

• | Competition and our ability to grow, manage sustainable expansion, and retain key employees; |
• | Failure to compete effectively with other producers, distributors and retailers of coffee and energy drinks; |
• | Our limited operating history, which may hinder the successful execution of strategic initiatives and make it difficult to assess future risks and challenges; |
• | Challenges in managing rapid growth, inventory needs, and relationships with key business partners; |
• | Inability to raise additional capital necessary for business development; |
• | Failure to achieve or sustain long-term profitability; |
• | Inability to effectively manage debt obligations; |
• | Failure to maximize the value of assets received through bartering transactions; |
• | Negative publicity affecting our brand, reputation, or that of key employees; |
• | Failure to uphold our position as a supportive member of the Veteran and military communities, or other factors negatively affecting brand perception; |
• | Inability to establish and maintain strong brand recognition through intellectual property or other means; |
• | Shifts in consumer spending, lack of interest in new products or changes in brand perception upon evolving consumer preferences and tastes; |
• | Unsuccessful marketing campaigns that incur costs without attracting new customers or realizing higher revenue; |
• | Failure to attract new customers or retain existing customers; |
• | Risks associated with reliance on social media platforms, including dependence on third-party platforms for marketing and engagement; |
• | Declining performance of the Direct-to-Consumer (“DTC”) revenue channel; |
• | Inability to effectively manage or scale distribution through Wholesale business partners, particularly key Wholesale partners; |
• | Failure to manage supply chain operations effectively, including inaccurate forecasting of raw material and co-manufacturing requirements; |
• | Loss of one or more co-manufacturers or production delays, quality issues, or labor-related disruptions affecting manufacturing output; |
• | Supply chain disruptions or failures by third-party suppliers to deliver coffee, store supplies, ready-to-drink (“RTD”) beverage ingredients, or merchandise, including disruptions caused by external factors; |
• | Ongoing risks related to supply chain volatility and reliability, including political and climate risks; |
• | Fluctuations in the market for high-quality coffee beans and other key commodities; |
• | Unpredictable changes in the cost and availability of real estate, labor, raw materials, equipment, transportation, or shipping; |
• | Failure to successfully open new Outpost Retail Stores (“Outposts”), including permitting delays, development challenges, or underperformance of existing locations; |
• | Risks related to long-term, non-cancelable lease obligations and other real estate-related concerns; |
• | Inability of franchise partners to successfully operate and manage their franchise locations; |
• | Failure to maintain high-quality customer experiences for retail partners and end users, including production defects or issues caused by co-manufacturers that negatively impact product quality and brand reputation; |
• | Failure to comply with food safety regulations or maintain product quality standards; |
• | Difficulties in successfully expanding into new domestic and international markets; |
• | Failure to comply with federal, state, and local laws and regulations, or inability to prevail in civil litigation matters; |
• | Risks related to potential unionization of employees; |
• | Failure to protect against cybersecurity threats, software vulnerabilities, or hardware security risks; and |
• | Other risks and uncertainties indicated in this prospectus and the information incorporated by reference herein. |
1. | The number of shares of Class A Common Stock outstanding is based on an aggregate of 79,053,256 shares outstanding as of June 18, 2025, and excludes: |
• | 134,428,861 shares of Class B Common Stock which relates to a corresponding number of common units of Authentic Brands LLC (“Common Units”) subject to forfeiture upon redemption of the corresponding Common Units, which units may be redeemed by the holder at any time in exchange for a corresponding number of shares of Class A Common Stock; |
• | 8,036,454 shares issuable upon exercise of outstanding options to purchase shares of Class A Common Stock under the Company’s 2022 Omnibus Incentive Plan (the “Incentive Plan”); |
• | 3,820,139 shares of Class A Common Stock issuable upon vesting of outstanding RSUs under the Incentive Plan; |
• | 1,161,103 shares of Class A Common Stock for which 8,055 outstanding incentive units would have been converted as of June 3, 2025; |
• | 7,812,283 shares of Class A Common Stock available for future issuance under the Incentive Plan; and |
• | 4,112,360 shares of Class A Common Stock available for future issuance under the Company’s Employee Stock Purchase Plan. |
(a) | Our Annual Report on Form 10-K for the fiscal year ended December 31, 2024, filed with the SEC on March 3, 2025 (the “Annual Report”); |
(b) | those portions of our Definitive Proxy Statement under Regulation 14A, filed with the SEC on April 15, 2025, that are incorporated by reference into the Annual Report; |
