Black Rifle Coffee Company on Thursday 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 consumer appeal and 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.
Terms of the agreement were not disclosed.
