Black Rifle Coffee Stock

Black Rifle Coffee (BRCC) Stock Price and Symbol

Are you looking to trade Black Rifle coffee stock? The company announced it would be going public via a SPAC deal with a company called “SilverBox Engaged Merger Corp” or SBEA. And they’re now a publicly traded company. So you can enjoy their coffee while trading their stock. They have some incredibly strong blends that pack a serious punch. The real bonus here is the more focused you are, the better you’ll trade. But remember, you need more than good, strong coffee to be focused. It would be best to have a good night’s sleep, too. Then, you can take the trading day refreshed and ready to go.

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With the Covid pandemic, we’ve been required to change our lives drastically. One of those changes is not getting our daily coffee fix from our favorite coffee location, be it Starbucks ($SBUX) or a lesser-known but tastier brand. 

One company that has thrived during the pandemic is Black Rifle Coffee Company (BRCC for short, now a ticker symbol). They’re the operator of a small-batch, premium, roast-to-order coffee company. 

Like many other coffee sellers, the company imports high-quality coffee beans directly from Brazil and Colombia. They then blend and roast their coffees to be shipped directly to their customers. However, there is no Black Rifle coffee stock to trade because they’re still a private company until the SPAC deal mentioned above becomes official.

Unlike many coffee outlets, their focus is online, not retail. 70% of their $163 million in 2020 revenues from e-commerce sales, merchandise, and a coffee club for regular subscription delivery to the members’ homes. This has been very popular during COVID-19; however, it is not BRCC’s only differentiating factor. 

Black Rifle Coffee Stock

Black Rifle Coffee Stock Customers

The veteran-owned and operated coffee company has decided to focus on a specific set of customers, the hyper-partisan right, and it’s paid off. This is why they quickly grew from only $ 1 million in revenues in 2015.

BRCC’s CEO, Evan Hafer, is proud of his military service and welcomes other veterans. Of BRCC’s 450 current employees, 55% are military veterans. Most large American brands have historically sought to stay above the partisan divide.

BRCC has intelligently chosen to be more of the Fox News of the coffee world, though supporting veterans should be a nonpartisan movement we can all get behind.

On the opposite side of the coffee bean spectrum, Starbucks stated they’d be hiring 10,000 refugees in response to then-President Trump’s executive order barring entry.

Not to be outdone, Hafer boosted his brand’s image with its base when he said he’d be hiring 10,000 veterans. He may still have a long way to go to reach this number. But he’s getting there. That could be a plus for Black Rifle’s coffee stock in the future.

The brand pushes its military, law enforcement, and first responder roots with love for the Second Amendment. They have cool packaging and coffees, resembling an old surplus ammo box. They also have gun-related names like the “AK-47 Espresso Blend.” This “will fuel your midnight ops or your morning commute.” 

Or the “Coffee or Die” roast, created to “show our customers that there are still great companies in America that value freedom and our way of life for all.”

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Is Black Rifle Coffee Veteran-Owned?

Yes, Black Rifle Coffee is veteran-owned. Plus, they employ a large majority of veterans in their company. If you’ve seen their commercials, you’ve seen the woman in them. She, too, is a veteran and a VP of the company. People want to know who she is if you google Black Rifle Coffee stock. And it’s a Google-generated suggestion.

Their Stance

Taking a stance and holding to values has paid off. In the eyes of BRCC’s customer base, they’re proud Americans doing the right things. Many customers and club members state that they feel confident about buying from BRCC because of BRCC’s past actions. 

This loyal and strong-minded subset is willing to buy with conviction. This mirrors the results of a 2019 survey by Edelman that found 60% of American consumers now decide whether to purchase or boycott a company’s product based on its stance on societal issues, up from 47% in 2017. 

Making these kinds of stances can both attract and alienate consumers. It’s a fine line to draw, but BRCC has been successful. Likewise, other companies have been too. 


My Pillow company has seen revenues increase 30% since its leader, Mike Lindell, took a stance on the 2020 election results. As BRCC gets bigger, they’ve recently started to back away from some hot points. In the process, it has angered some consumers.

Hafer has claimed that BRCC has no ties to the subject in a famous picture of a Jan 6th Capitol rioter in the house chamber holding Zip ties and wearing a BRCC hat. Nor was the alleged killer of two black Lives Matter protestors, Kyle Rittenhouse, also seen wearing a BRCC T-shirt on his release from Jail. This statement has angered some of BRCC’s zealot clientele. 

Hafer has pushed back any criticism, saying that he and BRCC are increasingly focused on military veterans’ issues. As a result, it has moved Black Rifles beyond being affiliated with any particular political party. The way the mainstream media tends to use every issue as an opportunity to separate people and fuel division sounds like a smart move.

Final Thoughts: Black Rifle Coffee Stock

Now you can Black Rifle coffee stock! To grow its brand, Black Rifle has succeeded by taking a particular stance from other companies in the segment. This move requires a loyal customer base that agrees with this stance. However, this brand positioning can limit sales growth and opportunity for capital from those who disagree with some political views in the long term. 

Some of BRCC’s consumers may have stopped buying from them when BRCC made a move that wasn’t in line with the consumer’s beliefs. We can use this knowledge to invest. Smaller companies looking to grow can build their brand in a partisan way if they have a loyal customer base that responds well to the image portrayed. 

These are great small-cap targets for us. As they get larger, they’ll need to make a cautious shift to their branding to be more inclusive. The sooner this is done, the better; making a slight course correction early in the case of BRCC “focused on military veterans’ issues,” you can bring more of your base with you and attract a wider clientele, leading to a successful future.

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