(c) | Our Quarterly Report on Form 10-Q for the quarterly period ended March 31, 2025, filed with the SEC on May 5, 2025; |
(d) | Our Current Reports on Form 8-K filed with the SEC on April 15, 2025 and June 3, 2025; and |
(e) | The description of our registered securities filed as an exhibit to our Annual Report on Form 10-K for the fiscal year ended December 31, 2021, filed with the SEC on March 16, 2022. |

• | Our Annual Report on Form 10-K for the fiscal year ended December 31, 2022, filed on March 15, 2023 (our “Annual Report”); |
• | those portions of our Definitive Proxy Statement under Regulation 14A, filed with the SEC on March 21, 2023, that are incorporated by reference into the Annual Report; |
• | Our Current Reports on Form 8-K, filed on February 1, 2023 and March 15, 2023; and |
• | The description of our registered securities filed as an exhibit to our Annual Report. |
• | Competition and our ability to grow and manage growth sustainably and retain our key employees; |
• | Failure to achieve profitability; |
• | Negative publicity impacting our brand and reputation, or the reputation of key employees, which may adversely affect our operating results; |
• | Failure by us to maintain our message as a supportive member of the veteran and military communities and any other factors which may negatively affect the perception of our brand; |
• | Our limited operating history, which may make it difficult to successfully execute our strategic initiatives and accurately evaluate future risks and challenges; |
• | Failed marketing campaigns, which may cause us to incur costs without attracting new customers or realizing higher revenue; |
• | Failure to attract new customers or retain existing customers; |
• | Risks related to the use of social media platforms, including dependence on third-party platforms; |
• | Failure to provide high-quality customer experience to retail partners and end users, including as a result of production defaults or issues, including due to failures by one or more of our co-manufacturers, affecting the quality of our products, which may adversely affect our brand; |
• | Decrease in success of the direct to consumer (“DTC”) revenue channel; |
• | Loss of one or more co-manufacturers, or delays, quality, or other production issues, including labor-related production issues at any of our co-manufacturers; |
• | Failure to effectively manage or distribute our products through our wholesale business partners; |
• | Failure by third parties involved in the supply chain of coffee, store supplies or merchandise to produce or deliver products, including as a result of ongoing supply chain disruptions, or our failure to effectively manage such third parties; |
• | Changes in the market for high-quality coffee beans and other commodities; |
• | Fluctuations in costs and availability of real estate, labor, raw materials, equipment, transportation or shipping; |
• | Loss of confidential data from customers and employees, which may subject us to litigation, liability or reputational damage; |
• | Failure to successfully compete with other producers and retailers of coffee; |
• | Failure to successfully open new Black Rifle Coffee shops (“Outposts”), including failure to timely proceed through permitting and other development processes, or the failure of any new or existing Outposts to generate sufficient sales; |
• | Failure to properly manage our rapid growth and relationships with various business partners; |
• | Failure to protect against software or hardware vulnerabilities; |
• | Failure to build brand recognition using our intellectual properties or otherwise; |
• | Shifts in consumer spending, lack of interest in new products or changes in brand perception upon evolving consumer preferences and tastes; |
• | Failure to adequately maintain food safety or quality and comply with food safety regulations; |
• | Failure to successfully integrate into new domestic and international markets; |
• | Risks related to leasing space subject to long-term non-cancelable leases and with respect to real property; |
• | Failure of our franchise partners to successfully manage their franchises; |
• | Failure to raise additional capital to develop the business; |
• | Risks related to supply chain disruptions; |
• | Risks related to unionization of employees; |
• | Failure to comply with federal state and local laws and regulations; |
• | Inability to maintain the listing of our Class A Common Stock on the NYSE; and |
• | Other risks and uncertainties indicated in this prospectus and the information incorporated by reference herein. |
• | Class A Common Stock; |
• | preferred stock; |
• | subscription rights; |
• | warrants to acquire Class A common stock or preferred stock; or |
• | any combination of the foregoing, either individually or as units consisting or two or more securities. |
• | 1,000,000 shares of preferred stock, par value $0.0001 per share; |
• | 2,500,000,000 shares of Class A Common Stock, par value $0.0001 per share; |
• | 300,000,000 shares of Class B Common Stock, par value $0.0001 per share (the “Class B Common Stock”); and |
• | 1,500,000 shares of Class C Common Stock, par value $0.0001 per share (the “Class C Common Stock”), divided into two series as follows: |
