Significant Sales Growth
Black Rifle Coffee Company significantly outperformed the U.S. coffee category with 32% sales growth and a 29% increase in unit volume, compared to the category's 9.6% sales growth and 1% decline in units.
Expansion in Distribution
ACV in grocery increased by 19 percentage points year-over-year to 46.5%, while total ACV across all tracked channels rose 15 points to 56.6%. The company also expanded national distribution with a leading rural lifestyle retailer.
RTD Coffee Outperformance
The ready-to-drink coffee business delivered 7% sales growth, with unit volume up 9% in a category that declined 4% and category units fell 6%.
Successful Launch of Black Rifle Energy
Black Rifle Energy was launched in January and by the end of Q2 was available in over 15,000 retail locations, reaching 23% ACV.
Direct-to-Consumer Channel Improvement
DTC revenue was 7.8% lower year-over-year, but after adjusting for a $2.4 million loyalty reserve benefit recognized in the prior year, sales in the channel were slightly positive.
Community Engagement and Brand Building
The company deepened engagement with service members, veterans, first responders, and their families, enhancing brand awareness and authenticity.