Keurig Dr Pepper Secures Sales and Distribution Agreement for Black Rifle Energy Drinks
Keurig Dr Pepper has announced a new partnership with Black Rifle Coffee to sell and distribute their upcoming line of ready-to-drink energy beverages. The deal, with terms undisclosed, is expected to launch in the fourth quarter of this year and be available nationwide in early 2025. The energy beverages will be sugar-free and come in four flavors, each containing 200 milligrams of caffeine per 16-ounce can.
The collaboration between the two companies builds on a previous partnership where Black Rifle Coffee was added to Keurig Dr Pepper’s K-Cup platform earlier this year. With the energy drink market continuing to grow, Black Rifle Coffee aims to establish its presence in the $21 billion space by leveraging Keurig Dr Pepper’s sales and distribution power.
Black Rifle CEO Chris Mondzelewski expressed excitement about expanding the brand’s retail presence, accelerating household reach, and enhancing commercial operations through the partnership. Keurig Dr Pepper’s previous investments in the energy drink space, such as acquiring a stake in C4 Energy maker and participating in funding for A Shoc, demonstrate its commitment to expanding into trendier categories through strategic partnerships.
The partnership between Keurig Dr Pepper and Black Rifle Coffee is expected to benefit consumers and both companies. Keurig Dr Pepper’s strong presence in coffee and energy drinks, combined with Black Rifle Coffee’s brand reputation and passionate following, position the new energy beverage line for success. If the launch is successful, Keurig Dr Pepper may consider further investment or acquisition of Black Rifle Coffee in the future.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.