Keurig Dr Pepper & Black Rifle Coffee Make Energy Drink Deal

Black Rifle Coffee Co., a premium coffee company based in Salt Lake City, UT, and Keurig Dr Pepper have announced a long-term sales and distribution agreement for BRCC’s new line of ready-to-drink Black Rifle Energy beverages.

Veteran-owned and founded in 2014, Black Rifle's energy beverages provide a boost from naturally sourced caffeine fueled by BRCC’s proprietary Black Rifle Energy Blend. The zero-sugar energy drinks come in four flavors 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.

“The strength of Black Rifle Coffee Company lies in our decade-long commitment to offering customers unique products and experiences that can’t be found elsewhere," said Black Rifle Coffee CEO Chris Mondzelewski. "With Black Rifle Energy, we are staking our claim in a $21 billion category and launching the next generation of consumer-centric innovation. Our collaboration with KDP enables us to expand our retail presence, accelerate household reach, and enhance our commercial operations. We’re equally proud to partner with a company that shares our mission of giving back to the veteran community.”

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.

“This partnership is a win for consumers and for both of our companies. Black Rifle Coffee’s strong brand and passionate following are distinct advantages that position it for success in the energy space. This is an exciting expansion to our K-Cup pod partnership launched earlier this year, and we see a unique role for Black Rifle Energy within our Energy portfolio of brands. Together, we can drive growth and accessibility for this new product offering in the category," said Andrew Archambault, president, US Refreshment Beverages, Keurig Dr Pepper.

In the last two years, KDP has upped its energy drink partnerships. It acquired a stake in C4 Energy in 2022 for $863 million. The same year, KDP also announced a partnership to distribute Red Bull in Mexico. The beverage giant also distributes another energy brand, A Shoc. In February 2024, KDP announced a long-term partnership with Grupo PiSA for Electrolit energy drink.