As the premium coffee market built by Starbucks matures, consumers are craving “a fresh set of brands.” To stand out, these coffee brands aren’t attempting to take on the coffee giant directly, instead they’re carving out unique niches to speak to certain demographics or geographies. With extremely strong founder market fit, Black Rifle Coffee Company looks to be in the early years of a long-term growth story. Black Rifle Coffee Company is veteran led and veteran controlled, with approximately 50% of its employees also being veterans or veteran’s spouses. The mission of Black Rifle Coffee Company is to have a massive, positive impact in the veteran community and premium coffee and content will be that conduit to making it happen. This is the founding team’s passion, and every decision is aligned to the mission. You can see how successful the coffee brand has been by looking at the top three reasons customers purchase Black Rifle Coffee Company products; (1) the company support for the military and veterans (2) has great tasting coffee (3) brand alignment with their values. Black Rifle Coffee Company has an exciting and growing brand, an early RTD coffee business with lots of wholesale growth runway, and an exciting experiential retail Outpost model. Glue all of that together with a fully aligned purpose-driven business strategy and a leadership team that has a relentless dedication to execution and it’s hard to imagine anything less than positive results long-term to happen at BRCC.
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