Black Rifle Coffee Company is a Veteran-founded premium coffee and energy beverage brand built around a military, veteran, and patriotic identity. Black Rifle sells roasted bagged coffee, single-serve pods, ready-to-drink (RTD) canned coffee, and, as of early 2025, a line of energy drinks under the Black Rifle Energy brand. The company sells through three channels: wholesale (~64% of FY25 revenue), direct-to-consumer (DTC, ~29%), and company-owned and franchised coffee shops called Outposts (~6%). Wholesale — through retailers like Walmart, Sam's Club, and convenience chains — is the primary growth engine, and Black Rifle uses a "land and expand" strategy of entering retailers with a small number of SKUs, then earning additional shelf space over time. DTC includes a subscription service called Coffee Club with roughly 159,900 active subscribers, but this channel has been declining as consumers shift to retail. The Outpost channel is small and not a current growth priority. Black Rifle Energy is distributed in partnership with Keurig Dr Pepper, which manufactures the product and provides access to its direct store delivery network covering roughly 180,000 retail doors. Black Rifle's margins are pressured by green coffee commodity costs, trade investment to secure shelf space, and import tariffs on green coffee sourced primarily from Colombia, Brazil, and Nicaragua. The company's growth strategy focuses on expanding retail distribution in packaged coffee, rolling out Black Rifle Energy nationally, and gaining share in RTD coffee, where Black Rifle holds the #3 position in the U.S.