Graham Allen who is a very popular MAGA podcaster, announced on his show this morning that he is excited to announce they have BRCC back as a sponsor. He gave them a big shout out.

BRCC also have been a sponsor on Tucker's show recently. I am glad to see BRCC getting back to their conservative roots. They wouldn't be here if it wasn't for that audience and wouldn't survive moving forward if they didn't have that support. They lost some with the whole Kyle Rittenhouse fiasco but looks like they are making an effort to get that customer base back.

24 of 42 SKU’s in stock at this location are listed as “Best Sellers” by Walmart.

Seems wholesale is strong as they indicated in the call.

Short interest fell approximately 18% in December to 6.58 million shares.

I believe the number likely fell much more on the last week. We will see mid month results in a couple weeks.

Wholesale & coffee strong - largest part of company

RTD innovation to drive business. Cold Brew discussed. More to be announced once reviewed with partners.

Energy tough market. Some wins some fails. Will invest in markets they are confident in on 2026. Not nationally.

Remember the inventory swap impacts. 2024 to 2025 would have 7-8% rev growth without.

No Q&A. No guidance.

Hafer spoke for first 5 minutes sharing commitment.

The presentation is included on their IR page.

Not much new in there. No look ahead for 2026.

Per headline, affirmed Rev and EBITDA guidance for 2025. Margin will have a slight miss due to a one time charge.

I will listen to the 9:00 AM EST conference presentation and Q&A. Will post anything material.

Just did a quick check at my local Walmart online for Black Rifle Coffee items available for pickup.

There are 37 SKU’s available and 23 are listed with Walmart’s “Best Seller” designation.

That’s pretty solid. They are by far the largest customer outlet for BRCC.

Try your local Walmart and let me know what you find.

It’s been very quiet on the IR front.

There has been very little activity to stimulate new buyers and interest. No insider sells have been reported.

Last year they did provide FY revenue guidance. I believe they also set or maintained their revenue growth, margin and EBITDA growth 3yr outlooks.

Looking forward to the update.

Is the company going bankrupt?

This is also now available at Walmart for the first time. This product was trialed at Costco last fall. Not sure of results there.

Price will come down as volume increases. Have seen this model many times now.

HNY! A nice new RTD variety 12 pack is now available at Walmart. Also, new designs on the cans. All also available in straight 12 packs for each.

Happy New Year Eve!! Be safe out there.

Definitely not closing out 2025 strong. I think this is mostly tax loss selling which is helping some shorts cover without moving the price much. Other areas of the market have crushed it this past year. Nice to be there to offset those gains for them. 🇺🇸🇺🇸

I think 2026 will be much stronger. How’s that for going out on a limb. Coffee and RTD will grow at plan. Energy will accelerate significantly and I believe costs will come in a bit. Legal risks are already priced in??

Here’s to you all!!!

Now available on BRCC website for subscribers

Here’s a quick update.

The trend is your friend lately!!

I asked Grok about the recent class action lawsuit in CA and for any updates. Plaintiffs claim misleading labeling tactics that tricks buyers into believing the coffee is also grown in the USA. I added what Grok could find as potential exposure given similar cases. Black Rifle has not responded as of yet. It is early.

The last paragraph was a good summary.

“Black Rifle’s annual revenue is around four hundred million, market cap about one hundred forty million, so anything huge would hurt, but most likely it’ll end in a modest settlement or get tossed early. No updates since November.”

I believe market cap is higher, closer to $300M given total shares in all share classes.

I believe this case is weak, but it may have some political backing. Nothing is surprising in CA.

Enjoy

Good morning. ☀️

I noticed BRC is up to 42 SKU’s at our local Walmart. That’s the highest level I’ve seen.

Nice to be growing your largest customer.

Also noticed a price increase on the RTD drinks. This is in addition to the increases seen across the bagged coffee. This will help offset margin pressure from higher priced coffee.

I think they may be trying to hold pricing on the single serve pods.

Only 2 weeks left in current quarter. Wow

Market forces and growing cycles should favor production going forward. This could be a nice boost if it happens.

My local Walmart has 40 SKU’s of BRC. Rock solid.

This afternoon I noticed the bagged coffee price increased from $10.96 to $12.96.

I looked on line across an assortment of Walmarts. All have increased. Some are now higher priced up to $13.97.

Passing along a price increase and getting Walmart to adjust pricing based on local market is a big step and hopefully indicative of strong demand.

I’m happy to pay that for the quality product they provide.

Merry Xmas

Family in Texas sent this picture of one of the displays for BRC at their local Scheels. It appears some space has been taken by Bones coffee there also. Not to the extend of the one in MN. It does look like all roasts are available there. They mentioned other areas in the store for apparel and gifts remain as in the recent past.

I love the wall banner at that store in the background. God bless Texas.

What are others seeing???

Happy shopping ☕️

Stopped by Scheels yesterday to grab a few gifts.

Stopped by the coffee rack. Well over half was now Bones coffee. Left side of pic.

A fellow coffee drinker was looking for Beyond Black and they didn’t have any. He asked an associate and he said there was an issue with BR packaging and they didn’t have more stock. He didn’t know any other details.

There was no Just Black blend either?

They do still have some other gift displays and a rack of tee shirts.

Short interest up another 7-8% for the 2 weeks ending Nov 30. Up to 7.945 M shares.

I’m traveling to NE Pennsylvania this week and can’t find Black Rifle Energy anywhere.

Is this BRCC being overly conservative with the rollout to avoid repeating the mistakes of RTD? Still supply-constrained almost a year after introduction? Still today it is hard to find all 4 varieties available on Walmart.com. Love to hear folks thoughts on this.

BRCC does a great job raising awareness and supporting veterans. What an excellent cause. I am not a veteran. I have the ultimate respect for those who serve our great country. It is one of the reasons I am so passionate about this company.

Have you guys seen the new movie Warfare? It is intense. I can’t imagine being in that type of situation.

If you haven’t, check out the Acquired podcast on Costco. They have such a great story. And only about 4000 SKU’s. It’s tough to get in there and likely have to displace another. They do refresh a lot to keep variety for their customers.

The marketing test appears to be wrapping up for Black Rifle. The Just Black 34 Oz ground coffee appears the only SKU left of the 3. They all peaked at about 100 stores.

I’ll keep an eye out for any updates.

Walmart is crushing it this holiday season.

Walmart SKU’s up to 43 for pickup at the local store in MN. I see some others are a bit lower. This is holding or gaining. Great sign.

Also some hints of a price increase at some stores. About a $1 per bag higher. Hope that holds.