Behind Black Rifle coffee, the ‘anti-hipster’ answer to Starbucks’ ‘latte liberals’ says sales are surging

Black Rifle Coffee Company
“How do you build a cool, kind of irreverent, pro-Second Amendment, pro-America brand in the MAGA era without doubling down on the MAGA movement and also not being called a [expletive] RINO by the MAGA guys?” Black Rifle Coffee Company CEO Evan Hafer told The New York Times.

  • Veteran Evan Hafer founded Black Rifle Coffee Company Salt Lake City, Utah in 2014.
  • Hafer said he wants to provide coffee to veterans and what he calls the “pro-American” community.
  • Donald Trump Jr. has publicly praised the coffee company.
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Black Rifle Coffee Company wants to be the Starbucks for conservatives.

Evan Hafer, the founder and CEO of Black Rifle Coffee Company, recently told The New York Times he founded BRCC as a pro-military, pro-law enforcement and anti-hipster company. He and two other veterans run the business and prioritize hiring other former armed service members.

Here’s everything you need to know about Black Rifle Coffee Company:

What is Black Rifle Coffee Company?

Black Rifle Coffee Company is a small batch coffee company that sells out of locations in Tennessee, Texas, Oklahoma, Georgia, and Utah. The store also ships brews nationwide through its Black Rifle Coffee Club membership, according to its website.

A BRCC spokesperson told Insider the company employs 530 people, more than half of whom are reservists, military veterans, and military spouses. BRCC would not share the names of its investors.

BRCC’s offerings include the Freedom Fuel Coffee Roast, Liberty Roast, and AK-47 Espresso Blend Coffee Rounds for around $15 for a 12 oz. bag. The Black Rifle Coffee Club membership costs $25 per month.

Who owns Black Rifle?

Veteran Evan Hafer founded Black Rifle Coffee Company Salt Lake City, Utah in 2014. Before founding Black Rifle, Hafer served in the US Army for 20 years as an infantryman, a Special Forces soldier, and a CIA contractor according to his LinkedIn.

Other members include Tom Davin, co-CEO and Marine Corps infantry officer veteran, and Matt Best, the executive vice president and former CIA contractor.

Black Rifle Coffee Company is owned by the “veteran community,” Hafer said in a YouTube video.

“I started Black Rifle Coffee Company to provide a high-quality coffee to the pro-American and Veteran communities,” Hafer wrote on the company website.

A post shared by Black Rifle Coffee Company (@blackriflecoffee)

What brands does Black Rifle Coffee have a business relationship with?

Black Rifle Coffee Company sells its products in Bass Pro Shops

BRCC has sponsored episodes of the “Slightly Offensive” podcast hosted by Elijah Schaffer, an employee of the right-wing media publication The Blaze.

BRCC came under fire from some members of the far-right following an episode of the podcast titled, “Kyle Rittenhouse: Homicidal Maniac or American Hero?”

Rittenhouse, a teenager who killed two protestors in Kenosha, Wisconsin, wore a Black Rifle Coffee Company T-shirt in a photo posted by “Slightly Offensive.” The show’s host also attached a discount code for BRCC merchandise to the photo of Rittenhouse.

Hafer said in a statement that BRCC does not sponsor or have a relationship with Rittenhouse, but the company believes “in the integrity of the legal justice system” and supports law enforcement officials. Supporters of Rittenhouse have since turned on the coffee company for its position on the teen.

What are Black Rifle Coffee Company’s ties to Donald Trump?

Hafer told The New York Times he voted for Donald Trump in the 2020 election, but a BRCC spokesperson said the company is not affiliated with any campaign or political party.

Donald Trump Jr. endorsed Black Rifle Coffee Company in 2017 and said he met with the company’s leaders.

“Great coffee, great guys and great Americans,” Donald Trump Jr. tweeted in November 2017. “I’ve had the chance to meet and hang out with them. Try it.”

