Black Rifle Coffee (BRCC)
Veteran-founded coffee brand selling packaged, ready-to-drink and energy beverages through retail and subscription channels.
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A Veteran-founded brand selling packaged and ready-to-drink coffee, an energy drink, and apparel through wholesale retail, direct-to-consumer subscriptions, and a small network of branded coffee shops. It began trading in 2022 following a merger with a blank-check acquisition company.
Founded in 2014 by a former Army Special Forces soldier, the brand built its identity around Veteran, military, Second Amendment, and law-enforcement culture, positioned against mainstream coffee chains.
Packaged and ready-to-drink coffee, plus an energy drink distributed through a partnership with Keurig Dr Pepper, reach big-box retailers, warehouse clubs and convenience stores through wholesale distribution, now the largest channel. A subscription coffee club and a small chain of company-run and franchised shops round out the business, though both have shrunk as shelf sales grow.
Leadership passed from the founder, now chairman focused on brand and innovation, to a former packaged-goods marketing executive who took over daily operations in 2024.
The current listing began with a 2022 merger with a blank-check acquisition company; founders retain a separate share class carrying most voting power.
Company facts
Target rangeAs of Sep 21, 2026
Latest analyst notes
| Date | Firm | Action | Prior | Current |
|---|---|---|---|---|
| Aug 3, 2026 | Craig-Hallum | Initiate | Rating: —Target: — | Target: $1.75 |
| Jan 14, 2026 | D.A. Davidson | Target | Target: $3 | Target: $2.50 |
EPSReportedEstimate
RevenueReportedEstimate
Balance sheet, Jun 30, 2026Cash & short-term investments $12.0M · Total debt $57.7M · Total assets $206.0M · Shareholders' equity $48.3M
- Revenue
- $107.0M
- Operating income
- $1.1M
- Net income
- −$103.0K
No dividends on record.
| Institutions | ≈ 25.04% | 6.27M shares | |
|---|---|---|---|
| 158 holders · as of Jun 30, 2026 · largest filers plus last quarter's tail | |||
| Insiders | 1.55% | 388.2K shares | |
| 10 holders · as of Aug 18, 2026 | |||
| Other | ≈ 73.41% | 18.37M shares | |
| remainder | |||
25.03M company shares as of Sep 22, 2026 · institutions as of Jun 30, 2026 · holders as of their latest filing
Two share counts disagree (25.03M in the company's Sep 22, 2026 report, 11.70M elsewhere); stakes use the report.
This quarter's institutional total failed a plausibility check; shown: the largest filers plus last quarter's remainder.
This company has 2 share classes; every stake here is a share of the whole company.
Top shareholders13F · 13D/G · Form 4
| Holder | Stake | Shares | Date |
|---|---|---|---|
Engaged Capital LLCInstitution | 5.57% | 13.94M A | as of Jun 30, 2026 |
BlackRock, Inc.Institution | 2.46% | 6.15M A | as of Jun 30, 2026 |
Cresset Asset Management, LLCInstitution | 2.30% | 5.75M A | as of Jun 30, 2026 |
Alyeska Investment Group, L.P.Institution | 1.57% | 3.93M A | as of Jun 30, 2026 |
Vanguard Capital Management LLCInstitution | 1.49% | 3.72M A | as of Jun 30, 2026 |
Insider tradesForm 4
| Date | Insider | Role | Shares | Avg price |
|---|---|---|---|---|
| Aug 19, 2026 | Kathryn P. Dickson | director | +50,000 | $0.8495 |
| Aug 17, 2026 | Stephen M. Kadenacy | director | −105,000 | $0.8209 |
| Aug 14, 2026 | Matthew L. Amigh | officer: Chief Financial Officer | +10,000 | $0.8489 |
| Jun 1, 2026 | Evan Hafer | director, 10 percent owner, officer: Founder | −2,000,000 | $1.49 |
| Mar 5, 2026 | Steven Taslitz | director | +300,000 | $0.7450 |
- Starbucks
Long-standing antagonist brand across packaged coffee, RTD, and cafés
- J.M. Smucker
Head-to-head FDM/grocery packaged-coffee rival via Folgers, Café Bustelo
- Monster Beverage
Dominant US energy-drink incumbent contesting the same shelf space
- Celsius
Fast-growing fitness-positioned energy rival, scaled via Alani Nu deal
- Keurig Dr Pepper
Distribution partner that also owns competing K-Cup and energy brands
- Dutch Bros
Fast-growing drive-thru café chain, closest public Outpost peer
Compare
| Company | Price | Change | |||||
|---|---|---|---|---|---|---|---|
| Black Rifle Coffee | $9.36 | +5.17% | $283.2M | — | 23.4 | 0.7 | +12.9% |
| Starbucks | $94.96 | +0.06% | $108.19B | 54.5 | 31.8 | 2.8 | −1.4% |
| J.M. Smucker | $121.39 | +1.26% | $12.81B | 56.0 | 12.0 | 1.4 | +5.0% |
| Monster Beverage | $44.61 | +1.38% | $86.06B | 40.6 | 36.4 | 9.3 | +20.2% |
| Celsius | $29.57 | +5.51% | $7.16B | 133.4 | 19.7 | 2.4 | +10.6% |
| Keurig Dr Pepper | $31.41 | +2.57% | $41.66B | 30.8 | 12.8 | 2.1 | +75.6% |
| Dutch Bros | $38.64 | −1.32% | $6.76B | 54.4 | 35.2 | 3.6 | +32.5% |
| Median | 54.5 | 25.7 | 2.6 | +15.4% |