.

Value-chain role

BRC Inc. sources green coffee beans from suppliers in Colombia, Brazil, Nicaragua, and other countries, roasts all bagged coffee in the United States, and uses co-manufacturers for certain products including RTD beverages. The company sells finished goods directly to consumers online, through its own Outpost retail locations, and indirectly through third-party wholesale retailers. In-house media and content creation support brand marketing.

Geographic exposure

Primary operations and all coffee roasting are based in the United States. Green coffee beans are sourced internationally from Colombia, Brazil, Nicaragua, and more than ten additional countries in Latin America, Africa, and Asia as of the FY2025 10-K filing.

Competitors

Walmart, Sam's Club

Source: SEC 10-K, filed 2026-03-02

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