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SALT LAKE CITY, USA – BRC Inc., a Veteran-founded, mission-driven premium beverage company, today announced financial results for the second quarter of fiscal year 2025. Net revenue for the second quarter of 2025 increased 6.5% to $94.8 million, compared to $89.0 million in the second quarter of 2024. Wholesale revenue increased 14.1% to $61.3 million, up from $53.8 million in the second quarter of 2024.
Growth in the wholesale channel was primarily driven by distribution gains and increased sales volume at food and mass retailers and sales of Black Rifle Energy, partially offset by a $3.0 million net reduction in barter transaction revenue.
Direct-to-Consumer (“DTC”) revenue decreased 7.8% to $27.6 million in the second quarter of 2025 from $30.0 million in the second quarter of 2024. The decline was primarily driven by a reduction in the accrual for loyalty rewards in the second quarter of 2024, following a change in the expiration policy implemented in the first quarter of 2024, as well as lower customer acquisition resulting from the Company’s strategic reallocation of advertising spend to higher-return areas of the business.
Revenue from Black Rifle Coffee shops (“Outposts”) increased 11.3% to $5.9 million in the second quarter of 2025 from $5.3 million in the second quarter of 2024. The increase was driven by higher franchise fees and increased average order values at company-operated locations, supported by the promotion of add-on and bundled purchases through Outposts.
Gross profit decreased to $32.2 million in the second quarter of 2025, compared to $37.3 million in the second quarter of 2024, representing a 13.7% year-over-year decline. Gross margin decreased 790 basis points to 33.9% in the second quarter of 2025, down from 41.9% for the second quarter of 2024. The decline was driven by green coffee inflation, higher trade and price adjustments, and the impact of cycling a prior-year change to our loyalty rewards program, partially offset by productivity gains and favorable mix.
Marketing expenses increased 31.8% to $9.8 million in the second quarter of 2025, up from $7.4 million in the second quarter of 2024. As a percentage of revenue, marketing expenses increased 200 basis points to 10.3% in the second quarter of 2025, compared to 8.3% in the second quarter of 2024. The increase was driven by greater investment in advertising placement, shopper marketing, and content creation.
Salaries, wages and benefits expenses decreased 10.3% to $15.8 million in the second quarter of 2025 from $17.6 million in the second quarter of 2024. As a percentage of revenue, salaries, wages and benefits expenses decreased 310 basis points to 16.7% in the second quarter of 2025 as compared to 19.8% in the second quarter of 2024. The decrease was due to lower salaries and wages resulting from a reduction in employee headcount compared to the second quarter of 2024.
General and administrative (“G&A”) expenses increased 30.7% to $14.3 million in the second quarter of 2025 from $10.9 million in the second quarter of 2024. As a percentage of revenue, G&A increased 280 basis points to 15.1% in the second quarter of 2025 as compared to 12.3% in the second quarter of 2024. The increase was driven by higher professional fees, primarily related to litigation, and by increased depreciation from capitalized software investments.
Net loss for the second quarter of 2025 was $14.5 million and Adjusted EBITDA was $2.4 million. This compares to net loss of $1.4 million and Adjusted EBITDA of $7.5 million for the second quarter of 2024.
