Document:

Exhibit 10.1

 

EMPLOYMENT AGREEMENT

 

This Employment Agreement
(the “Agreement”), dated as of December 29, 2022, is entered into by and between Black Rifle Coffee Company LLC,
a Delaware limited liability company (the “Company”) and Evan Hafer (the “Executive”).

 

W I T N E S S E T H:

 

WHEREAS, Executive presently
serves as Chief Executive Officer of the Company; and

 

WHEREAS, the Company and
Executive wish to have Executive continue to serve as Chief Executive Officer on the terms set forth in this Agreement and to confirm
the terms and conditions of such employment by entering into this Agreement.

 

NOW, THEREFORE, in consideration
of the mutual covenants set forth in this Agreement, it is hereby agreed as follows:

 

1.             Term
of Employment. The term of Executive’s employment by the Company pursuant to this Agreement shall commence on the date hereof
(the “Effective Date”) and shall continue until terminated in accordance with Section 4 hereof (such term, the
 “Term”).

 

2.             Position,
Duties and Location.

 

(a)             Position
and Duties. Other than as agreed by Executive, Executive shall serve as the Chief Executive Officer of the Company. During the Term,
Executive shall have the duties and responsibilities that are commensurate with those previously held by Executive and those held by
similarly situated executives at similarly situated companies of similar size, and such other duties and responsibilities assigned by
the Board that are consistent with Executive’s position. Further, Executive shall continue to promote the Company and the Business
(as defined below) in the public and on Social Media Channels consistent with Executive’s past practice. Executive shall report
to the Board of Directors of BRC Inc. (the “Board”).

 

(b)             Attention
and Time. Executive shall devote substantially all his business attention and time to his duties hereunder and shall use his reasonable
best efforts to carry out such duties faithfully and efficiently. During the Term, it shall not be a violation of this Agreement for
Executive to (i) serve on industry, trade, civic or charitable boards or committees; (ii) conduct those activities set forth
on Exhibit A; (iii) serve on up to two other non-competitive boards (as determined in the reasonable discretion of the
Board) which have been approved by the Board, whose approval shall not unreasonably be withheld; (iv) deliver lectures or fulfill
speaking engagements; or (v) manage personal investments; provided that all such activities in (i) though (v) of this
section shall only be permitted as long as such activities do not materially interfere with the performance of Executive’s duties
and responsibilities as described herein and do not otherwise breach the provisions of this Agreement.

 

(c)             Location.
Executive’s principal place of employment shall be located at the Company’s corporate office in San Antonio, Texas, but Executive
shall be required to travel to and render services at other Company locations, as may reasonably be required by his duties hereunder.

 

    

     

    

 

3.             Compensation.

 

(a)             Base
Salary. Executive shall receive a base salary (as applicable, the “Base Salary”) at an annual rate of no less
than $340,000. Executive’s Base Salary shall be reviewed by the Company at least annually for increase, beginning on the first
anniversary of the Effective Date. Base Salary shall be paid at such times and in such manner as the Company customarily pays the base
salaries of its employees. In the event that Executive’s Base Salary is increased by the Board in its discretion at any time during
the Term, such increased amount shall thereafter constitute the Base Salary.

 

(b)             Other
Compensation and Benefits. During the Term, Executive shall be entitled to participate in or receive benefits under any employee
benefit programs of the Company (including life, health and disability programs) that are made available to executive officers of the
Company to the extent that Executive complies with the conditions attendant with coverage under such plans or arrangements. Nothing contained
herein shall be construed to prevent the Company from modifying or terminating any plan or arrangement.

 

(c)             Vacation.
Executive shall have a reasonably unlimited number of vacation days which may be taken subject to the business needs of the Company and
the current work obligations of the Executive. Accordingly, Executive shall not accrue vacation days or be paid out for any unused vacation
days.

 

(d)             Expenses.
During the Term, the Company shall promptly reimburse Executive in accordance with applicable Company policy for all reasonable expenses
that Executive incurs during his employment with the Company in carrying out Executive’s duties under this Agreement.

 

(e)             Additional
Compensation and Benefits. Nothing contained in this Agreement shall limit the Board in awarding, in its discretion, additional compensation
and benefits to Executive.

 

4.             Termination
of Employment. Executive’s employment shall terminate automatically upon his death or Disability. The Company may terminate
Executive’s employment for Cause or without Cause. Executive may terminate his employment with or without Good Reason. Upon termination
of Executive’s employment for any reason, the Company shall pay Executive within 10 business days of his Date of Termination (except
with respect to reimbursements described in clause (C), which shall be paid within 20 business days of Executive’s Date of Termination)
or, in each case, sooner as required by applicable law: (A) unpaid Base Salary through the Date of Termination, (B) any benefits
due to Executive under any employee benefit plan of the Company under the terms and conditions of such plan, including insurance policies
but excluding any severance program or policy and (C) any expenses owed to Executive, provided Executive properly submits documentation
therefor in accordance with applicable Company policy within 10 business days after the Date of Termination ((A), (B), and (C) collectively,
the “Accrued Amounts”).

 

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(a)             Death;
Disability; Termination For Cause; Termination without Good Reason. Upon a termination of Executive’s employment (i) due
to Executive’s death or Disability or (ii) by the Company for Cause or by Executive without Good Reason, Executive (or, in
the case of Executive’s death, Executive’s estate and/or beneficiaries) shall be entitled to Executive’s Accrued Amounts.
Except as set forth in this Section 4(a), Executive shall have no further right or entitlement under this Agreement to payments
arising from termination of his employment due to death or Disability, by the Company for Cause or by Executive without Good Reason.

 

(b)             Termination
Without Cause or for Good Reason. In the event that, during the Term, the Company terminates Executive’s employment without
Cause or Executive terminates his employment for Good Reason, Executive shall be entitled to the Accrued Amounts and, subject to Executive’s
not breaching this Agreement, including Sections 5, 6 and 7, or any other post-employment obligations owed to the Company or its Affiliates,
the following payments and benefits in lieu of any payments or benefits under any severance program or policy of the Company or its Affiliates:

 

   (A)             payment
of an amount equal to Executive’s Base Salary (excluding any reductions thereto that serve as the basis for a termination for
Good Reason) for the year of termination, multiplied by three (3), such amount to be paid in a lump sum as soon as practicable after
the Date of Termination but no later than the earliest time permitted under Section 4(c) and Section 19;
and

 

  (B)             at
the Company’s election either (X) subject to Executive’s making a timely election pursuant to the Consolidated Omnibus
Budget Reconciliation Act of 1985, as amended (“COBRA”), continued health care coverage for a period ending on the
earlier of eighteen months commencing on the Date of Termination or until Executive receives comparable coverage from a subsequent employer
for Executive (and Executive’s eligible dependents, if any) under the Company’s health plans on the same basis as such coverage
is made available to executives employed by the Company (including, without limitation, co-pays, deductibles and other required payments
and limitations) with the Company paying the applicable COBRA premium in excess of the amount paid by active employees for such coverage
or otherwise providing such coverage to Executive for the amount paid by active employees for such coverage and Executive’s qualifying
event for purposes of COBRA shall be treated as occurring at the Date of Termination.

 

(c)             Release.
As a condition to receiving the payments and benefits set forth in Section 3(e) and 4(b), Executive shall be required, within
sixty (60) days of Executive’s Date of Termination, to execute, deliver and not revoke (with any applicable revocation period having
expired) a general release of claims substantially in a form attached hereto as Exhibit B, which may be modified for any
adjustments required by any then-applicable law. Except to the extent otherwise required by Section 19, any payments or benefits
that would otherwise have been made during such sixty (60)-day period shall not be made and shall be accumulated and paid in a single
lump sum on the expiration of such sixty (60)-day period.

 

(d)             Full
Discharge. The amounts payable to Executive under this Section 4 following termination of Executive’s employment shall,
once paid, be in full and complete satisfaction of Executive’s rights under this Agreement and any other claims he may have in
respect of his employment by the Company or any of its Affiliates or subsidiaries, and Executive acknowledges that such amounts are fair
and reasonable, and his sole and exclusive remedy, in lieu of all other remedies at law or in equity, with respect to the termination
of his employment hereunder or breach of this Agreement. Nothing contained in this sub-section shall serve as a bar to any claim that
would not have been released if Executive executed the release attached as Exhibit B upon Executive’s Date of Termination,
whether or not such release is required to be executed in connection with such termination.

 

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(e)             Definitions.
For purposes of this Agreement, the following definitions shall apply:

 

  (i)             “Affiliate”
means a person or other entity that directly or indirectly controls, is controlled by, or is under common control with the Company.

 

   (ii)             “Business”
means the business of sourcing, processing, manufacturing, packaging, distributing, marketing and selling any Covered Product and
related merchandise and apparel, and designing, owning, operating, licensing and franchising coffee-based retail establishments, or
any activities, services or products incidental or attendant thereto, including media enterprises based on persons associated with
the Company or any of its Subsidiaries, Company values, and such business.

 

  (iii)             “Cause”
means: (A) Executive’s continued failure (except where due to physical or mental incapacity) to substantially perform his
duties as outlined in Section 2(a) of this Agreement after written notice from the Company requesting such performance and
specifying Executive’s alleged failure; (B) Executive’s material malfeasance or gross neglect in the performance of
his duties hereunder; (C) Executive’s conviction of, or plea of guilty or nolo contendere to, a misdemeanor involving
moral turpitude as determined in the reasonable discretion of the Board or any felony; (D) the commission by Executive of an act
of fraud or embezzlement against the Company or any Affiliate constituting a crime; (E) Executive’s material breach of any
material provision of this Agreement that if capable of cure is not remedied within fifteen (15) days after (I) written notice from
the Company specifying such breach and (II) the opportunity to appear before the Board; (F) Executive’s material violation
of a written policy of the Company or its Affiliates that causes demonstrable damage to the Company; (G) Executive’s continued
failure to cooperate in any audit or investigation involving the Company or its Affiliates or its or their financial statements or business
practices that is not remedied within fifteen (15) days of written notice from the Company specifying such failure; or (H) Executive’s
gross misconduct that adversely and materially affects the business or reputation of the Company and its Subsidiaries taken as a whole.

 

  (iv)             “Company
Marks” means any Trademarks owned or controlled by the Company or its Affiliates.

 

  (v)             “Company
Social Media Channel” means any Social Media Channel created by, or owned or controlled by, the Company or its Affiliates,
or that includes all or any part of any Company Mark (provided such part of a Company Mark could reasonably be considered a trademark
or an indicator of origin) in the username (or similar name or social media handle) or other identifying label or designation associated
with such Social Medial Channel.

 

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  (vi)             “Company
Social Media Post” means any Social Media Post that (a) includes, contains, incorporates, or references any Company Mark,
Company IP, any other Intellectual Property or Content owned or controlled by the Company or its Affiliates or (b) that a reasonable
Person would associate with the Company, its Affiliates or the Business.

 

  (vii)             “Competing
Business” means any business that competes with the Business or has taken material steps in preparation to compete with the
Business (in each case, either directly or through its divisions, parents, subsidiaries or affiliates). For the avoidance of doubt, a
company shall not be considered a Competing Business solely by reason of the sale of food or other merchandise unless such products are
branded products and produced directly or indirectly by such company and identified with a proprietary brand of Covered Beverage, and
unless either (i) the sales of proprietary-branded Covered Products or other related merchandise represents more than 15% of that
company’s annual gross revenues or (ii) Executive’s role at such company relates primarily to such products.

 

  (viii)             “Content”
means any work of authorship, content, or material, including written works of any kind or nature, photographs, images, negatives, films,
outtakes, B-Roll, pictures, drawings, renderings, video recordings, audio recordings, audio-visual works, and digital images.

