Are you looking to trade coffee stocks? Black Rifle coffee stock isn’t available to trade as they’re a privately owned company. However, you can drink their coffee while trading. And it’ll give you a nice zing in the morning. The more focused you are, the better you’ll trade. But remember, you need more than good, strong coffee to be focused. You need a good night’s sleep too. Then you can take on the trading day refreshed and ready to go.
Is Black Rifle Coffee a Public Company?
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 know but tastier brand.
One company that has thrived during the pandemic is Black Rifle Coffee Company (BRCC for short, not a ticker symbol). They’re the operator of a small-batch, premium, roast-to-order coffee company.
Much 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 fresh, directly to their customers. However, there is no Black Rifle coffee stock to trade because they’re still a private me.
Unlike many coffee outlets, their focus is online, not retail. 70% of their $163million 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 COIVD; however, it is not BRCC’s only differentiating factor.
Black Rifle Coffee Stock of Their 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’ve quickly grown from only $1million 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 the Fox News of the coffee world. Starbucks stated they’d be hiring 10,000 refugees in response to then-President Trump’s executive order barring entry.
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 coffee stock.
The brand pushes its military, law enforcement, and first responder roots with love for the second amendment, with cool packaging that looks like an old surplus ammo box and coffees with 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.”
Is Black Rifle Coffee Veteran-Owned?
Yes Black Rifle coffee is veteran owned. Plus they employ a large majority of veterans in their company. In fact, if you’ve seen their commercials, then you’ve seen the woman in them. She too is a veteran as well as a VP in the company. If you google Black Rifle Coffee stock, people want to know who she is. And it’s a Google generated suggestion.
Taking a stance and holding true 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 their buying from BRCC because of BRCCs past actions.
This is a loyal and strong-minded subset that’s willing to buy with conviction. Mirroring the results of a 2019 survey by Edelman that found 60% of American consumers now make decisions about whether to purchase or boycott a company’s product based on its societal issues stances; 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 and 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 who is holding Zip ties and wearing a BRCC hat. Nor to the alleged killer of two black lives matter protestors, Kyle Rittenhouse, was also seen wearing a BRCC T-Shirt on his release from Jail; a statement that 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, moving Black Rifle 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, it sounds like a smart move.
What Can We Learn From BRCC?
Sadly, there’s no Black Rifle coffee stock. For now, you’ll have to settle on investing in other coffee brands. That doesn’t mean you can’t support them, or look to other publicly traded coffee companies and see if they’re taking a page out of the BRCC playbook.
To grow their brand, Black Rifle has been very successful 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 that 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.
Looking to try Black Rifle Coffee? Join their club and get 20% off your first order.