• | 750,000 shares of Series C-1 Common Stock, par value $0.0001 per share; and |
• | 750,000 shares of Series C-2 Common Stock, par value $0.0001 per share. |
• | prior to such time, the Board approved either the business combination or the transaction which resulted in the stockholder becoming an interested stockholder; |
• | upon consummation of the transaction which resulted in the stockholder becoming an interested stockholder, the interested stockholder owned at least 85% of the voting stock of the Company outstanding at the time the transaction commenced, excluding for purposes of determining the voting stock outstanding (but not the outstanding voting stock owned by the interested stockholder) those shares owned by (i) persons who are directors and also officers and (ii) employee stock plans in which employee participants do not have the right to determine confidentially whether shares held subject to the plan will be tendered in a tender or exchange offer; or |
• | at or subsequent to such time, the business combination is approved by the Board and authorized at an annual or special meeting of stockholders, and not by written consent, by the affirmative vote of at least 662∕3% of the outstanding voting stock of the Company which is not owned by the interested stockholder. |
• | the provision requiring a 662∕3% supermajority vote, in case of provisions in Article I, Article II and Article IV of the Bylaws, and a majority vote, in case of any other provisions, for stockholders to amend the Bylaws; |
• | the provisions providing for a classified Board (the election and term of directors); |
• | the provisions regarding filling vacancies on the Board and newly created directorships; |
• | the provisions regarding resignation and removal of directors; |
• | the provisions regarding calling special meetings of stockholders; |
• | the provisions regarding stockholder action by written consent; |
• | the provisions eliminating monetary damages for breaches of fiduciary duty by a director; |
• | the provisions regarding the election not to be governed by Section 203 of the DGCL; |
• | the provisions regarding the selection of forum (see “— Exclusive Forum”); and |
• | the amendment provision requiring that the above provisions be amended only with an 662∕3% supermajority vote. |
• | the specific designation and aggregate number of, and the price at which we will issue, the warrants; |
• | the currency or currency units in which the offering price, if any, and the exercise price are payable; |
• | the designation, amount and terms of the securities purchasable upon exercise of the warrants; |
• | if applicable, the exercise price for shares of our Class A common stock and the number of shares of Class A common stock to be received upon exercise of the warrants; |
• | if applicable, the exercise price for shares of our preferred stock, the number of shares of preferred stock to be received upon exercise, and a description of that class or series of our preferred stock; |
• | the date on which the right to exercise the warrants will begin and the date on which that right will expire or, if the warrants may not be continuously exercised throughout that period, the specific date or dates on which the warrants may be exercised; |
• | whether the warrants will be issued in fully registered form or bearer form, in definitive or global form or in any combination of these forms, although, in any case, the form of a warrant included in a unit will correspond to the form of the unit and of any security included in that unit; |
• | any applicable material U.S. federal income tax consequences; |
• | the identity of the warrant agent for the warrants and of any other depositaries, execution or paying agents, transfer agents, registrars or other agents; |
• | the proposed listing, if any, of the warrants or any securities purchasable upon exercise of the warrants on any securities exchange; |
• | if applicable, the date from and after which the warrants and the Class A common stock and/or, preferred stock will be separately transferable; |
• | if applicable, the minimum or maximum amount of the warrants that may be exercised at any one time; |
• | information with respect to book-entry procedures, if any; |
• | the anti-dilution provisions of the warrants, if any; |
• | any redemption or call provisions; |
• | whether the warrants are to be sold separately or with other securities as parts of units; and |
• | any additional terms of the warrants, including terms, procedures and limitations relating to the exchange and exercise of the warrants. |
• | the date of determining the securityholders entitled to the subscription rights distribution; |
• | the price, if any, for the subscription rights; |
• | the exercise price payable for the Class A common stock, preferred stock or other securities upon the exercise of the subscription rights; |
• | the number of subscription rights issued to each securityholder; |
• | the amount of Class A common stock, preferred stock or other securities that may be purchased per each subscription right; |
• | any provisions for adjustment of the amount of securities receivable upon exercise of the subscription rights or of the exercise price of the subscription rights; |
• | the extent to which the subscription rights are transferable; |
