Black Rifle Coffee, Season 1, Episode 6

Black Rifle Coffee has an explosion of personality—one that most consumers are going to either love...or hate. With over 200,000 subscribers on their coffee subscription, they're a perfect example of how to lean into a niche audience. Join Brian and Will as they decode the success behind Black Rifle Coffee and why this brand works.

Podcast 54:08 | Download | Spotify

Join us as we explore the fascinating world of Black Rifle Coffee Company, a brand that has made a significant mark in the coffee industry with its unique niche and robust marketing strategies. We kick things off by discussing the impressive scale of Black Rifle, from being a publicly traded company to boasting over 200,000 coffee subscription members. Their multi-channel approach, including coffee shops, gas station presence, and an online subscription model, demonstrates their versatile market penetration. We also touch on the brand’s strong alignment with veterans, first responders, and police, which has been a driving force behind their remarkable growth.

Listen in as we compare various coffee experiences, from home brewing methods like the AeroPress to enjoying specialty coffee in cities like Berlin and New York. We examine how brands like Black Rifle Coffee target specific demographics by blending quality with unique marketing appeals, and reflect on the balance of quality and affordability that appeals to a broad audience. Stories from the coffee world, including the tale of a $30,000 espresso machine on a military base, add a layer of intrigue and highlight the passion of coffee enthusiasts.

We also dive into the impact of content creation on branding, showcasing how companies like Liquid Death and Black Rifle Coffee have leveraged entertaining and engaging content to build strong connections with their audience. The transition from military to filmmaking for some of Black Rifle’s founders, and their success with ventures like Article 15 and Lead Slinger's Whiskey, underline the importance of creativity and entrepreneurial spirit. Wrapping up, we highlight Black Rifle's unique marketing strategies and their commitment to supporting veterans, emphasizing how a clear target audience and mission can drive brand success.

Links

Black Rifle Coffee

FlowCandy

Four Levels Framework

FlowCandy Designs

FlowCandy Success Stories

Show Notes