Sales Growth Outperformance
Black Rifle Coffee Company achieved a 32% sales growth on a 29% increase in unit volume, outperforming the U.S. coffee category's 9.6% sales growth and 1% decline in units.
Direct-to-Consumer Channel Stabilization
Despite a 7.8% decrease in year-over-year direct-to-consumer revenue, adjusted sales showed slight positive growth after accounting for a $2.4 million loyalty reserve benefit from the prior year.
Ready-to-Drink Coffee Segment Success
The company delivered 7% sales growth in its ready-to-drink coffee segment, outperforming a category that declined by 4%. Unit volume was up 9% against a 6% decline in category units.
Energy Drink Expansion
Black Rifle Energy reached distribution in over 15,000 retail locations with a 23% ACV since launching in January, showing strong momentum in a competitive category.
Wholesale Segment Growth
The wholesale segment grew 14% year-over-year, and after adjusting for $3 million in nonrecurring revenue, sales increased by 21% in the second quarter.
Operational Cost Efficiency
Headcount was reduced by approximately 20% year-over-year, resulting in lower salaries, wages, and benefits, which were reinvested into marketing.