Black Rifle Coffee Company (NYSE: BRCC) has announced a long-term sales and distribution agreement with Keurig Dr Pepper Inc. (NASDAQ: KDP) for its new line of ready-to-drink Black Rifle Energy beverages. The deal pairs BRCC's consumer appeal and brand strategy with KDP's route-to-market advantage.
The Black Rifle Energy beverages, set to launch in Q4 2024 and be available nationwide in early 2025, offer zero-sugar energy delivery in four flavors, each containing 200 milligrams of caffeine per 16-ounce can. Under the agreement, KDP will sell and distribute Black Rifle Energy within the majority of its company-owned direct store territories nationwide.
BRCC's CEO, Chris Mondzelewski, highlighted the company's commitment to unique products and experiences, positioning Black Rifle Energy in a $21 billion category and calling the collaboration with KDP an opportunity to expand retail presence, accelerate household reach, and enhance commercial operations.
Andrew Archambault, President of U.S. Refreshment Beverages at Keurig Dr Pepper, expressed excitement over the partnership, citing Black Rifle Coffee's strong brand and passionate following as distinct advantages for success in the energy space. He noted the unique role for Black Rifle Energy within KDP's energy portfolio of brands.
While the terms of the agreement were not disclosed, this partnership marks a significant move for both companies in the energy beverage category. As a result of these announcements, the company's shares have moved -6.1% on the market, and are now trading at a price of $4.09. For more information, read the company's full 8-K submission here.