 

  (ix)             “Continuing
Directors” means, as of any date of determination, any member of the Board (including Executive) who (i) was a member
of the Board on the date of this Agreement or (ii) was nominated for election or elected to the Board with the approval of a majority
of the Continuing Directors who were members of the Board at the time of such nomination or election.

 

  (x)             “Covered
Product” means coffee (including in a beverage format, ground, whole bean, and “pod” formats) or any other beverage
of the type the Company or its Subsidiaries, directly or indirectly, produce, distribute, sell or market or have taken material steps
to do any of the foregoing.

 

  (xi)             “Date
of Termination” / “Notice of Termination.” Any termination of Executive’s employment by the Company or by
Executive under this Section 4 (other than termination due to death) shall be communicated by a written notice to the other party
hereto indicating the specific termination provision in this Agreement relied upon, setting forth in reasonable detail the facts and
circumstances claimed to provide a basis for termination of Executive’s employment under the provision so indicated, and specifying
a “Date of Termination” (a “Notice of Termination”) which, if submitted by Executive, shall be effective
at least thirty (30) days following the date of such notice, which period may be waived by the Board. A Notice of Termination submitted
by the Company may provide for a “Date of Termination” on the date Executive receives the Notice of Termination, or any date
thereafter elected by the Company in its sole discretion not to exceed sixty (60) days following the date of such notice. The failure
by Executive or the Company to set forth in the Notice of Termination any fact or circumstance which contributes to a showing of Cause
or Good Reason shall not waive any right of Executive or the Company hereunder or preclude Executive or the Company thereafter from asserting
such fact or circumstance within a period of six (6) months from the Date of Termination in order to enforce Executive’s or
the Company’s otherwise applicable rights hereunder.

 

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  (xii)             “Disability”
shall mean Executive’s inability due to a mental or physical impairment to substantially perform his duties for the Company for
ninety (90) consecutive days or one hundred and eighty (180) days in any two (2)-year period, as reasonably determined by the Board.

 

  (xiii)             “Executive
Social Medial Channels” means any Social Media Channel owned or controlled by the Executive or an Executive’s immediate
family member and that is not a Company Social Media Channel.

 

  (xiv)             “Good
Reason” shall mean the occurrence, without Executive’s written consent, of: (A) a materially adverse change in Executive’s
reporting obligations or, if applicable, the removal of Executive from all officer positions of the Company; (B) a materially adverse
diminution in Executive’s employment duties, responsibilities or authority, or the assignment to Executive of duties that are materially
and adversely inconsistent with his position; (C) any reduction in Base Salary other than any reduction of up to 20% that affects
all officers of the Company; or (D) any material breach by the Company of this Agreement; provided, that any changes related
to any transition among either or both of the CEO and Co-CEO shall not constitute Good Reason (including any transition by Executive
from CEO to an alternative C-level title, such as Founder and Chief Marketing Officer), and provided, further that Executive
may terminate his employment for Good Reason only if (I) within ninety (90) days of the date Executive has actual knowledge of the
occurrence of an event of Good Reason, Executive provides written notice of the Company specifying such event, (II) the Company
does not cure such event within ten (10) business days of such notice if the event is nonpayment of an amount due to Executive or
within sixty (60) days of such notice for other events and (III) Executive actually terminates his employment within thirty (30)
business days of the end of such cure period.

 

  (xv)             “Intellectual
Property” means all intellectual property rights of any kind or nature, whether under statutory or common law, including (a) trademarks,
service marks, domain names, trade dress, corporate names, brand names, trade names, and other indicia of source or origin, and all registrations,
applications and renewals relating thereto or in connection therewith (including, in each case, the goodwill associated therewith) (“Trademarks”),
(b) patents and patent applications, (c) copyrights, copyrightable works, and all applications and registrations therefor,
(d) trade secrets, (e) rights in Content, Work Product, and Social Media Posts, and (f) all rights to sue for past, present,
and future infringement, misappropriation or other violation of any of the foregoing.

 

  (xvi)             “Permitted
Holders” shall mean each person or entity (and any affiliate of such person) beneficially owning more than ten percent (10%)
of the Company’s voting stock on the Effective Date.

 

  (xvii)             “Prior
Period” means any period during which (a) Executive was employed by the Company or any of its Affiliates or Subsidiaries
(including any predecessors thereof) prior to the Effective Date or (b) Executive was engaged in work, activities, services, or
efforts on behalf of the Company or the Business prior to the formation of the Company or any of its Subsidiaries or Affiliates (including
any predecessors thereof).

 

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  (xviii)             “Publicity
Rights” means the name, voice, likeness, signature, photograph, video, biographical data, image, and other elements or attributes
of an individual’s persona, identity, or personality, and any other rights of a similar nature protectable under applicable law.

 

  (xix)             “Social
Media Channel” means any website, application, or other medium now known or hereafter devised that enables individuals to create
or share Content or participate in social networking, including, but not limited to, YouTube, Facebook, Instagram, Twitter, TikTok,
and Snapchat.

 

  (xx)             “Social
Media Post” means the making available of Content on any Social Media Channel in any manner permitted by such Social Media
Channel, regardless of the amount of time such Content is made available on the Social Media Channel.

 

  (xxi)             “Subsidiary”
of the Company shall mean any corporation of which the Company owns, directly or indirectly, more than fifty percent (50%) of the voting
stock.

 

  (xxii)             “Work
Product” means all discoveries, developments, concepts, designs, ideas, know-how, modifications, improvements, derivative works,
inventions, trade secrets, Trademarks, or Content, in each case whether or not patentable, copyrightable or otherwise legally protectable.

 

(f)             Other
Positions. Executive shall immediately resign, and shall be deemed to have immediately resigned without the requirement of any additional
action, from any and all position Executive holds (including, if applicable, as a member of the Board) with the Company and its Affiliates
on Executive’s Date of Termination. Executive shall cooperate with the Company and its Affiliates in taking any actions necessary
to effectuate the foregoing.

 

(g)             Breach
of Payment Obligation. If the Company fails (other than pursuant to Section 18) to pay any amount due to Executive (or Executive’s
estate) pursuant to this Section 4 as a result of Executive’s termination of employment within the fifteen (15) day period
following written notice by Executive (it being understood and agreed that such notice may not be given until any such material payment
has not been paid for at least fifteen (15) days following its scheduled payment date), the restrictions imposed by Section 7(a)(i) and
(ii) shall immediately terminate.

 

5.             Protection
of Confidential Information.

 

(a)             Non-Use
and Non-Disclosure. Executive shall not, at any time during Executive’s employment with the Company or thereafter, or during
the Prior Period, disclose or use any trade secret, proprietary or confidential information of the Company or any Subsidiary of the Company
(collectively, “Confidential Information”) obtained or learned by Executive during the course of such employment or
in any Prior Period, except for (i) disclosures and uses required in the course of such employment or with the prior written permission
of the Company, (ii) disclosures with respect to any litigation, arbitration or mediation involving this Agreement, including but
not limited to, the enforcement of Executive’s rights under this Agreement, or (iii) as may be required by law or by any court,
arbitrator, mediator or administrative or legislative body (including any committee thereof) with apparent jurisdiction to order such
disclosure; provided, that, if, in any circumstance described in clause (iii), Executive receives notice that any third party
shall seek to compel such a disclosure of any Confidential Information, Executive shall promptly notify the Company and provide reasonable
cooperation to the Company (at the Company’s sole expense) in seeking a protective order against such disclosure. Notwithstanding
anything to the contrary in the foregoing, “Confidential Information” does not include information that is or becomes publicly
known outside the Company or any of its subsidiaries other than due to a breach of Executive’s obligations under this paragraph.

 

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(b)             Return
of Information. At the time of any termination of Executive’s employment with the Company, whether at the instance of Executive
or the Company, and regardless of the reasons therefore, Executive shall (a) immediately cease any further use of Confidential Information
and (b) deliver to the Company (at the Company’s expense), any and all notes, files, memoranda, papers and, in general, any
and all physical (including electronic) matter containing Confidential Information that are in Executive’s possession or under
Executive’s control, except as otherwise consented in writing by the Company at the time of such termination. The foregoing shall
not prevent Executive from retaining copies of personal diaries, personal notes, personal address books, personal calendars, and any
other personal information (including, without limitation, information relating to Executive’s compensation), but only to the extent
such copies do not contain any Confidential Information other than that which relates directly to Executive, including his compensation.

 

(c)             Defend
Trade Secrets Act Notice. Notwithstanding the foregoing obligations of confidentiality, this Agreement does not affect any rights
or immunities of Executive under 18 USC §1833(b)(1) or (2) and, as such, Executive shall not be held criminally or civilly
liable under any federal or state trade secret law for the disclosure of a trade secret that is made (a) in confidence to a federal,
state, or local government official, or to an attorney, in each case solely for the purpose of reporting or investigating a suspected
violation of law or (b) in a complaint or other document filed in a lawsuit or other proceeding, if such filing is made under seal.
If Executive files a lawsuit for retaliation by the Company or its Subsidiaries for reporting a suspected violation of law, then Executive
may disclose the trade secret to Executive’s attorney and use the trade secret information in the court proceeding, if the Executive
(or an attorney on Executive’s behalf) files any document containing the trade secret under seal; and does not disclose the trade
secret, except pursuant to court order.

 

6.             Intellectual
Property.

 

(a)             Ownership
of Company IP. All Work Product created, invented, or developed by Executive, either during the Prior Period or during the Term,
whether solely or jointly with others, and that (i) relates to the Business, (ii) is or was developed using any resources or
equipment of or provided by the Company or its Affiliates, or (iii) is or was created within the scope of Executive’s employment
by the Company, and all Intellectual Property in any of the foregoing, is the sole and exclusive property of the Company (collectively,
the “Company IP”). Executive hereby acknowledges and agrees that the Company IP is intended to be a work made for
hire under the U.S. Copyright Act of 1976, as amended, of which the Company is the owner. To the extent the Company IP is not, or is
deemed not to be, a work made for hire, Executive hereby irrevocably assigns to the Company all of Executive’s right, title and
interest in and to the Company IP, and Executive hereby waives all moral rights or other rights with respect to attribution of authorship
or integrity related to any and all Company IP. Except as set forth in Section 6(c), Executive shall have no right to use any Company
IP, including in connection with any digital assets (e.g., non-fungible tokens), without the prior written consent of Company.

 

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(b)             Executive
IP. Executive represents and warrants that as of the Effective Date, there is no Work Product (or Intellectual Property therein)
that: (i) has been created by or on behalf of Executive (either solely or jointly with others) or (ii) is owned exclusively
by Executive or jointly by Executive with others and that both (x) relate to the Business and (y) are not assigned to the Company
under this Agreement (“Executive IP”). Notwithstanding the foregoing, if the Executive uses with or incorporates into
any Company IP or Company-Owned Social Media Post any Executive IP, or any other Intellectual Property that does not constitute Company
IP, then Executive hereby grants to the Company a perpetual, irrevocable, nonexclusive, fully paid-up, royalty-free, sublicenseable (through
multiple tiers), worldwide license under all such Intellectual Property to make, have made, use, sell, offer for sale, import, export,
copy, publish, perform, make derivative works of, distribute, improve, modify, and otherwise exploit such Intellectual Property in connection
with the Business (including any product or service thereof).

 

(c)             Licenses
to Executive.

 

(i)             Subject
to Section 6(c)(iii), the Company hereby grants to Executive a non-exclusive, non-transferable, non-sublicenseable, worldwide, royalty-free,
fully paid-up license, solely during the Term, to use, copy, distribute, create derivative works of, perform, and display Content included
in the Company IP or provided to Executive by the Company in connection with making Social Media Posts on the Executive Social Medial
Channels.

