Black Rifle Coffee’s ready-to-drink cans are flying off shelves. Shoppers now grab flavors like Espresso Mocha, Espresso Cream, and Caramel Vanilla faster than the firm can restock. These cans boast 200 to 300 mg of caffeine each, a big jump over many iced coffees. Added vitamins and MCT oil ride along in every 11-ounce aluminum sleeve. Gluten-free labels widen the appeal, matching current consumer trends toward functional, wellness-driven sips. The company calls this push “Freedom fuel” and keeps rolling out product innovation to stay ahead. Interestingly, these caffeine levels are significantly lower compared to brands like Devil Mountain’s Black Label, which contains over 1,500 mg per serving.
Sales numbers show the bet worked. Q2 revenue from the RTD line rose 42 % year-over-year. Store checks find the cans in Target, Walmart, Dollar General, and roadside stops; avid drivers can even pick up roadside stops at Brookshire’s location in Whitewright #717 alongside the fresh produce aisle. Each can costs about $3.59, placing the brand in the premium lane but still cheaper than most café lattes. Online channels added scheduled delivery and free returns, lifting digital orders 28 %. In total, RTD sales now make up almost half of Black Rifle’s total revenue, a big swing from just two years ago. Brookshire’s has also begun stocking the 15-fluid-ounce Espresso Mocha cans at $3.99, giving the brand an extra push in regional grocery aisles. Additionally, the surge in RTD sales aligns with consumer preferences shifting towards independent coffee experiences that prioritize unique flavors and personalization.
42% leap, $3.59 a can—Black Rifle’s ready-to-drink cans now drive half its revenue.
Yet the growth spurt brought a sharp sting. Supply costs climbed as aluminum prices stayed high and specialty ingredients like MCT oil jumped in price. Shipping freight also hit record rates. Gross margin on the RTD cans slid from 39 % a year ago to 27 % this quarter.
Marketing spend grew 54 % as the firm fought shelf space battles with Starbucks and Monster. The result: Black Rifle posted a Q2 net loss of $18.7 million, triple the year-prior figure. Executives told analysts they’ll raise prices 5 % this fall and start making cans closer to store hubs to cut freight bills.
For now, shoppers keep loading carts with the tall, tan cans. The firm’s bet on bold caffeine, patriotic branding, and non-stop flavor drops is winning fans. Whether the new pricing and cost fixes close the loss gap will steer the next chapter.
