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Edge12 Dec 2025
Running on Clouds: The Story of On
The story of how a Swiss runner's pursuit of a new running sensation became On, aiming to be the most premium global sportswear brand worldwide.
BRC
BRC (BRCC) investor relations material
BRC 28th Annual ICR Conference 2026 summary
Complete event summary combining all related documents: earnings call transcript, report, and slide presentation.28th Annual ICR Conference 2026 summary13 Jan, 2026
Leadership and Company Background
Management team consists of military veterans with deep leadership experience and a mission-driven approach.
Founder emphasized a culture of resilience and problem-solving, drawing from military and CIA backgrounds.
Company history rooted in authenticity and passion for coffee, scaling from a garage startup to a public company.
Management is aligned around content, coffee, and customer engagement, focusing on disciplined operations and capital allocation.
Focus on building credibility and consistency over the next two years.
Brand Strategy and Market Positioning
Leverages a unique veteran-backed, mission-driven identity, resonating with a large and loyal consumer base.
Strong community engagement and viral social media content drive brand momentum, outperforming many legacy coffee brands in engagement.
Strategic partnerships with influential media, music personalities, and influencers enhance brand reach.
Organic, founder-driven marketing content and targeted digital campaigns generate high engagement and awareness.
Business is simplified around three core priorities: content, coffee, and customer loyalty.
Product Innovation and Revenue Mix
Core business remains coffee pods and bags, generating most cash profitability.
Built the #3 ready-to-drink (RTD) coffee brand in the U.S., with $100M in sales and broad distribution.
Energy drink segment approached cautiously, with a 2025 launch targeting younger consumers and leveraging retail partnerships.
Strategic partnerships and innovation drive revenue diversification.
Wholesale is now the primary revenue driver, expected to represent 65% of revenue in 2025, with DTC as a foundational channel.
Describe strategic shifts under new leadership
What is the plan to achieve 40%+ gross margin?
How does BRCC sustain unit growth in packaged coffee?
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Next BRC earnings date
Q4 20255 Mar, 2026
BRC
Next BRC earnings date
Q4 20255 Mar, 2026
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Frequently asked questions
BRC Inc., also known as Black Rifle Coffee Company, is a veteran-owned coffee company that specializes in premium, small-batch roasted coffee. The company offers a variety of coffee products, including whole beans, ground coffee, and ready-to-drink options, which are sold through both e-commerce platforms and retail outlets. In addition to coffee, BRC sells branded merchandise such as apparel and accessories. The company focuses on serving the veteran and first responder communities, often incorporating themes of military service into its branding. The company is headquartered in Salt Lake City, Utah, USA, and its shares are listed on the NYSE.
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