 

(ii)             Subject
to Section 6(c)(iii) and 6(c)(iv), the Company hereby grants to Executive a non-exclusive, non-transferable, non-sublicenseable,
worldwide, royalty-free, fully paid-up license, solely during the Term, to use the Company Marks in connection with making Social Media
Posts on the Executive Social Media Channels. All goodwill arising from Executive’s use of the Company Marks will inure exclusively
to the benefit of the Company.

 

(iii)             The
Company may, at any time and in its sole discretion, require Executive to modify or remove any Company Social Media Post from the Executive
Social Media Channels, and Executive shall promptly (and in any event in no more than three business days) comply with such request.

 

(iv)             Executive
shall comply with all branding and quality guidelines and other instructions regarding the use of the Company Marks provided by the Company
to Executive, and shall remove any Company Mark from a Social Media Post immediately upon the request of the Company.

 

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(d)             Licenses
to the Company. Executive hereby grants to the Company an exclusive, worldwide, royalty-free, fully paid-up, sublicenseable (through
multiple tiers), transferable, perpetual, irrevocable license to use, display, publish, copy, reproduce, distribute, and otherwise exploit
in any form or media (whether now existing, known, or later developed) the Publicity Rights of Executive in connection with the conduct
and promotion of the Business (including during the Prior Period), including all products and services of the Business. To the extent
that Executive may not grant the foregoing license under applicable law, Executive hereby irrevocably releases, waives, acquits, and
forever discharges the Company and its Affiliates and its and their past and present directors, officers, partners, agents, employees,
successors, and assigns from any and all known or unknown claims, causes of action, or demands whatsoever in law or in equity that the
Executive ever had, now has, or hereafter may acquire against any such parties based on, or arising out of, in whole or in part, the
Company’s or its Affiliate’s use of any of the Executive’s Publicity Rights in connection with the conduct and promotion
of the Business (including all products and services of the Business, and including during the Prior Period), and covenants not to use
Executive’s Publicity Rights in connection with any Competing Business during the Term or thereafter. Notwithstanding anything
to the contrary in the foregoing, nothing contained in this Agreement will require the Company to exercise or exploit any of its rights
relating to Executive’s Publicity Rights.

 

(e)             Social
Medial Posts.

 

(i)             Executive
is the owner of all Executive Social Media Channels and the Social Media Posts made by or on behalf of Executive to an Executive Social
Media Channel during the Prior Period or the Term to the extent that such Social Media Posts are unrelated to the Business and do not
include, contain, incorporate, or reference any Company Mark, Company IP, or other Intellectual Property or Content owned or controlled
by the Company (“Executive Social Media Posts”). For clarity, Executive Social Media Posts expressly exclude any Content
that includes, contains, incorporates, or references Company Marks, Company IP, or other Intellectual Property or Content owned or controlled
by the Company or its Affiliates, all of which are owned, as between the Executive and the Company, exclusively by the Company or its
Affiliates.

 

(ii)             The
Company is the owner of all Social Media Posts made by or on behalf of Executive to a Social Media Channel (and all Content and Intellectual
Property rights therein) to the extent such Social Media Post includes, contains, incorporates, or references any Company IP, any Company
Marks, or any other Intellectual Property or Content owned or controlled by the Company or its Affiliates (collectively, the “Company-Owned
Social Media Posts”). To the extent Executive has or obtains any rights in the Company-Owned Social Media Posts, Executive
hereby assigns to the Company all of Executive’s right, title, and interest in and to such Company-Owned Social Media Posts.

 

(iii)             Executive
hereby grants to the Company a non-exclusive, worldwide, royalty-free, fully paid-up, sublicenseable (through multiple tiers), transferable,
perpetual, irrevocable license to use, display, publish, copy, reproduce, distribute, and otherwise exploit in any form or media (whether
now existing, known, or later developed) all Company Social Media Posts that do not constitute Company-Owned Social Media Posts (including
in such license all rights to the Content and Intellectual Property therein).

 

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(iv)             The
Company shall be responsible for ensuring that Content (including product statements) that Company provides Executive for inclusion in
Social Media Posts made to an Executive Social Media Channel, and instructions that Company provides Executive with respect to making
such Social Media Posts (if any), are compliant with applicable laws. Subject to the foregoing, Executive shall be responsible for ensuring
that that all Company Social Media Posts made by or on behalf of Executive to any Social Media Channel are made in compliance with all
applicable laws. Without limiting the foregoing, Executive shall comply with the FTC’s Enforcement Policy Statement on Deceptively
Formatted Advertisements and the FTC’s Native Advertising: A Guide for Business, and any other applicable regulations, rules, or
standards relating to the promotion of products or services on Social Media Channels, or that are otherwise applicable to the Company
Social Media Posts on any Executive Social Media Channel, or that are otherwise made by or on behalf of Executive to any Social Media
Channel. Promptly upon the request of the Company or the termination of this Agreement (but in no event more than five business days
following either event), Executive shall deliver to the Company all tangible embodiments of Company-Owned Social Media Posts and Company
Social Media Posts existing on any Executive Social Media Channel, or that have otherwise been made by or on behalf of Executive to any
Social Media Channel (e.g., the underlying videos, photographs, and other Content, whether in digital or physical form). Upon
the termination of this Agreement for any reason, Executive shall immediately cease making any Social Media Posts on any Social Media
Channels, including Executive Social Media Channels, that would be a Company Social Media Post hereunder (except, and only to the extent,
Executive and Company agree otherwise in writing).

 

(v)             Immediately
upon the termination of this Agreement by the Company for Cause, Executive shall remove all Company Social Media Posts from all Executive
Social Media Channels, and shall cause the removal of all Company Social Media Posts made by or on behalf of Executive to any other Social
Media Channel controlled by Executive or Executive’s immediate family members.

 

(f)             Further
Assurances. Executive shall assist the Company, or its designee, at Company’s expense, in every reasonable way in connection
with securing the Company’s rights in the Company IP and the Company-Owned Social Media Posts, including executing or causing to
be executed all documents reasonably requested by the Company. Executive hereby irrevocably designates and appoints the Company and its
duly authorized officers and agents as Executive’s agent and attorney-in-fact, which is a right coupled with an interest, to act
for and in Executive’s behalf and stead to execute and file any such instruments and papers and to do all other lawfully permitted
acts to further the application for, prosecution, issuance, maintenance or transfer of any Company IP or Company-Owned Social Media Posts.

 

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7.             Noncompetition,
Noninterference, Nondisparagement and Cooperation.

 

(a)             General.
Executive agrees that Executive shall not, other than in carrying out his duties hereunder, directly or indirectly, do any of the following:
(i) during Executive’s employment with the Company and its Subsidiaries and for a period of three (3) years after any
termination of such employment, render services in any capacity (including as an employee, director, member, consultant, partner, investor
or independent contractor) to a Competing Business, (ii) during Executive’s employment with the Company and its Subsidiaries
and for a period of three (3) years after any termination of such employment, attempt to, or assist any other person in attempting
to, employ, engage, retain or partner with, any person who is then, or at any time during the ninety (90) day-period prior thereto was,
a director, officer or other executive of the Company or a Subsidiary, or encourage any such person or any consultant, agent or independent
contractor of the Company or any Subsidiary to terminate or adversely alter or modify such relationship with the Company or any Subsidiary;
provided, that this section (ii) shall not be violated by general advertising, general internet postings or other general
solicitation in the ordinary course not specifically targeted at such persons, or (iii) during Executive’s employment with
the Company and its Subsidiaries and for a period of two (2) years after any termination of employment, solicit any then current
customer or business partner of the Company or any Subsidiary to terminate, alter or modify its relationship with the Company or the
Subsidiary or to interfere with the Company’s or any Subsidiary’s relationships with any of its customers or business partners.
During and after the Term, Executive shall not make any public statement that is intended to or would reasonably be expected to disparage
the Company, its Affiliates or its or their directors, officers, employees, the Business or products other than as required in the good
faith discharge of his duties hereunder. During the Term and for three (3) years thereafter, the Company (including directors and
officers of the Company in their capacity as such) agrees that it shall not make any public statement that is intended to or would reasonably
be expected to disparage Executive. At the request of Executive, the Company shall direct its then-current directors and officers to
not make any statements that would violate this Section 7(a) if they were made by the Company. Notwithstanding the foregoing,
nothing in this Section 7(a) shall prevent any person from (A) responding publicly to any incorrect, disparaging or derogatory
public statement made by or on behalf of the other party to the extent reasonably necessary to correct or refute such public statement
or (B) making any truthful statement to the extent required by law. Nothing in this Agreement is intended to or will be used in
any way to limit Executive’s rights to communicate with a government agency, as provided for, protected under or warranted by applicable
law. Nothing contained herein shall prevent Executive from acquiring, solely as an investment, any publicly-traded securities of any
person so long as he remains a passive investor in such person and does not own more than one percent (1%) of the outstanding securities
thereof.

 

(b)             Cooperation.
Executive agrees to reasonably cooperate with the Company and its attorneys, both during and after the termination of Executive’s
employment, in connection with any litigation or other internal or external proceeding arising out of or relating to matters in which
Executive was involved prior to the termination of Executive’s employment so long as such cooperation does not materially interfere
with Executive’s employment or consulting. In the event that such cooperation is required after the termination of Executive’s
employment with the Company and its Subsidiaries, the Company shall pay Executive at the rate of $170 per hour and out-of-pocket expenses
approved in advance by the Company after presentation by Executive of reasonable documentation related thereto.

 

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8.             Enforcement.
Executive acknowledges and agrees that: (i) the purpose of the covenants set forth in Sections 5 through 7 above (the “Restrictive
Covenants”) is to protect the goodwill, trade secrets and other confidential information of the Company; (ii) because
of the nature of the business in which the Company is engaged and because of the nature of the Confidential Information to which Executive
has access, it would be impractical and excessively difficult to determine the actual damages of the Company in the event Executive breached
any such covenants; and (iii) remedies at law (such as monetary damages) for any breach of Executive’s obligations under the
Restrictive Covenants would be inadequate. Executive therefore agrees and consents that if Executive commits any breach of a Restrictive
Covenant, the Company shall have the right (in addition to, and not in lieu of, any other right or remedy that may be available to it)
to temporary and permanent injunctive relief from a court of competent jurisdiction, without posting any bond or other security and without
the necessity of proof of actual damage. If any portion of the Restrictive Covenants is hereafter determined to be invalid or unenforceable
in any respect, such determination shall not affect the remainder thereof, which shall be given the maximum effect possible and shall
be fully enforced, without regard to the invalid portions. In particular, without limiting the generality of the foregoing, if the covenants
set forth in Section 7 are found by a court or an arbitrator to be unreasonable, Executive and the Company agree that the maximum
period, scope or geographical area that is found to be reasonable shall be substituted for the stated period, scope or area, and that
the court or arbitrator shall revise the restrictions contained herein to cover the maximum period, scope and area permitted by law.
If any of the Restrictive Covenants are determined to be wholly or partially unenforceable in any jurisdiction, such determination shall
not be a bar to or in any way diminish the Company’s right to enforce any such covenant in any other jurisdiction.

