Here are 1-2 brief analogies for BRC (BRCC):

• BRCC is like Yeti, but for coffee.
• BRCC is like Starbucks, but for veterans and patriots.

• Coffee Products: Offers a wide variety of roasted coffee beans and ground coffee in various blends and single origins.
• Ready-to-Drink (RTD) Coffee: Provides canned, pre-brewed coffee beverages for convenient, on-the-go consumption.
• Coffee Subscriptions: Delivers curated coffee products to subscribers on a recurring basis.
• Branded Merchandise: Sells apparel, mugs, brewing equipment, and other items featuring the company's branding.
• Coffee Shops (Outposts): Operates physical retail locations offering prepared coffee drinks, food, and branded merchandise.

Based on BRC Inc.'s (BRCC) financial disclosures for the fiscal year ended December 31, 2023, the company primarily sells to individuals. Approximately 54% of its net revenue was derived from its Direct-to-Consumer (DTC) and Outposts channels, both of which primarily serve individual customers, surpassing the revenue generated from its wholesale channel.

The company serves the following categories of individual customers:

• Military, Veterans, and First Responders: This is a foundational customer segment for Black Rifle Coffee Company. The brand is deeply integrated with and committed to supporting those who have served in the armed forces and emergency services. Their marketing, hiring practices, and charitable initiatives are often centered around this community.
• Patriotic Consumers: Individuals who align with the brand's strong pro-America, pro-freedom, and often conservative values. This customer segment is drawn to Black Rifle Coffee Company's distinct brand identity and mission, which frequently emphasizes patriotism, individual liberty, and support for the military and first responders.
• General Coffee Enthusiasts: Consumers who seek high-quality, premium, and often robust-roast coffee. While there can be overlap with the above categories, this segment includes a broader group of coffee drinkers who appreciate specialty coffee and may be attracted to the brand's unique product offerings, taste profiles, or overall brand aesthetic, irrespective of deep alignment with its social values.

• Keurig Dr Pepper (KDP)

Chris Mondzelewski Chief Executive Officer

Chris Mondzelewski has served as Chief Executive Officer of BRC Inc. since January 2024, and previously as President since June 2023 and Chief Marketing Officer since May 2023. Prior to joining Black Rifle Coffee Company, he accumulated over 28 years of consumer marketing, business, and leadership experience, including 13 years at Mars Inc., where he held multiple leadership positions such as Chief Growth Officer and Senior VP North America Customer Development. He also spent 12 years at Kraft Foods, where he led businesses in North America and China. Before his business career, Mondzelewski served as a Marine for five years, including a deployment in support of Operation Desert Freedom.

Matthew Amigh Chief Financial Officer

Matthew Amigh was appointed Chief Financial Officer, effective July 7, 2025. He brings over 25 years of financial, operational, and supply chain leadership across both public and private consumer businesses. Before joining BRCC, Mr. Amigh served as Chief Financial Officer of Ethos Pet Nutrition. He was also CFO and Interim CEO of Bulletproof 360, Inc., where he successfully led the company's return to profitability and its eventual sale. Additionally, he held executive leadership roles at Lenny & Larry's and served as both CFO and COO at Raybern Foods, guiding the latter through a successful strategic exit. His earlier career includes senior finance roles at Mars, Del Monte Foods, and Kraft Heinz. Mr. Amigh is a Certified Public Accountant and a U.S. Army veteran.

Evan Hafer Executive Chairman

Evan Hafer is the founder of Black Rifle Coffee Company and has served as its Executive Chairman since January 2024, having previously been CEO from the company's inception through December 2023. He founded Black Rifle Coffee Company in 2014. Prior to founding the company, Mr. Hafer served in the U.S. Army for 20 years, with 15 years in special forces as a Green Beret, and also worked as a contractor for the Central Intelligence Agency.

Mat Best Chief Branding Officer

Mat Best co-founded Black Rifle Coffee Company with Evan Hafer and has served as the company's Chief Branding Officer since its inception. Before co-founding BRCC, he founded Article 15 Clothing and created multiple other brands, including Leadslingers Spirits and the Drinkin' Bros Podcast. Mr. Best served in the U.S. military, deploying five times to Iraq and Afghanistan with the 2nd Ranger Battalion, 75th Ranger Regiment, and subsequently worked as a contractor for the CIA for five years.

