Black Rifle Coffee Company officially completed it’s merger with SilverBox Engaged Merger Corp to list on the stock market under the symbol $BRCC. On its first day of trading, the stock popped over 30%, closing over $15 at market close.

While this company has been on my radar for a while, I lost track of the listing with all of the other noise going on with the market. However, this company should not be left out of the conversation when it comes to brand awareness and recognition.

Founded in 2014, my first experience with the company came while I was in the Coast Guard. Prior to every deployment, one of my fellow Junior Officers would order pounds of the coffee to take with us for the months we were underway. Always good coffee and appreciated, I’ve never considered myself a coffee “aficionado” and never worried about the brand of coffee in my cup, as long as I had the caffeine.

Then, in 2021, I got a chance to listen to the CEO Evan Hafer speak on the Joe Rogan Experience Podcast, and I really appreciated and connected with his outlook on the world and running a business. Currently, 50% of $BRCC employees are either veterans or spouses of veterans. Additionally, in 2021 alone, they donated over $3 million dollars worth of coffee to the Military, Law Enforcement, and First Responders. Entirely owned and operated in the United States, the company really spoke to my patriotic roots.

Yet, to make an investment in a company worthwhile, there has to be a lot more than just a “feel good story” behind the thesis. After completion of the merger, the company was valued at $1.7 billion dollars at the $10 share price commonly utilized with SPAC investing. With its current price, the valuation sits at ~$2.55 billion.

To back up its performance, BRCC estimated that for 2021, it’s expected revenue is $230 million and that by 2023, the estimated revenue will be $430 million, averaging at a respectable 37% CGAR.

More impressively is their online presence and it’s marketing outreach. BRCC has evolved into much more than just a coffee company. Like $COOK $LULU or $PTON BRCC has created an entire lifestyle brand around its product and is setting up a much larger ecosystem in the future. In addition to coffee and merchandise, BRCC has currently opened up 16 “outposts” which serve as coffee shops, merchandise shops, and a general socialization space for all things Black Rifle Coffee. By the end of 2023, they expect to have over 78 outposts up and running throughout the United States.

There is a significant runway for this company to continue expanding in the coffee and lifestyle brand space. A strong, powerful message and mission, coupled with an aggressive, opportunistic management and leadership team will only continue to assist $BRCC deliver to shareholders over the next decade.

Additional financial and strategic information can be found here:

#LONG