 

9.             Indemnification.

 

(a)             The
Company agrees that if Executive is made a party to, is threatened to be made a party to, receives any legal process in, or receives
any discovery request or request for information in connection with, any action, suit or proceeding, whether civil, criminal, administrative
or investigative, excluding any action instituted by Executive, any action related to any actual violation of Section 16 of the
Exchange Act by Executive or any action brought by the Company for compensation or damages related to Executive’s breach of this
Agreement (a “Proceeding”), by reason of the fact that he was a director, officer, employee, consultant or agent of
the Company, or was serving at the request of, or on behalf of, the Company as a director, officer, member, employee, consultant or agent
of another corporation, limited liability corporation, partnership, joint venture, trust or other entity, including service with respect
to employee benefit plans, whether or not the basis of such Proceeding is Executive’s alleged action in an official capacity while
serving as a director, officer, member, employee, consultant or agent of the Company or other entity, Executive shall be indemnified
and held harmless by the Company to the fullest extent permitted or authorized by the Company’s certificate of incorporation or
by-laws or, if greater, by applicable law, against any and all costs, expenses, liabilities and losses (including, without limitation,
attorneys’ fees reasonably incurred, judgments, fines, taxes or penalties and amounts paid or to be paid in settlement and any
reasonable cost and fees incurred in enforcing his rights to indemnification or contribution) incurred or suffered by Executive in connection
therewith, and such indemnification shall continue as to Executive even though he has ceased to be a director, officer, member, employee,
consultant or agent of the Company or other entity and shall inure to the benefit of Executive’s heirs, executors and administrators.
The Company shall reimburse Executive for all costs and expenses (including, without limitation, reasonable attorneys’ fees) incurred
by him in connection with any Proceeding within twenty (20) business days after receipt by the Company of a written request for such
reimbursement and appropriate documentation associated with these expenses. Such request shall include an undertaking by Executive to
repay the amount of such advance if it shall ultimately be determined that he is not entitled to be indemnified against such costs and
expenses; provided, that the amount of such obligation to repay shall be limited to the after-tax amount of any such advance except
to the extent Executive is able to offset such taxes incurred on the advance by the tax benefit, if any, attributable to a deduction
for repayment.

 

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(b)             Neither
the failure of the Company (including the Board or the Company’s independent legal counsel or stockholders) to have made a determination
prior to the commencement of any proceeding concerning payment of amounts claimed by Executive under Section 9(a) above that
indemnification of Executive is proper because he has met the applicable standard of conduct, nor a determination by the Company (including
the Board or the Company’s independent legal counsel or stockholders) that Executive has not met such applicable standard of conduct,
shall create a presumption or inference that Executive has not met the applicable standard of conduct.

 

(c)             The
Company agrees to continue and maintain a directors’ and officers’ liability insurance policy covering Executive at a level,
and on terms and conditions, no less favorable to him than the coverage the Company provides other similarly-situated executives for
six (6) years after Executive’s Date of Termination or such longer statute of limitation period.

 

(d)             Nothing
in this Section 9 shall be construed as reducing or waiving any right to indemnification, or advancement of expenses, Executive
would otherwise have under any other agreement with the Company (including, but not limited to, any executed indemnification agreements
between Executive and the Company), the Company’s certificate of incorporation or by-laws or under applicable law.

 

10.             Arbitration.
Subject to Section 8, in the event that any dispute arises between the Company and Executive regarding or relating to this Agreement
and/or any aspect of Executive’s employment relationship with the Company, the parties consent to resolve such dispute through
mandatory arbitration under the Commercial Rules of the American Arbitration Association (“AAA”), before a panel
of three (3) arbitrators in Salt Lake City, Utah. The parties hereby consent to the entry of judgment upon award rendered by the
arbitrator in any court of competent jurisdiction. Notwithstanding the foregoing, should adequate grounds exist for seeking immediate
injunctive or immediate equitable relief, any party may seek and obtain such relief. The parties hereby consent to the exclusive jurisdiction
of the state and Federal courts of or in the State of Utah for purposes of seeking such injunctive or equitable relief as set forth above.
Out-of-pocket costs and expense reasonably incurred by Executive in connection with such arbitration (including attorneys’ fees)
shall be paid by the Company with respect to each claim on which the arbitrator determines Executive prevails.

 

11.             Mutual
Representations.

 

(a)             Executive
acknowledges that before signing this Agreement, Executive was given the opportunity to read it, evaluate it and discuss it with Executive’s
personal advisors. Executive further acknowledges that the Company and its advisors have not provided Executive with any legal or tax
advice regarding this Agreement.

 

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(b)             Executive
represents and warrants to the Company that the execution and delivery of this Agreement and the fulfillment of the terms hereof (i) shall
not constitute a violation, default under, or conflict with, any agreement or other instrument to which he is a party or by which he
is bound or any other legal obligation and (ii) as to his execution and delivery of this Agreement do not require the consent of
any other person.

 

(c)             The
Company represents and warrants to Executive that (i) the execution, delivery and performance of this Agreement by the Company has
been fully and validly authorized by all necessary corporate action, (ii) the person signing this Agreement on behalf of the Company
is duly authorized to do so, (iii) the execution, delivery and performance of this Agreement does not violate any applicable law,
regulation, order, judgment or decree or any agreement, plan or corporate governance document to which the Company is a party or by which
it is bound and (iv) upon execution and delivery of this Agreement by the parties, it shall be a valid and binding obligation of
the Company enforceable against it in accordance with its terms, except to the extent that enforceability may be limited by applicable
bankruptcy, insolvency or similar laws affecting the enforcement of creditors’ rights generally.

 

(d)             Each
party hereto represents and warrants to the other that this Agreement constitutes the valid and binding obligations of such party enforceable
against such party in accordance with its terms.

 

12.             Notices.
All notices and other communications required or permitted hereunder shall be in writing and shall be deemed given when delivered (i) personally,
(ii) by registered or certified mail, postage prepaid with return receipt requested, (iii) by facsimile with evidence of completed
transmission, or (iv) by overnight courier to the party concerned at the address indicated below or to such changed address as such
party may subsequently give such notice of:

 

	If to the Company:	Black Rifle Coffee Company LLC 

    1144 500 West

    Salt Lake City, UT 84101

    Phone: (844) 899-9330

    Attention: General Counsel
	 	 
	If to Executive:	[At the address on file with the Company]

 

13.             Assignment
and Successors. This Agreement is personal in its nature and none of the parties hereto shall, without the consent of the others,
assign or transfer this Agreement or any rights or obligations hereunder; provided, however, that in the event of any merger,
consolidation, or transfer or sale of all or substantially all of the assets of the Company with or to any other individual(s) or
entity, this Agreement shall, subject to the provisions hereof, be binding upon and inure to the benefit of such successor, and such
successor shall discharge and perform all the promises, covenants, duties, and obligations of the Company hereunder, and such transferee
or successor shall be required to assume such obligations by contract (unless such assumption occurs by operation of law). Anything herein
to the contrary notwithstanding, Executive shall be entitled to select (and change, to the extent permitted under any applicable law)
a beneficiary or beneficiaries to receive any compensation or benefit payable hereunder following Executive’s death or judicially
determined incompetence by giving the Company written notice thereof. In the event of Executive’s death or a judicial determination
of his incompetence, reference in this Agreement to Executive shall be deemed, where appropriate, to refer to his beneficiary, estate
or other legal representative.

 

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14.             Governing
Law; Amendment. This Agreement shall be governed by and construed in accordance with the laws of the State of Delaware, without reference
to principles of conflict of laws. This Agreement may not be amended or modified except by a written agreement executed by Executive
and the Company or their respective successors and legal representatives.

 

15.             Severability.
The invalidity or unenforceability of any provision of this Agreement shall not affect the validity or enforceability of any other provision
of this Agreement. If any provision of this Agreement shall be held invalid or unenforceable in part, the remaining portion of such provision,
together with all other provisions of this Agreement, shall remain valid and enforceable and continue in full force and effect to the
fullest extent consistent with law.

 

16.             Tax
Withholding. Notwithstanding any other provision of this Agreement, the Company may withhold from amounts payable under this Agreement
all federal, state, local and foreign taxes that are required to be withheld by applicable laws or regulations.

 

17.             No
Waiver. Executive’s or the Company’s failure to insist upon strict compliance with any provision of, or to assert any
right under, this Agreement shall not be deemed to be a waiver of such provision or right or of any other provision of or right under
this Agreement. Any provision of this Agreement may be waived by the parties hereto; provided, that any waiver by any person of
any provision of this Agreement shall be effective only if in writing and signed by each party and such waiver must specifically refer
to this Agreement and to the terms or provisions being modified or waived.

 

18.             No
Mitigation. In no event shall Executive be obligated to seek other employment or take other action by way of mitigation of the amounts
payable to Executive under any of the provisions of this Agreement and, except as set forth herein, such amounts shall not be subject
to offset or otherwise reduced whether or not Executive obtains other employment. The Company’s obligation to make any payment
pursuant to, and otherwise to perform its obligations under, this Agreement shall not be affected by any offset, counterclaim or other
right that the Company have against Executive for any reason; provided, that the Company may cease making the payments or providing
the benefits, in each case, under Section 4 if Executive materially breaches the provisions of this Agreement and, if curable, does
not cure such breach within fifteen (15) days after written notice from the Company.

 

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19.             Section 409A.
This Agreement is intended to satisfy the requirements of Section 409A of the Internal Revenue Code of 1986, as amended (“Section 409A”)
with respect to amounts, if any, subject thereto and shall be interpreted and construed and shall be performed by the parties consistent
with such intent. To the extent Executive would otherwise be entitled to any payment under this Agreement, or any plan or arrangement
of the Company or its Affiliates, that constitutes a “deferral of compensation” subject to Section 409A and that if
paid during the six (6) months beginning on the Date of Termination of Executive’s employment would be subject to the Section 409A
additional tax because Executive is a “specified employee” (within the meaning of Section 409A and as determined by
the Company), the payment will be paid to Executive on the earlier of the six (6) month anniversary of his Date of Termination or
death. To the extent Executive would otherwise be entitled to any benefit (other than a payment) during the six (6) months beginning
on termination of Executive’s employment that would be subject to the Section 409A additional tax, the benefit will be delayed
and will begin being provided on the earlier of the first day following the six (6) month anniversary of Executive’s Date
of Termination or death. Any payment or benefit due upon a termination of employment that represents a “deferral of compensation”
within the meaning of Section 409A shall be paid or provided only upon a “separation from service” as defined in Treasury
Regulation § 1.409A-1(h). Each payment made under this Agreement shall be deemed to be a separate payment for purposes of Section 409A.
Amounts payable under this Agreement shall be deemed not to be a “deferral of compensation” subject to Section 409A
to the extent provided in the exceptions in Treasury Regulation §§ 1.409A-1(b)(4) (“Short-Term Deferrals”)
and (b)(9) (“Separation Pay Plans,” including the exception under subparagraph (iii)) and other applicable provisions
of Treasury Regulation § 1.409A-1 through A-6. Notwithstanding anything to the contrary in this Agreement or elsewhere, any payment
or benefit under this Agreement or otherwise that is exempt from Section 409A pursuant to Treasury Regulation § 1.409A-1(b)(9)(v)(A) or
(C) (relating to certain reimbursements and in-kind benefits) shall be paid or provided only to the extent that the expenses are
not incurred, or the benefits are not provided, beyond the last day of the second calendar year following the calendar year in which
Executive’s “separation from service” occurs; and provided, further, that such expenses are reimbursed
no later than the last day of the third calendar year following the calendar year in which Executive’s “separation from service”
occurs. To the extent any expense reimbursement (including, without limitation, any reimbursement of interest or penalties related to
taxes) or the provision of any in-kind benefit is determined to be subject to Section 409A (and not exempt pursuant to the prior
sentence or otherwise), the amount of any such expenses eligible for reimbursement, or the provision of any in-kind benefit, in one calendar
year shall not affect the expenses eligible for reimbursement in any other calendar year (except for any life-time or other aggregate
limitation applicable to medical expenses), in no event shall any expenses be reimbursed after the last day of the calendar year following
the calendar year in which Executive incurred such expenses, and in no event shall any right to reimbursement or the provision of any
in-kind benefit be subject to liquidation or exchange for another benefit.

 

20.             Headings.
The Section headings contained in this Agreement are for convenience only and in no manner shall be construed as part of this Agreement.