The key risks to Black Rifle Coffee Company (BRCC) are primarily centered around its supply chain, intense market competition, and the maintenance of its brand reputation.

1. Supply Chain Dependence and Commodity Price Volatility: BRC Inc. is highly reliant on third-party suppliers and co-manufacturers for its coffee beans and other essential supplies. Fluctuations in the cost or availability of high-quality coffee beans and other commodities can significantly and adversely impact the company's business and financial results. This includes potential disruptions due to geopolitical tensions and environmental factors.
2. Intense Competition and Shifting Consumer Preferences: The company operates in a highly competitive market for coffee and energy drinks. Its success is heavily dependent on evolving consumer preferences and tastes. BRC Inc. faces challenges in competing successfully with other producers and retailers, and any shifts in consumer spending or lack of interest in new products could negatively affect demand for its offerings. Recent reports indicate declines in Direct-to-Consumer (DTC) and Outpost revenues, signaling potential shifts in consumer purchasing behavior.
3. Brand and Reputation Risk: BRC Inc.'s brand and reputation, particularly its connection to the veteran community and its media content, are crucial to its success. Any negative publicity, regardless of its accuracy, or a failure to maintain or enhance the value and reputation of its brand, including its support for the veteran community, could adversely impact its operating results and financial condition.

Black Rifle Coffee Company (BRCC) operates primarily within the United States, focusing on coffee and branded apparel, as well as coffee accessories, brewing equipment, and media content. The addressable markets for its main products and services in the U.S. are sized as follows:

• Coffee Market (U.S.): The U.S. coffee market was valued at approximately $23.96 billion in 2025 and is projected to reach $28.94 billion by 2030, demonstrating a Compound Annual Growth Rate (CAGR) of 3.85%. Other estimates place the U.S. coffee market size at $29.0 billion in 2025, anticipated to grow to $39.7 billion by 2034 with a CAGR of 3.54%. Another source indicates a market size of $90.97 billion in 2025, expecting to reach $150.88 billion by 2034 with a CAGR of 5.8%.
• Ready-to-Drink (RTD) Coffee Market (U.S.): As a segment of the broader coffee market, the U.S. ready-to-drink coffee market is estimated at $5.7 billion in 2025 and is expected to grow to $7.23 billion by 2030, at a CAGR of 4.88%.
• Apparel Market (U.S.): The United States apparel market is valued at approximately $365.70 billion in 2025 and is projected to grow at a CAGR of 2.11% between 2025 and 2028. Another estimate places the U.S. apparel garment industry at around $395 billion in 2025.

Share Repurchases

There is no significant information available in the provided sources regarding material share repurchases made or authorized by BRC Inc. (BRCC) over the last 3-5 years.

Share Issuance

• BRC Inc. completed an underwritten public offering in July 2025, issuing 32,200,000 shares of Class A Common Stock.
• The gross proceeds from this July 2025 offering were approximately $40.3 million, with net proceeds totaling $37.4 million after deducting issuance costs.
• In the third quarter of 2025, $297,000 was generated from the issuance of stock through the Employee Stock Purchase Plan.

Inbound Investments

Black Rifle Coffee Company became a publicly traded company in February 2022 through a de-SPAC transaction with SilverBox Engaged Merger Corp I. This event typically included a Private Investment in Public Equity (PIPE) component, representing a significant inbound investment. While the specific dollar amount of the PIPE investment is not explicitly stated in the provided search results, the overall transaction facilitated the company's public listing.

Outbound Investments

The available information does not indicate any significant outbound investments, such as acquisitions of other companies, made by BRC Inc. (BRCC) within the last 3-5 years.

Capital Expenditures

• Capital expenditures for BRC Inc. were $30 million in 2022, $22 million in 2023, and $7.71 million in 2024.
• Historically, capital expenditures were $5.94 million in 2020 and $8.67 million in 2021.
• The company plans to continue reallocating investments to higher-growth areas, particularly in the Wholesale channel, and anticipates accelerated growth in the Outpost channel in future years as investments resume. These expenditures support the expansion of operations, including new Outpost locations and enhancements to roasting facilities.