OLIPOP President Melvin Landis spent 15 years at US beverage giant Coca-Cola and will support the ongoing rollout of Black Rifle’s caffeinated ready-to-drink energy drink range
Utah-based Black Rifle Coffee Company has added former Coca-Cola executive Melvin Landis to its Board of Directors.
The veteran-founded coffee chain and retailer said the appointment adds significant marketing and ready-to-drink (RTD) expertise to its leadership team and comes as will provide a welcome boost as it seeks to scale its RTD Black Rifle Energy beverage range.
Black Rifle signed a long-term sales and distribution agreement with Keurig Dr Pepper in September 2024 to grow its RTD retail presence.
Distribution of the caffeinated energy drink range has expanded to 15,000 retail locations across the US since its launch in January 2025, with RTD highlighted by Black Rifle last month as a key contributor to its 6.5% year-on-year second quarter revenue growth.
“Mel brings decades of leadership experience across consumer products and beverages, with a proven track record of driving commercial growth and organisational transformation. His deep expertise in marketing, sales, customer strategy, and RTD beverages will be invaluable as BRCC continues to expand distribution, grow our brand, and deliver long-term value to shareholders,” said Chris Mondzelewski, CEO, Black Rifle.
Landis currently serves as President of California-based healthy beverage group OLIPOP and previously served as Chief Customer Officer of BodyArmor Sports Nutrition. Between 2004 and 2019, Landis worked for US beverage giant Coca-Cola, including spells as Chief Marketing and Customer Officer of Coca-Cola Bottling Co. and Chief Retail Sales Officer for Coca-Cola Refreshments.