 

21.             Entire
Agreement. This Agreement, together with the exhibits hereto, constitutes the entire agreement of the parties with respect to the
subject matter hereof and shall supersede all prior agreements, whether written or oral, with respect thereto. In the event of any inconsistency
between the terms of this Agreement and the terms of any other Company plan, policy, equity grant, arrangement or agreement with Executive,
the terms of this Agreement shall govern, provided that the Executive shall be entitled to the benefit of any indemnification
agreement that is more favorable to the Executive than this Agreement, provided further that the Executive shall be liable to
comply with the terms of any post-employment restrictive covenant obligation that is not as favorable to the Executive as this Agreement.

 

22.             Survival.
The respective rights and obligations of the parties hereunder shall survive any termination of Executive’s employment to the extent
necessary to give effect to such rights and obligations as set forth herein. Without limiting the foregoing, Sections 5 through 24 (except
for Section 6(c)) will all survive any termination of Executive’s employment of this Agreement or the Term.

 

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23.             Counterparts.
This Agreement may be executed simultaneously in two or more counterparts, each of which shall be deemed an original but all of which
together shall constitute one and the same instrument.

 

24.             Certain
Change in Control Payments. Notwithstanding any provision of this Agreement to the contrary, if any payments or benefits Executive
would receive from the Company under this Agreement or otherwise (the “Total Payments”) (a) constitute “parachute
payments” within the meaning of Section 280G of the Code, and (b) but for this Section 24, would be subject to the
excise tax imposed by Section 4999 of the Code, then Executive will be entitled to receive either (i) the full amount of the
Total Payments or (ii) a portion of the Total Payments having a value equal to $1 less than three (3) times such individual’s
 “base amount” (as such term is defined in Section 280G(b)(3)(A) of the Code), whichever of (i) and (ii), after
taking into account applicable federal, state, and local income taxes and the excise tax imposed by Section 4999 of the Code, results
in the receipt by such employee on an after-tax basis, of the greatest portion of the Total Payments. Any determination required under
this Section 24 shall be made in writing by the accountant or tax counsel selected by the Company. If there is a reduction pursuant
to this Section 24 of the Total Payments to be delivered to Executive and to the extent that an ordering of the reduction other
than by Executive is required by Section 19 or other tax requirements, the payment reduction contemplated by the preceding sentence
shall be implemented by determining the “Parachute Payment Ratio” (as defined below) for each “parachute payment”
and then reducing the “parachute payments” in order beginning with the “parachute payment” with the highest Parachute
Payment Ratio. For “parachute payments” with the same Parachute Payment Ratio, such “parachute payments” shall
be reduced based on the time of payment of such “parachute payments,” with amounts having later payment dates being reduced
first. For “parachute payments” with the same Parachute Payment Ratio and the same time of payment, such “parachute
payments” shall be reduced on a pro rata basis (but not below zero) prior to reducing “parachute payments” with a lower
Parachute Payment Ratio. For purposes hereof, the term “Parachute Payment Ratio” shall mean a fraction the numerator of which
is the value of the applicable “parachute payment” for purposes of Section 280G of the Code and the denominator of which
is the actual present value of such payment.

 

[Signature page follows]

 

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IN WITNESS WHEREOF, Executive
and the Company have caused this Agreement to be executed as of the date first above written.

 

	 	BLACK RIFLE COFFEE COMPANY LLC
	 	 	 
	 	By:	/s/ Tom Davin
	 	Name: 	Tom Davin
	 	Title:	Co-Chief Executive Officer

 

	 	EXECUTIVE
	 	 
	 	/s/ Evan Hafer
	 	Evan Hafer

 

[Signature Page to Employment Agreement]

 

    

     

    

 

Exhibit A

 

Passive ownership of an equity interest in Idaho River Adventures,
as previously disclosed to the Board.

 

    

     

    

 

Exhibit B

 

Agreement and General Release

 

Agreement and General Release
(“Agreement”), by and between Evan Hafer (“Executive” and referred to herein as “you”)
and Black Rifle Coffee Company LLC (the “Company”).

 

1.             In
exchange for your waiver of claims against the Released Persons (as defined below) and compliance with the other terms and conditions
of this Agreement, upon the effectiveness of this Agreement, the Company agrees to provide you with the payments and benefits provided
in Section 4 of your employment agreement with the Company, dated [DATE] (the “Employment Agreement”) in accordance
with the terms and conditions of the Employment Agreement.

 

2.             (a)              In
consideration for the payments and benefits to be provided to you pursuant to section 1 above, you, for yourself and for your heirs,
executors, administrators, trustees, legal representatives and assigns (hereinafter referred to collectively as “Releasors”),
forever release and discharge the Company and its subsidiaries, divisions, affiliates and related business entities, successors and assigns,
and any of its or their respective directors, officers, fiduciaries, agents, trustees, administrators, employees, contractors, representatives,
and assigns (in each case, in their capacity as such) (collectively the “Released Persons”) from any and all claims,
suits, demands, causes of action, covenants, promises, contracts, obligations, debts, costs, expenses, fees and liabilities of any kind
whatsoever in law or equity, by statute or otherwise, whether known or unknown, vested or contingent, suspected or unsuspected and whether
or not concealed or hidden (collectively, the “Claims”), which you have had, now have, or may have against any of
the Released Persons by reason of any act, omission, transaction, practice, plan, contract, agreement, policy, procedure, conduct, occurrence,
or other matter arising up to and including the date on which you sign this Agreement, except as provided in subsection (c) below.

 

(a)             Without
limiting the generality of the foregoing, this Agreement is intended to and shall release the Released Persons from any and all such
claims, whether known or unknown, which you have had, now have, or may have against the Released Persons arising out of your employment
or termination thereof, including, but not limited to: (i) any claim under the Age Discrimination in Employment Act, Title VII of
the Civil Rights Act of 1964, the Americans with Disabilities Act, the Employee Retirement Income Security Act of 1974 (excluding claims
for accrued, vested benefits under any employee benefit or pension plan of the Released Persons subject to the terms and conditions of
such plan and applicable law), the Family and Medical Leave Act, the Worker Adjustment and Retraining Notification Act of 1988, or the
Fair Labor Standards Act of 1938, the Colorado Anti-Discrimination
Act, the Retaliatory Employment Discrimination Act (REDA), the North Carolina Persons with Disabilities Protection Act (PDPA), the Equal
Employment Practices Act (EEPA), the Sickle Cell and Hemoglobin Trait Discrimination Act, the Genetic Testing and Information Discrimination
Act, the Use of Lawful Products Discrimination Act, the AIDS and HIV Status Discrimination Act, the Jury Service Discrimination Act,
the Military Service Discrimination Act, the Texas Labor Code, the Texas Payday Law, the Texas Anti-Retaliation Act, the Texas
Commission on Human Rights Act, the Texas Whistleblower Act, the
Utah Antidiscrimination Act, the Employment Relations and Collective Bargaining Act, the Utah Right to Work Act, the Utah Drug and Alcohol
Testing Act, the Utah Minimum Wage Act, the Utah Protection of Activities in Private Vehicles Act, the Utah Employment Selection Procedures
Act, and the Utah Occupational Safety and Health Act, in each case as amended [to be updated, as appropriate]; (ii) any
other claim whether based on federal, state, or local law (statutory or decisional), rule, regulation or ordinance, including, but not
limited to, breach of contract (express or implied), wrongful discharge, detrimental reliance, defamation, emotional distress or compensatory
or punitive damages; and (iii) any claim for attorneys’ fees, costs, disbursements and/or the like.

 

    B-1

     

    

 

(b)             Notwithstanding
the foregoing, nothing in this Agreement shall be a waiver of claims: (1) that arise after the date on which you sign this Agreement,
including, without limitation, such claims related to any equity or equity award held by you; (2) for the payments or benefits required
to be provided under Section 4(b) of the Employment Agreement; (3) regarding rights of indemnification to which you are
entitled under the Employment Agreement, the Company’s or a subsidiary of the Company’s Certificate of Incorporation or By-laws
(or similar instrument), pursuant to any separate writing between you and the Company or any subsidiary of the Company or pursuant to
applicable law; or (4) relating to any claims for accrued, vested benefits under any written employee benefit plan or retirement
plan of the Released Persons subject to the written terms and conditions of such plan and applicable law (excluding any severance or
termination pay plan, program or arrangement, claims to which are specifically waived hereunder).

 

(c)             In
signing this Agreement, you acknowledge that you intend that this Agreement shall be effective as a bar to each and every one of the
Claims hereinabove mentioned or implied. You expressly consent that this Agreement shall be given full force and effect according to
each and all of its express terms and provisions, including those relating to unknown, unsuspected or unanticipated Claims, if any, as
well as those relating to any other Claims hereinabove mentioned or implied. [To be updated to include reference to any applicable
statute regarding the waiver of unknown claims depending on location of signatory at termination.]

 

3.             (a)             This
Agreement is not intended, and shall not be construed, as an admission that any of the Released Persons has violated any federal, state
or local law (statutory or decisional), ordinance or regulation, breached any contract or committed any wrong whatsoever against you.

 

(b)             Should
any provision of this Agreement require interpretation or construction, it is agreed by the parties that the entity interpreting or constructing
this Agreement shall not apply a presumption against one party by reason of the rule of construction that a document is to be construed
more strictly against the party who prepared the document.

 

(c)             You
represent and warrant that you have not assigned or transferred to any person or entity any of my rights which are or could be covered
by this Agreement, including but not limited to the waivers and releases contained in this Agreement.

 

(d)             You
understand that nothing in this Agreement limits your ability to file a charge or complaint with the Equal Employment Opportunity Commission,
the National Labor Relations Board, the Occupational Safety and Health Administration, the Securities and Exchange Commission or any
other federal, state or local governmental agency or commission (“Government Agencies”). You further understand this Agreement
does not limit your ability to communicate with any Government Agencies or otherwise participate in any investigation or proceeding that
may be conducted by any Government Agency, including providing documents or other information, without notice to the Company. While this
Agreement does not limit your right to receive an award for information provided to the Securities and Exchange Commission, you understand
and agree that, to maximum extent permitted by law, you are otherwise waiving any and all rights you may have to individual relief based
on any claims that you have released and any rights you have waived by signing this Agreement.

 

    B-2

     

    

 

4.             This
Agreement is binding upon, and shall inure to the benefit of, the parties and their respective heirs, executors, administrators, successors
and assigns.

 

5.             This
Agreement shall be construed and enforced in accordance with the laws of the State of Delaware applicable to agreements made and to be
performed entirely within such State.

 

6.             You
acknowledge that you: (a) have carefully read this Agreement in its entirety; (b) have had an opportunity to consider for at
least [twenty-one (21)] [forty-five (45)] days the terms of this Agreement; (c) are hereby advised by the Company in writing
to consult with an attorney of your choice in connection with this Agreement; (d) fully understand the significance of all of the
terms and conditions of this Agreement and have discussed them with your independent legal counsel, or have had a reasonable opportunity
to do so; (e) have had answered to your satisfaction by your independent legal counsel any questions you have asked with regard
to the meaning and significance of any of the provisions of this Agreement; and (f) are signing this Agreement voluntarily and of
your own free will and agree to abide by all the terms and conditions contained herein.

