Black Rifle Coffee was founded in Black Rifle Coffee Company was founded in 2014 by former U.S. Army Green Beret Evan Hafer. Other key founders include Mat Best along with Jarred Taylor and Richard Ryan. The company was built on the mission to serve premium coffee and culture to a patriotic audience, with a strong commitment to the veteran community. The brand gained national attention in 2017 after pledging to hire 10,000 veterans in response to a Starbucks announcement. The brand is known for its The brand’s core differentiators are its identity as a SOF veteranowned company and its promilitary,proSecond Amendment ethos. It is positioned as a missiondriven lifestyle brand that serves “coffee and culture to people who love America.” A key component of their strategy is their powerful media platform which produces original content that reinforces their brand identity and engages a loyal and highlyengaged customer base. They are committed to supporting veterans along with law enforcement and first responders through hiring and philanthropic efforts. Their signature products include The brand’s signature products include the Just Black Roast (a popular medium roast) along with the Freedom Roast and the Tactisquatch (a dark roast). Other iconic roasts include the AK47 Blend and Murdered Out Coffee. Their ReadytoDrink (RTD) line is also a key product category, featuring highcaffeine options like the Ready To Drink 300 series. The BRCC Grenade Mug is a signature piece of gear.
Black Rifle Coffee offers a wide range of products, including The brand’s signature products include the Just Black Roast (a popular medium roast) along with the Freedom Roast and the Tactisquatch (a dark roast). Other iconic roasts include the AK47 Blend and Murdered Out Coffee. Their ReadytoDrink (RTD) line is also a key product category, featuring highcaffeine options like the Ready To Drink 300 series. The BRCC Grenade Mug is a signature piece of gear. The brand is particularly known for its The brand’s core differentiators are its identity as a SOF veteranowned company and its promilitary,proSecond Amendment ethos. It is positioned as a missiondriven lifestyle brand that serves “coffee and culture to people who love America.” A key component of their strategy is their powerful media platform which produces original content that reinforces their brand identity and engages a loyal and highlyengaged customer base. They are committed to supporting veterans along with law enforcement and first responders through hiring and philanthropic efforts. and has recently launched Recent launches and collections include the Navy 250th Roast (a limitededition roast celebrating the Navy’s 250th anniversary) and various apparel items like the Jolly Roger Cross Bones TShirt and Grim Sipper Give Me Coffee TShirt. The brand frequently releases new, themed coffee roasts and merchandise tied to military and patriotic themes. The Ready To Drink (RTD) 300 line, including flavors like Vanilla Bomb and Salted Caramel, represents a major product expansion.
Black Rifle Coffee is at the forefront of innovation with technologies such as The brand does not heavily market proprietary “technologies” in the traditional sense alongside but rather emphasizes their smallbatch and inhouse roasting process to develop “explosive roast profiles.” They focus on the quality of their imported, handselected microlot coffee beans and the expertise of their veteran roasters. The brand’s innovation is more evident in its product formats, such as the highcaffeine Ready To Drink (RTD) 300 line and their singleserve Rounds (coffee pods). These innovations have led to numerous awards, including Black Rifle Coffee Company has received recognition for its business growth and talent management. Notable achievements include being recognized as one of Utah’s fastestgrowing companies for two consecutive years (as of October 2023). The company also earned a ranking on Circana’s CStore pacesetters category (awarded the 4 ranking out of 100 brand launches in June 2024). Additionally, they were recognized by the LinkedIn Talent Awards (February 2022) for their utilization of LinkedIn Talent Solutions.
Effective Black Rifle Coffee shopping requires detailed knowledge of their price positioning, which is The brand is positioned in the premium specialty coffee market. Price points for whole bean/ground coffee bags are typically in the $16.99 to $20.00 range, with some specialty roasts like the Dictator Geisha Roast reaching $40.00. ReadytoDrink (RTD) products are sold in multipacks, with prices around $39.99 to $43.99 for a 12pack. The target market is primarily male, aged 2544, with a strong interest in military alongside firearms and patriotic culture,including veterans and active military along with first responders and their supporters. Look out for collaborations like BRCC has established notable partnerships, including becoming the exclusive “Official Coffee of UFC” in the U.S. (announced February 2024). They have also partnered with the Dallas Cowboys (though this partnership received some public backlash) and have been named the Official Coffee of Army West Point Athletics. The brand is also known for its association with various military and progun influencers, such as Lena Miculek. A significant philanthropic collaboration is the “Operation: Debt of Gratitude” initiative with Born Primitive to eliminate veteran medical debt. for unique items.
The heritage of Black Rifle Coffee reflects a deep commitment to quality and innovation. The brand has a strong commitment to sustainability, with initiatives like BRCC’s publicfacing sustainability efforts are primarily focused on ethical sourcing and veteran support. They state they import highquality coffee beans from “highestdemand sustainable farms” and have a Supplier Code of Conduct that addresses environmental practices, including resource consumption and pollution prevention. However, specific, named thirdparty environmental certifications (e.g., Fair Trade, Rainforest Alliance) are not prominently featured as a core brand pillar, with their mission focus being on veteran and first responder support.
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