SALT LAKE CITY, USA – Black Rifle Coffee Company has unveiled a long-term sales and distribution agreement with Keurig Dr Pepper Inc. for BRCC’s new line of ready-to-drink Black Rifle Energy beverages. The deal matches BRCC’s vast consumer appeal and authentically entertaining brand strategy with KDP’s unique route-to-market advantage.
Black Rifle Energy beverages provide a boost from naturally sourced caffeine fueled by BRCC’s proprietary Black Rifle Energy Blend, presented in packaging that embodies the brand’s identity and its commitment to quality, patriotism, and the military and first responder communities.
Offering zero-sugar energy delivery, Black Rifle Energy beverages come in four refreshing flavors, each with 200 milligrams of caffeine per 16-ounce can. The Black Rifle Energy beverage line is expected to launch in Q4 and be available nationwide in early 2025.
Under the terms of the agreement, KDP will sell and distribute Black Rifle Energy within the majority of its company-owned direct store territories nationwide, driving retail availability and multiplying household market share.
Black Rifle Coffee Company CEO Chris Mondzelewski said, “The strength of Black Rifle Coffee Company lies in our decade-long commitment to offering customers unique products and experiences that can’t be found elsewhere. With Black Rifle Energy, we are staking our claim in a $21 billion category and launching the next generation of consumer-centric innovation. Our collaboration with KDP enables us to expand our retail presence, accelerate household reach, and enhance our commercial operations. We’re equally proud to partner with a company that shares our mission of giving back to the veteran community.”
Andrew Archambault, President, U.S. Refreshment Beverages at Keurig Dr Pepper said, “This partnership is a win for consumers and for both of our companies. Black Rifle Coffee’s strong brand and passionate following are distinct advantages that position it for success in the energy space. This is an exciting expansion to our K-Cup pod partnership launched earlier this year, and we see a unique role for Black Rifle Energy within our Energy portfolio of brands. Together, we can drive growth and accessibility for this new product offering in the category.”
Terms of the agreement were not disclosed.
More details about the partnership can be found on the BRCC website at ir.blackriflecoffee.com.