 

7.             You
understand that you will have at least [twenty-one (21)] [forty-five (45)] days from the date of receipt of this Agreement to
consider the terms and conditions of this Agreement. You may accept this Agreement by signing it and returning it to the Company’s
General Counsel at the address specified pursuant to Section 12 of the Employment Agreement on or before such time. After executing
this Agreement, you shall have seven (7) days (the “Revocation Period”) to revoke this Agreement by indicating
your desire to do so in writing delivered to the General Counsel at the address above by no later than 5:00 p.m. on the seventh
(7th) day after the date you sign this Agreement. If the last day of the Revocation Period falls on a Saturday, Sunday or holiday, the
last day of the Revocation Period will be deemed to be the next business day. Provided that you have not so revoked this Agreement, the
effective date of this Agreement shall be the eighth (8th) day after you sign the Agreement (the “Agreement Effective Date”).
In the event you do not accept this Agreement as set forth above, or in the event you revoke this Agreement during the Revocation Period,
this Agreement, including but not limited to the obligation of the Company to provide the payments and benefits provided in Section 1
above, shall be deemed automatically null and void.

 

8.             Any
dispute regarding this Agreement shall be governed by Section 10 (Arbitration) of the Employment Agreement, which is incorporated
by reference as if fully set forth herein. This Agreement is subject to Delaware law without reference to its choice of law provisions.
You agree to reimburse the Company for out-of-pocket costs and expense reasonably incurred in connection with enforcing this Agreement
(including attorney’s fees) with respect to each claim on which the Company substantially prevails.

 

[Signature page follows]

 

    B-3

     

    

 

	 	EXECUTIVE
	 	 
	 	 
	 	Evan Hafer
	 	 
	 	BLACK RIFLE
    COFFEE COMPANY LLC
	 	 
	 	By:	 
	 	Name:
	 	Title:Exhibit 10.2

 

[Form of]

 

Executive Severance and Restrictive Covenant
Agreement

 

This Severance and Restrictive
Covenant Agreement (“Agreement”), dated as of , is entered into by and between Black Rifle Coffee Company LLC (the
 “Company”) and (the “Employee”).

 

1.             At-Will
Employment. Employee’s employment with the Company is on an at-will basis and shall continue until terminated by either party
upon providing no less than two weeks written notice to the party (such term, the “Term”), provided that the Company
can provide two weeks’ pay in lieu of such notice, and provided further that the Company need not provide any notice in the event
of Cause (as defined below).

 

2.             Severance.
Upon termination of Employee’s employment for any reason, the Company shall pay Employee: (a) any earned but unpaid base salary
through the date of termination and (b) any expenses owed to Employee, provided Employee properly submits documentation therefor
in accordance with applicable Company policy. In the event that the Company terminates Employee’s employment without Cause (and
not due to Employee’s death or disability), Employee shall be additionally entitled to payment of an amount equal to Employee’s
annual base salary for the year of termination, multiplied by one (1.0) (“Cash Severance”) and subject to Employee
making a timely election pursuant to the Consolidated Omnibus Budget Reconciliation Act of 1985, as amended (“COBRA”),
continued health care coverage for a period ending on the earlier of twelve (12) months commencing on the Date of Termination or until
Employee (“Benefit Continuation” and, together with the Cash Severance, the “Severance Benefits”)
receives comparable coverage from a subsequent employer for Employee (and Executive’s eligible dependents, if any) under the Company’s
health plans on the same basis as such coverage is made available to executives employed by the Company (including, without limitation,
co-pays, deductibles and other required payments and limitations) with the Company paying the applicable COBRA premium in excess of the
amount paid by active employees for such coverage or otherwise providing such coverage to Employee for the amount paid by active employees
for such coverage and Executive’s qualifying event for purposes of COBRA shall be treated as occurring at the date of such termination.
Cash Severance and Benefit Continuation shall be paid or provided only if Employee completes at least one year of employment with the
Company at an executive level. Any Severance shall be paid in a monthly amount pro rata in twelve (12) monthly payments, commencing within
thirty (30) days of Employee’s date of termination provided that Employee has timely executed, delivered and not revoked (with
any applicable revocation period having expired) a general release of claims in the form provided by the Company. Payments of Severance
Benefits will cease upon Employee entering other full-time employment regardless of the nature or compensation of such employment and
Employee shall notify the Company in writing of such other employment no later than one week before Employee commences it. The Company
and its Affiliates shall have no further obligations to Employee related to Employee’s termination of employment and Employee shall
immediately resign, and shall be deemed to have immediately resigned without the requirement of any additional action, from any and all
position Employee holds with the Company and its Affiliates on Employee’s date of termination. Employee shall cooperate with the
Company and its Affiliates in taking any actions necessary to effectuate the foregoing. The definition of “Cause” and related
severance provisions herein shall supersede any agreement relating to the same subject matter among Employee and the Company or any affiliate
of the Company.

 

    

     

    

 

3.             Definitions.
For purposes of this Agreement, the following definitions shall apply:

 

(a)             “Affiliate”
means a person or other entity that directly or indirectly controls, is controlled by, or is under common control with the Company.

 

(b)             “Business”
means the business of sourcing, processing, manufacturing, packaging, distributing, marketing and selling any Covered Product, and related
merchandise and apparel, and designing, owning, operating, licensing and franchising coffee-based retail establishments, or any activities,
services or products incidental or attendant thereto, including media enterprises based on persons associated with the Company or any
of its Subsidiaries, Company values, and such business.

 

(c)             “Cause”
means: (A) Employee’s continued failure (except where due to physical or mental incapacity) to substantially perform Employee’s
duties hereunder after written notice from the Company requesting such performance and specifying Employee’s alleged failure; (B) Employee’s
material malfeasance or gross neglect in the performance of Employee’s duties hereunder; (C) Employee’s conviction of,
or plea of guilty or nolo contendere to, a misdemeanor involving moral turpitude or any felony; (D) the commission by Employee
of an act of fraud or embezzlement against the Company or any Affiliate constituting a crime; (E) Employee’s material breach
of any material provision of this Agreement that if capable of cure is not remedied within fifteen (15) days after (I) written notice
from the Company specifying such breach and (II) the opportunity to appear before the Board; (F) Employee’s material
violation of a written policy of the Company or its Affiliates that causes demonstrable damage to the Company; (G) Employee’s
continued failure to cooperate in any audit or investigation involving the Company or its Affiliates or its or their financial statements
or business practices that is not remedied within fifteen (15) days of written notice from the Company specifying such failure; or (H) Employee’s
gross misconduct that adversely and materially affects the business or reputation of the Company and its Subsidiaries taken as a whole.

 

(d)             “Company
Marks” means any Trademarks owned or controlled by the Company or its Affiliates.

 

(e)             “Company
Social Medial Channel” means any Social Medial Channel created by, or owned or controlled by, the Company or its Affiliates,
or that includes all or any part of any Company Mark in the username (or similar name or social media handle) or other identifying label
or designation associated with such Social Medial Channel.

 

(f)             “Company
Social Media Post” means any Social Media Post that (a) includes, contains, incorporates, or references any Company Mark,
Company IP, any other Intellectual Property or Content owned or controlled by the Company or its Affiliates or (b) that a reasonable
Person would associate with the Company, its Affiliates or the Business.

 

    2

     

    

 

(g)             “Competing
Business” means any business that competes with the Business or has taken material steps in preparation to compete with the
Business (in each case, either directly or through its divisions, parents, subsidiaries or affiliates). For the avoidance of doubt, a
company shall not be considered a Competing Business solely by reason of the sale of food or other merchandise unless such products are
branded products and produced directly or indirectly by such company and identified with a proprietary brand of Covered Product, and
unless either (i) the sales of proprietary-branded Covered Products or other related merchandise represents more than 15% of that
company’s annual gross revenues or (ii) Employee’s role at such company relates primarily to such products.

 

(h)             “Content”
means any work of authorship, content, or material, including written works of any kind or nature, photographs, images, negatives, films,
outtakes, B-Roll, pictures, drawings, renderings, video recordings, audio recordings, audio-visual works, and digital images.

 

(i)             “Covered
Product” means coffee (including in a beverage format, ground, whole bean, and “pod” formats) or any other beverage
of the type the Company or its Subsidiaries, directly or indirectly, produce, distribute, sell or market or have taken material steps
to do any of the foregoing.

 

(j)             “Employee
Social Medial Channels” means any Social Media Channel owned or controlled by the Employee and that is not a Company Social
Media Channel.

 

(k)             “Intellectual
Property” means all intellectual property rights of any kind or nature, including (a) trademarks, service marks, domain
names, trade dress, corporate names, brand names, trade names, and other indicia of source or origin, and all registrations, applications
and renewals relating thereto or in connection therewith (including, in each case, the goodwill associated therewith) (“Trademarks”),
(b) patents and patent applications, (c) copyrights, copyrightable works, and all applications and registrations therefor,
(d) trade secrets, (e) rights in Content, Work Product, and Social Media Posts, and (f) all rights to sue for past, present,
and future infringement of any of the foregoing.

 

(l)             “Prior
Period” means any period during which (a) Employee was employed by the Company or any of its Affiliates or Subsidiaries
(including any predecessors thereof) or (b) Employee was engaged in work, activities, services, or efforts on behalf of the Company
or the Business prior to the formation of the Company or any of its Subsidiaries or Affiliates (including any predecessors thereof).

 

(m)             “Publicity
Rights” means the name, voice, likeness, signature, photograph, video, biographical data, and other elements or attributes
of an individual’s persona, identity, or personality, and any other rights of a similar nature protectable under applicable law.

 

(n)             “Social
Media Channel” means any website, application, or other medium now known or hereafter devised that enables individuals to create
or share Content or participate in social networking, including, but not limited to, YouTube, Facebook, Instagram, Twitter, TikTok,
and Snapchat.

 

(o)             “Social
Media Post” means the making available of Content on any Social Media Channel in any manner permitted by such Social Media
Channel, regardless of the amount of time such Content is made available on the Social Media Channel.

 

    3

     

    

 

(p)             “Subsidiary”
of the Company shall mean any corporation of which the Company owns, directly or indirectly, more than fifty percent (50%) of the voting
stock.

 

(q)             “Work
Product” means all discoveries, developments, concepts, designs, ideas, know-how, modifications, improvements, derivative works,
inventions, trade secrets, Trademarks, or Content, in each case whether or not patentable, copyrightable or otherwise legally protectable.

 

4.             Protection
of Confidential Information.

 

(a)             Non-Use
and Non-Disclosure. Employee shall not, at any time during Employee’s employment with the Company or thereafter, or during
the Prior Period, disclose or use any trade secret, proprietary or confidential information of the Company or any Subsidiary of the Company
(collectively, “Confidential Information”) obtained or learned by Employee during the course of such employment or
in any Prior Period, except for (i) disclosures and uses required in the course of such employment or with the prior written permission
of the Company, (ii) disclosures with respect to any litigation, arbitration or mediation involving this Agreement, including but
not limited to, the enforcement of Employee’s rights under this Agreement, or (iii) as may be required by law or by any court,
arbitrator, mediator or administrative or legislative body (including any committee thereof) with apparent jurisdiction to order such
disclosure; provided, that, if, in any circumstance described in clause (iii), Employee receives notice that any third party shall
seek to compel such a disclosure of any Confidential Information, Employee shall promptly notify the Company and provide reasonable cooperation
to the Company (at the Company’s sole expense) in seeking a protective order against such disclosure. Notwithstanding anything
to the contrary in the foregoing, “Confidential Information” does not include information that is or becomes publicly known
outside the Company or any of its subsidiaries other than due to a breach of Employee’s obligations under this paragraph.

 

(b)             Return
of Information. At the time of any termination of Employee’s employment with the Company, whether at the instance of Employee
or the Company, and regardless of the reasons therefore, Employee shall (a) immediately cease any further use of Confidential Information
and (b) deliver to the Company (at the Company’s expense), any and all notes, files, memoranda, papers and, in general, any
and all physical (including electronic) matter containing Confidential Information that are in Employee’s possession or under Employee’s
control, except as otherwise consented in writing by the Company at the time of such termination. The foregoing shall not prevent Employee
from retaining copies of personal diaries, personal notes, personal address books, personal calendars, and any other personal information
(including, without limitation, information relating to Employee’s compensation), but only to the extent such copies do not contain
any Confidential Information other than that which relates directly to Employee, including Employee’s compensation.

