Black Rifle Coffee Company

[Value Buy]

Is going to start trading on the stock exchange via a spac today.
Find the company interesting, but not sure it will be a huge success in the longterm.
Company built by veterans to give jobs to veterans and their families.
I wish them well!

www.cnbc.com/video/2021/11/11/black-rifle-coffee-company-to-go-public-via-spac.html?&qsearchterm=black%20rifle%20coffee

Thoughts?

[Opti]

Not an investment for me. Hiring Veterans good, supporting Joe Rogan Bad. Some of the logos look like they could be used by Colombian drug & coffee lords. 

Don't want to investigate any further.

[Value Buy]

Feb 10, 2022 11:00:48 GMT -5 Opti said:

Not an investment for me. Hiring Veterans good, supporting Joe Rogan Bad. Some of the logos look like they could be used by Colombian drug & coffee lords. 

Don't want to investigate any further.

Fair enough.
I am thinking limited potential sales base from mass marketing, etc

[Value Buy]

Opened yesterday under the ticker BRCC 
This is a spac and official name is another name although the ticker represents Black Rifle Coffee Company

[Value Buy]

Yesterday's interview

news.yahoo.com/black-rifle-coffee-company-ceo-170508380.html#:~:text=AKIKO%20FUJITA%3A%20Veteran%2Downed%20coffee,and%20ringing%20the%20opening%20bell.

[resolution]

I'm not a coffee drinker, so I'm not a part of their targeted market at all. The name without any context was a big turnoff, since it just made me think about violence and politics. Now that I know its veteran owned and aimed at helping veterans it seems less distasteful, but I would still support the locally owned place over a national chain.

[Opti]

Owned by a Veteran does not make it good. One of the guys who fleeced Trump supporters big time was a veteran as well. My take is the Veteran thing is a marketing strategy versus a core value. Lots of possible RW sites commenting on him/the company and not so positively. Note he expanded into Canada, a year before he started to capitalize on veterans and the military.


en.wikipedia.org/wiki/Black_Rifle_Coffee_Company#History
From Wikipedia-

The company was founded in December 2014 by former Green Beret Evan Hafer.[6] He began by selling a small volume of his "Freedom Roast" coffee through a friend's apparel website. The coffee sold well, so Hafer launched his own brand and website through which to sell his coffee and branded accessories. The company specializes in its online, direct-to-consumer coffee subscription service, which had over 100,000 subscribers as of 2020.[7] In addition to online sales, Black Rifle Coffee Company has physical coffee shops in Layton, Utah, Salt Lake City Utah, Boerne, Texas, and San Antonio, Texas.[8] The coffee is also distributed at some firing ranges,[9] 5.11 Tactical stores,[6] and Bass Pro Shops.[10]


In 2017, BRCC expanded into Canada with a division based in Alberta and led by CEO Darren Weeks.[12]



In 2018, BRCC opened a new coffee roasting facility in Manchester, Tennessee, as part of a $6 million investment in the state.[13] It also launched Coffee or Die Magazine,[14] an online news and lifestyle publication that reports on military, veteran, law enforcement, and coffee topics.[15]



In 2018, the company's gross revenue totaled $30 million.[16] In 2019, BRCC employed more than 200 people — 40 percent of them veterans of the U.S. military. At the time of reporting, their products were available at 1,700 retail locations across the country. On September 29, 2019, BRCC opened its first stand-alone licensed coffee shop in Boerne, Texas.[17] According to the Washington Examiner circa 2021 they employed approximately 550 people, half of whom were veterans, military spouses or reservists.[18]



The company expanded in 2020 with the release of ready-to-drink canned iced coffee.[19] In March 2020, BRCC launched a coffee-donation campaign to support medical and emergency workers, quarantined military personnel and their families, and others working to mitigate the national and global impact of COVID-19.[20] In May, a Canadian gun ban enacted following the 2020 Nova Scotia attacks was mistakenly thought to include a ban on the coffee company, but further inspection revealed that the ban was actually applied to a similarly named Arizona-based "Black Rifle Company".[21] 

[Value Buy]

Trading in the $21 range today. Big pop this week after their initial opening last week on the exchange