• | the date on which the right to exercise the subscription rights shall commence, and the date on which the subscription rights shall expire; |
• | the extent to which the subscription rights may include an over-subscription privilege with respect to unsubscribed securities; |
• | the material terms of any standby underwriting or purchase arrangement entered into by us in connection with the offering of subscription rights; |
• | any applicable federal income tax considerations; and |
• | any other terms of the subscription rights, including the terms, procedures and limitations relating to the transferability, exchange and exercise of the subscription rights. |
• | the title of the series of units; |
• | identification and description of the separate constituent securities comprising the units; |
• | the price or prices at which the units will be issued; |
• | the date, if any, on and after which the constituent securities comprising the units will be separately transferable; |
• | a discussion of certain United States federal income tax considerations applicable to the units; and |
• | any other terms of the units and their constituent securities. |
• | the terms of the securities to which such prospectus supplement relates; |
• | the name or names of any underwriters, if any; |
• | the purchase price of the securities and the proceeds we will receive from the sale; |
• | any underwriting discounts and other items constituting underwriters’ compensation; and |
• | any discounts or concessions allowed or reallowed or paid to dealers. |
• | purchases by a broker-dealer as principal and resale by such broker-dealer for its own account pursuant to this prospectus; |
• | ordinary brokerage transactions and transactions in which the broker solicits purchasers; |
• | block trades in which the broker-dealer so engaged will attempt to sell the securities as agent but may position and resell a portion of the block as principal to facilitate the transaction; |
• | an over-the-counter distribution in accordance with the rules of NYSE; |
• | through trading plans entered pursuant to Rule 10b5-1 under the Exchange Act that are in place at the time of an offering pursuant to this prospectus and any applicable prospectus supplement hereto that provide for periodic sales of their securities on the basis of parameters described in such trading plans; |
• | through one or more underwritten offerings on a firm commitment or best efforts basis; |
• | settlement of short sales entered into after the date of this prospectus; |
• | agreements with broker-dealers to sell a specified number of the securities at a stipulated price per share; |
• | in “at the market” offerings, as defined in Rule 415 under the Securities Act, at negotiated prices, at prices prevailing at the time of sale or at prices related to such prevailing market prices, including sales made directly on a national securities exchange or sales made through a market maker other than on an exchange or other similar offerings through sales agents; |
• | directly to purchasers, including through a specific bidding, auction or other process or in privately negotiated transactions; |
• | through the writing or settlement of options or other hedging transactions, whether through an options exchange or otherwise; |
• | through a combination of any of the above methods of sale; or |
• | any other method permitted pursuant to applicable law. |
• | an individual who is a citizen or resident of the United States; |
• | a corporation (or any other entity treated as a corporation for United States federal income tax purposes) that is created or organized in or under the laws of the United States, any state thereof or the District of Columbia; |
• | an estate the income of which is subject to United States federal income taxation regardless of its source; or; |
• | a trust if it (i) is subject to the primary supervision of a court within the United States and one or more United States persons have the authority to control all substantial decisions of the trust or (ii) has a valid election in effect under applicable United States Treasury regulations to be treated as a United States person. |
• | the gain is effectively connected with a trade or business of the non-U.S. holder in the United States (and, if required by an applicable income tax treaty, is attributable to a United States permanent establishment of the non-U.S. holder); |
• | the non-U.S. holder is an individual who is present in the United States for 183 days or more in the taxable year of that disposition, and certain other conditions are met; or |
• | we are or have been a “United States real property holding corporation” for United States federal income tax purposes at any time during the shorter of the five-year period ending on the date of the sale or other disposition or the period that the non-U.S. holder held the Class A Common Stock and, in the case where Class A Common Stock is considered regularly traded on an established securities market for this purpose, the non-U.S. holder has owned, directly or constructively, more than 5% of the Class A Common Stock at any time within such period. There can be no assurance that Class A Common Stock will be treated as regularly traded on an established securities market for this purpose. |