 

    4

     

    

 

(c)             Defend
Trade Secrets Act Notice. Notwithstanding the foregoing obligations of confidentiality, this Agreement does not affect any rights
or immunities of Employee under 18 USC §1833(b)(1) or (2) and, as such, Employee shall not be held criminally or civilly
liable under any federal or state trade secret law for the disclosure of a trade secret that is made (a) in confidence to a federal,
state, or local government official, or to an attorney, in each case solely for the purpose of reporting or investigating a suspected
violation of law or (b) in a complaint or other document filed in a lawsuit or other proceeding, if such filing is made under seal.
If Employee files a lawsuit for retaliation by the Company or its Subsidiaries for reporting a suspected violation of law, then Employee
may disclose the trade secret to Employee’s attorney and use the trade secret information in the court proceeding, if the Employee
(or an attorney on Employee’s behalf) files any document containing the trade secret under seal; and does not disclose the trade
secret, except pursuant to court order.

 

5.             Intellectual
Property.

 

(a)             Ownership
of Company IP. All Work Product created, invented, or developed by Employee, either during the Prior Period or during the Term, whether
solely or jointly with others, and that (i) relates to the Business, (ii) is or was developed using any resources or equipment
of or provided by the Company or its Affiliates, or (iii) is or was created within the scope of Employee’s employment by the
Company, and all Intellectual Property in any of the foregoing, is the sole and exclusive property of the Company (collectively, the
 “Company IP”). Employee hereby acknowledges and agrees that the Company IP is intended to be a work made for hire
under the U.S. Copyright Act of 1976, as amended, of which the Company is the owner. To the extent the Company IP is not, or is deemed
not to be, a work made for hire, Employee hereby irrevocably assigns to the Company all of Employee’s right, title and interest
in and to the Company IP, and Employee hereby waives all moral rights or other rights with respect to attribution of authorship or integrity
related to any and all Company IP. Except as set forth in Section 4(c), Employee shall have no right to use any Company IP, including
in connection with any digital assets (e.g., non-fungible tokens), without the prior written consent of Company.

 

(b)             Employee
IP. Employee represents and warrants that as of the date hereof, there is no Work Product (or Intellectual Property therein) that:
(i) has been created by or on behalf of Employee (either solely or jointly with others) or (ii) is owned exclusively by Employee
or jointly by Employee with others and that both (x) relate to the Business and (y) are not assigned to the Company under this
Agreement (“Employee IP”). Notwithstanding the foregoing, if the Employee uses with or incorporates into any Company
IP or Company-Owned Social Media Post any Employee IP, or any other Intellectual Property that does not constitute Company IP, then Employee
hereby grants to the Company a perpetual, irrevocable, nonexclusive, fully paid-up, royalty-free, sublicenseable (through multiple tiers),
worldwide license under all such Intellectual Property to make, have made, use, sell, offer for sale, import, export, copy, publish,
perform, make derivative works of, distribute, improve, modify, and otherwise exploit such Intellectual Property in connection with the
Business (including any product or service thereof).

 

(c)             Licenses
to Employee.

 

(i)             Subject
to Section 5(c)(iii), the Company hereby grants to Employee a non-exclusive, non-transferable, non-sublicenseable, worldwide, royalty-free,
fully paid-up license, solely during the Term, to use, copy, distribute, create derivative works of, perform, and display Content included
in the Company IP or provided to Employee by the Company in connection with making Social Media Posts on the Employee Social Medial Channels.

 

    5

     

    

 

(ii)             Subject
to Section 5(c)(iii) and 5(c)(iv), the Company hereby grants to Employee a non-exclusive, non-transferable, non-sublicenseable,
worldwide, royalty-free, fully paid-up license, solely during the Term, to use the Company Marks in connection with making Social Media
Posts on the Employee Social Media Channels. All goodwill arising from Employee’s use of the Company Marks will inure exclusively
to the benefit of the Company.

 

(iii)             The
Company may, at any time and in its sole discretion, require Employee to modify or remove any Company Social Media Post from the Employee
Social Media Channels, and Employee shall promptly (and in any event in no more than three business days) comply with such request.

 

(iv)             Employee
shall comply with all branding and quality guidelines and other instructions regarding the use of the Company Marks provided by the Company
to Employee, and shall remove any Company Mark from a Social Media Post immediately upon the request of the Company.

 

(d)             Licenses
to the Company. Employee hereby grants to the Company an exclusive, worldwide, royalty-free, fully paid-up, sublicenseable (through
multiple tiers), transferable, perpetual, irrevocable license to use, display, publish, copy, reproduce, distribute, and otherwise exploit
in any form or media (whether now existing, known, or later developed) the Publicity Rights of Employee in connection with the conduct
and promotion of the Business (including during the Prior Period), including all products and services of the Business. To the extent
that Employee may not grant the foregoing license under applicable law, Employee hereby irrevocably releases, waives, acquits, and forever
discharges the Company and its Affiliates and its and their past and present directors, officers, partners, agents, employees, successors,
and assigns from any and all known or unknown claims, causes of action, or demands whatsoever in law or in equity that the Employee ever
had, now has, or hereafter may acquire against any such parties based on, or arising out of, in whole or in part, the Company’s
or its Affiliate’s use of any of the Employee’s Publicity Rights in connection with the conduct and promotion of the Business
(including all products and services of the Business, and including during the Prior Period), and covenants not to use Employee’s
Publicity Rights in connection with any Competing Business during the Term or thereafter. Notwithstanding anything to the contrary in
the foregoing, nothing contained in this Agreement will require the Company to exercise or exploit any of its rights relating to Employee’s
Publicity Rights.

 

(e)             Social
Medial Posts.

 

(i)             Employee
is the owner of all Employee Social Media Channels and the Social Media Posts made by or on behalf of Employee to an Employee Social
Media Channel during the Prior Period or the Term to the extent that such Social Media Posts are unrelated to the Business and do not
include, contain, incorporate, or reference any Company Mark, Company IP, or other Intellectual Property or Content owned or controlled
by the Company (“Employee Social Media Posts”). For clarity, Employee Social Media Posts expressly exclude any Content
that includes, contains, incorporates, or references Company Marks, Company IP, or other Intellectual Property or Content owned or controlled
by the Company or its Affiliates, all of which are owned, as between the Employee and the Company, exclusively by the Company or its
Affiliates.

 

    6

     

    

 

(ii)             The
Company is the owner of all Social Media Posts made by or on behalf of Employee to a Social Media Channel (and all Content and Intellectual
Property rights therein) to the extent such Social Media Post includes, contains, incorporates, or references any Company IP, any Company
Marks, or any other Intellectual Property or Content owned or controlled by the Company or its Affiliates (collectively, the “Company-Owned
Social Media Posts”). To the extent Employee has or obtains any rights in the Company-Owned Social Media Posts, Employee hereby
assigns to the Company all of Employee’s right, title, and interest in and to such Company-Owned Social Media Posts.

 

(iii)             Employee
hereby grants to the Company a non-exclusive, worldwide, royalty-free, fully paid-up, sublicenseable (through multiple tiers), transferable,
perpetual, irrevocable license to use, display, publish, copy, reproduce, distribute, and otherwise exploit in any form or media (whether
now existing, known, or later developed) all Company Social Media Posts that do not constitute Company-Owned Social Media Posts (including
in such license all rights to the Content and Intellectual Property therein).

 

(iv)             The
Company shall be responsible for ensuring that Content (including product statements) that Company provides Employee for inclusion in
Social Media Posts made to an Employee Social Media Channel, and instructions that Company provides Employee with respect to making such
Social Media Posts (if any), are compliant with applicable laws. Subject to the foregoing, Employee shall be responsible for ensuring
that that all Company Social Media Posts made by or on behalf of Employee to any Social Media Channel are made in compliance with all
applicable laws. Without limiting the foregoing, Employee shall comply with the FTC’s Enforcement Policy Statement on Deceptively
Formatted Advertisements and the FTC’s Native Advertising: A Guide for Business, and any other applicable regulations, rules, or
standards relating to the promotion of products or services on Social Media Channels, or that are otherwise applicable to the Company
Social Media Posts on any Employee Social Media Channel, or that are otherwise made by or on behalf of Employee to any Social Media Channel.
Promptly upon the request of the Company or the termination of this Agreement (but in no event more than five business days following
either event), Employee shall deliver to the Company all tangible embodiments of Company-Owned Social Media Posts and Company Social
Media Posts existing on any Employee Social Media Channel, or that have otherwise been made by or on behalf of Employee to any Social
Media Channel. Upon the termination of this Agreement for any reason, Employee shall immediately cease making any Social Media Posts
on any Social Media Channels, including Employee Social Media Channels, that would be a Company Social Media Post hereunder (except,
and only to the extent, Employee and Company agree otherwise in writing).

 

    7

     

    

 

(v)             Immediately
upon the termination of this Agreement by the Company for Cause, Employee shall remove all Company Social Media Posts from all Employee
Social Media Channels, and shall cause the removal of all Company Social Media Posts made by or on behalf of Employee to any other Social
Media Channel.

 

(f)             Further
Assurances. Employee shall assist the Company, or its designee, at Company’s expense, in every reasonable way in connection
with securing the Company’s rights in the Company IP and the Company-Owned Social Media Posts, including executing or causing to
be executed all documents reasonably requested by the Company. Employee hereby irrevocably designates and appoints the Company and its
duly authorized officers and agents as Employee’s agent and attorney-in-fact, which is a right coupled with an interest, to act
for and in Employee’s behalf and stead to execute and file any such instruments and papers and to do all other lawfully permitted
acts to further the application for, prosecution, issuance, maintenance or transfer of any Company IP or Company-Owned Social Media Posts.

 

6.             Noncompetition,
Noninterference, Nondisparagement and Cooperation.

 

(a)             General.
Employee agrees that Employee shall not, other than in carrying out Employee’s duties hereunder, directly or indirectly, do any
of the following: (i) during Employee’s employment with the Company and its Subsidiaries and for a period of twelve (12) months
after any termination of such employment, render services in any capacity (including as an employee, director, member, consultant, partner,
investor or independent contractor) to a Competing Business, (ii) during Employee’s employment with the Company and its Subsidiaries
and for a period of two (2) years after any termination of such employment, attempt to, or assist any other person in attempting
to, employ, engage, retain or partner with, any person who is then, or at any time during the ninety (90) day-period prior thereto was,
a director, officer or other executive of the Company or a Subsidiary, or encourage any such person or any consultant, agent or independent
contractor of the Company or any Subsidiary to terminate or adversely alter or modify such relationship with the Company or any Subsidiary;
provided, that this section (ii) shall not be violated by general advertising, general internet postings or other general
solicitation in the ordinary course not specifically targeted at such persons, or (iii) during Employee’s employment with
the Company and its Subsidiaries and for a period of two (2) years after any termination of employment, solicit any then current
customer or business partner of the Company or any Subsidiary to terminate, alter or modify its relationship with the Company or the
Subsidiary or to interfere with the Company’s or any Subsidiary’s relationships with any of its customers or business partners.
During and after the Term, Employee shall not make any public statement that is intended to or would reasonably be expected to disparage
the Company, its Affiliates or its or their directors, officers, employees, the Business or products other than as required in the good
faith discharge of Employee’s duties hereunder. Notwithstanding the foregoing, nothing in this Section 6(a) shall prevent
any person from (A) responding publicly to any incorrect, disparaging or derogatory public statement made by or on behalf of the
other party to the extent reasonably necessary to correct or refute such public statement or (B) making any truthful statement to
the extent required by law. Nothing in this Agreement is intended to or will be used in any way to limit Employee’s rights to communicate
with a government agency, as provided for, protected under or warranted by applicable law. Nothing contained herein shall prevent Employee
from acquiring, solely as an investment, any publicly-traded securities of any person so long as Employee remains a passive investor
in such person and does not own more than one percent (1%) of the outstanding securities thereof. This Section 6 shall supersede
any agreement relating to the same subject matter among Employee and the Company or any Affiliate of the Company entered into prior to
the date hereof.

 

    8

     

    

 

(b)             Cooperation.
Employee agrees to reasonably cooperate with the Company and its attorneys, both during and after the termination of Employee’s
employment, in connection with any litigation or other internal or external proceeding arising out of or relating to matters in which
Employee was involved prior to the termination of Employee’s employment so long as such cooperation does not materially interfere
with Employee’s employment or consulting.

 

7.             Enforcement.
Employee acknowledges and agrees that: (i) the purpose of the covenants set forth in Sections 4 through 6 above (the “Restrictive
Covenants”) is to protect the goodwill, trade secrets and other confidential information of the Company; (ii) because
of the nature of the business in which the Company is engaged and because of the nature of the Confidential Information to which Employee
has access, it would be impractical and excessively difficult to determine the actual damages of the Company in the event Employee breached
any such covenants; and (iii) remedies at law (such as monetary damages) for any breach of Employee’s obligations under the
Restrictive Covenants would be inadequate. Employee therefore agrees and consents that if Employee commits any breach of a Restrictive
Covenant, the Company shall have the right (in addition to, and not in lieu of, any other right or remedy that may be available to it)
to temporary and permanent injunctive relief from a court of competent jurisdiction, without posting any bond or other security and without
the necessity of proof of actual damage. If any portion of the Restrictive Covenants is hereafter determined to be invalid or unenforceable
in any respect, such determination shall not affect the remainder thereof, which shall be given the maximum effect possible and shall
be fully enforced, without regard to the invalid portions. In particular, without limiting the generality of the foregoing, if the covenants
set forth in this Agreement are found by a court or an arbitrator to be unreasonable, Employee and the Company agree that the maximum
period, scope or geographical area that is found to be reasonable shall be substituted for the stated period, scope or area, and that
the court or arbitrator shall revise the restrictions contained herein to cover the maximum period, scope and area permitted by law.
If any of the Restrictive Covenants are determined to be wholly or partially unenforceable in any jurisdiction, such determination shall
not be a bar to or in any way diminish the Company’s right to enforce any such covenant in any other jurisdiction.

 

8.             Arbitration.
Subject to Section 7, in the event that any dispute arises between the Company and Employee regarding or relating to this Agreement
and/or any aspect of Employee’s employment relationship with the Company, the parties consent to resolve such dispute through mandatory
arbitration under the Commercial Rules of the American Arbitration Association (“AAA”), before a single arbitrator
in Salt Lake City, Utah. The parties hereby consent to the entry of judgment upon award rendered by the arbitrator in any court of competent
jurisdiction. Notwithstanding the foregoing, should adequate grounds exist for seeking immediate injunctive or immediate equitable relief,
any party may seek and obtain such relief. The parties hereby consent to the exclusive jurisdiction of the state and Federal courts of
or in the State of Utah for purposes of seeking such injunctive or equitable relief as set forth above. Out-of-pocket costs and expense
reasonably incurred by Employee in connection with such arbitration (including attorneys’ fees) shall be paid by the Company with
respect to each claim on which the arbitrator determines Employee prevails.

 

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9.             Representations.

 

(a)             Employee
acknowledges that before signing this Agreement, Employee was given the opportunity to read it, evaluate it and discuss it with Employee’s
personal advisors. Employee further acknowledges that the Company and its advisors have not provided Employee with any legal or tax advice
regarding this Agreement.

 

(b)             Employee
represents and warrants to the Company that the execution and delivery of this Agreement and the fulfillment of the terms hereof (i) shall
not constitute a violation, default under, or conflict with, any agreement or other instrument to which Employee is a party or by which
Employee is bound or any other legal obligation and (ii) as to Employee’s execution and delivery of this Agreement do not
require the consent of any other person.

 

(c)             Each
party hereto represents and warrants to the other that this Agreement constitutes the valid and binding obligations of such party enforceable
against such party in accordance with its terms.

 

10.             Notices.
All notices and other communications required or permitted hereunder shall be in writing and shall be deemed given when delivered (i) personally,
(ii) by registered or certified mail, postage prepaid with return receipt requested, (iii) by facsimile with evidence of completed
transmission, or (iv) delivered by overnight courier to the party concerned at the address indicated below or to such changed address
as such party may subsequently give such notice of:

 

	If to the Company:	Black Rifle Coffee Company LLC 

    1144 500 West

    Salt Lake City, UT 84101

    Phone: (844) 899-9330

    Attention: General Counsel
	 	 
	If to Employee:	[At the address on file with the Company]

 

11.             Assignment
and Successors. This Agreement is personal in its nature and none of the parties hereto shall, without the consent of the others,
assign or transfer this Agreement or any rights or obligations hereunder; provided, however, that in the event of any merger,
consolidation, or transfer or sale of all or substantially all of the assets of the Company with or to any other individual(s) or
entity, this Agreement shall, subject to the provisions hereof, be binding upon and inure to the benefit of such successor, and such
successor shall discharge and perform all the promises, covenants, duties, and obligations of the Company hereunder, and such transferee
or successor shall be required to assume such obligations by contract (unless such assumption occurs by operation of law). Anything herein
to the contrary notwithstanding, Employee shall be entitled to select (and change, to the extent permitted under any applicable law)
a beneficiary or beneficiaries to receive any compensation or benefit payable hereunder following Employee’s death or judicially
determined incompetence by giving the Company written notice thereof. In the event of Employee’s death or a judicial determination
of Employee’s incompetence, reference in this Agreement to Employee shall be deemed, where appropriate, to refer to Employee’s
beneficiary, estate or other legal representative.

 

    10

     

    

 

12.             Governing
Law; Amendment. This Agreement shall be governed by and construed in accordance with the laws of the State of Delaware, without reference
to principles of conflict of laws. This Agreement may not be amended or modified except by a written agreement executed by Employee and
the Company or their respective successors and legal representatives.

 

13.             Severability.
The invalidity or unenforceability of any provision of this Agreement shall not affect the validity or enforceability of any other provision
of this Agreement. If any provision of this Agreement shall be held invalid or unenforceable in part, the remaining portion of such provision,
together with all other provisions of this Agreement, shall remain valid and enforceable and continue in full force and effect to the
fullest extent consistent with law.

 

14.             Tax
Withholding. Notwithstanding any other provision of this Agreement, the Company may withhold from amounts payable under this Agreement
all federal, state, local and foreign taxes that are required to be withheld by applicable laws or regulations.

 

15.             No
Waiver. Employee’s or the Company’s failure to insist upon strict compliance with any provision of, or to assert any
right under, this Agreement shall not be deemed to be a waiver of such provision or right or of any other provision of or right under
this Agreement. Any provision of this Agreement may be waived by the parties hereto; provided, that any waiver by any person of
any provision of this Agreement shall be effective only if in writing and signed by each party and such waiver must specifically refer
to this Agreement and to the terms or provisions being modified or waived.

 

16.             Section 409A.
This Agreement is intended to satisfy the requirements of Section 409A of the Internal Revenue Code of 1986, as amended (“Section 409A”)
with respect to amounts, if any, subject thereto and shall be interpreted and construed and shall be performed by the parties consistent
with such intent. To the extent Employee would otherwise be entitled to any payment under this Agreement, or any plan or arrangement
of the Company or its Affiliates, that constitutes a “deferral of compensation” subject to Section 409A and that if
paid during the six (6) months beginning on the date of termination of Employee’s employment would be subject to the Section 409A
additional tax because Employee is a “specified employee” (within the meaning of Section 409A and as determined by the
Company), the payment will be paid to Employee on the earlier of the six (6) month anniversary of Employee’s date of termination
or death. To the extent Employee would otherwise be entitled to any benefit (other than a payment) during the six (6) months beginning
on termination of Employee’s employment that would be subject to the Section 409A additional tax, the benefit will be delayed
and will begin being provided on the earlier of the first day following the six (6) month anniversary of Employee’s date of
termination or death. Any payment or benefit due upon a termination of employment that represents a “deferral of compensation”
within the meaning of Section 409A shall be paid or provided only upon a “separation from service” as defined in Treasury
Regulation § 1.409A-1(h). Each payment made under this Agreement shall be deemed to be a separate payment for purposes of Section 409A.
Amounts payable under this Agreement shall be deemed not to be a “deferral of compensation” subject to Section 409A
to the extent provided in the exceptions in Treasury Regulation §§ 1.409A-1(b)(4) (“Short-Term Deferrals”)
and (b)(9) (“Separation Pay Plans,” including the exception under subparagraph (iii)) and other applicable provisions
of Treasury Regulation § 1.409A-1 through A-6. Notwithstanding anything to the contrary in this Agreement or elsewhere, any payment
or benefit under this Agreement or otherwise that is exempt from Section 409A pursuant to Treasury Regulation § 1.409A-1(b)(9)(v)(A) or
(C) (relating to certain reimbursements and in-kind benefits) shall be paid or provided only to the extent that the expenses are
not incurred, or the benefits are not provided, beyond the last day of the second calendar year following the calendar year in which
Employee’s “separation from service” occurs; and provided, further, that such expenses are reimbursed
no later than the last day of the third calendar year following the calendar year in which Employee’s “separation from service”
occurs. To the extent any expense reimbursement (including, without limitation, any reimbursement of interest or penalties related to
taxes) or the provision of any in-kind benefit is determined to be subject to Section 409A (and not exempt pursuant to the prior
sentence or otherwise), the amount of any such expenses eligible for reimbursement, or the provision of any in-kind benefit, in one calendar
year shall not affect the expenses eligible for reimbursement in any other calendar year (except for any life-time or other aggregate
limitation applicable to medical expenses), in no event shall any expenses be reimbursed after the last day of the calendar year following
the calendar year in which Employee incurred such expenses, and in no event shall any right to reimbursement or the provision of any
in-kind benefit be subject to liquidation or exchange for another benefit.

 

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17.             Headings.
The Section headings contained in this Agreement are for convenience only and in no manner shall be construed as part of this Agreement.

 

18.             Entire
Agreement. This Agreement constitutes the entire agreement of the parties with respect to the subject matter hereof and shall supersede
all prior agreements, whether written or oral, with respect thereto. Without limiting the foregoing, the severance obligations in this
Agreement supersede all other severance or separation amounts, rights or benefits that Employee may be eligible to receive from the Company
or its Affiliates. Notwithstanding anything to the contrary, Employee’s obligations and the restrictive covenants set forth in
this Agreement are in addition to, and not in lieu of, any other such obligations or covenants.

 

19.             Survival.
The respective rights and obligations of the parties hereunder shall survive any termination of Employee’s employment to the extent
necessary to give effect to such rights and obligations as set forth herein. Without limiting the foregoing, Sections 3 through 20 (except
for Section 5(c)) will all survive any termination of Employee’s employment of this Agreement or the Term.

 

20.             Counterparts.
This Agreement may be executed simultaneously in two or more counterparts, each of which shall be deemed an original but all of which
together shall constitute one and the same instrument.

 

[Signature page follows]

 

    12

     

    

 

IN WITNESS WHEREOF, Employee
and the Company have caused this Agreement to be executed as of the date first above written.

 

	 	BLACK RIFLE
    COFFEE COMPANY LLC
	 	 
	 	By:	 
	 	Name:
	 	Title:
	 	 
	 	EMPLOYEE
	 	 
	 	 

 

[Signature Page to Severance
Agreement]

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