Though Hafer told The Times he disagreed with the mob who stormed the White House over Trump’s baseless claims of election fraud, a photo circulated depicting an insurrectionist carrying zip tie handcuffs wearing a BRCC hat.

“How do you build a cool, kind of irreverent, pro-Second Amendment, pro-America brand in the MAGA era without doubling down on the MAGA movement and also not being called a [expletive] RINO by the MAGA guys?” Hafer told The Times.

(This story was updated to include additional details of the controversy surrounding Kyle Rittenhouse)

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Prosecutors seek new arrest warrant for Kyle Rittenhouse, whose whereabouts are unknown

kyle rittenhouse mark richards
Kyle Rittenhouse appears along with his attorney Mark Richards at an arraignment hearing carried on Zoom.

Prosecutors in Wisconsin are demanding that Kyle Rittenhouse, the teenage vigilante charged with murdering two people at a Black Lives Matter protest, be arrested for failing to inform authorities of his whereabouts, which are currently unknown.

Court records show that, on January 28, mail sent to Rittenhouse’s stated address in Antioch, Illinois, was returned to sender. In a motion filed Wednesday, the Kenosha County District Attorney’s office asks a judge to issue an arrest warrant for the defendant and increase his bail by $200,000 – bringing it to $2.2 million – for failing to provide his current address.

The request comes after prosecutors last month sought to modify Rittenhouse’s bail conditions after he was pictured at a bar flashing white-supremacist hand signals with members of the Proud Boys, a right-wing extremist group. His new bail conditions, approved weeks later, prohibit him from associating with known bigots.

According to TMJ4, an NBC affiliate in Milwaukee, police were dispatched after mail to Rittenhouse’s address in Illinois bounced back. They discovered a new tenant who said they had resided at the address since December 14.

In court filings on Wednesday, Rittenhouse’s attorney, Mark D. Richards, said his client was in a “safe house” and claimed that a “high-ranking member of the Kenosha Police Department” urged him not provide his address due to alleged death threats. Richards said he would only provide Rittenhouse’s current location if the court agreed to withhold it from the public.

Rittenhouse, charged with reckless homicide, intentional homicide, and attempted intentional homicide after shooting three people at a protest last summer in Kenosha, was bailed out in November after posting $2 million in crowd-funded bond.

His alleged victims, meanwhile, have sued local police and elected officials for $20 million, arguing that their negligence enabled the violence Kenosha saw in August 2020.

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Prosecutors are looking to modify Kyle Rittenhouse’s bail conditions after the Kenosha shooter flashed white power signs and was spotted out with Proud Boys

Kyle Rittenhouse sits while listening during an extradition hearing in Lake County court Friday, Oct. 30, 2020, in Waukegan, Ill. Rittenhouse is accused of killing two protesters days after Jacob Blake was shot by police in Kenosha, Wis.

  • Kenosha County prosecutors filed a motion Wednesday seeking to modify Kyle Rittenhouse’s bail conditions.
  • The move comes after Rittenhouse, 18, was spotted at a bar after posting $2 million bail in November.
  • According to prosecutors, Rittenhouse was fraternizing with members of the Proud Boys and flashed a white power hand sign.
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Kyle Rittenhouse may not have broken the conditions of his bail when he was spotted at a bar with his mother, but that’s just the problem, according to prosecutors who are seeking to modify the conditions of his release.

After posting $2 million bail in November, Rittenhouse, 18, was seen drinking at a bar in Wisconsin, where it is legal to drink in the company of one’s parents. That, police said, was not a crime.

But Kenosha County prosecutors on Wednesday said Rittenhouse – charged with killing two people at a Black Lives Matter protest in Kenosha last August – wasn’t just there with mom, but with members of the far-right Proud Boys, an extremist group that has engaged in street violence against anti-racist activists, Milwaukee television station TMJ4 reported.

Footage taken from security cameras at Pudgy’s Bar also appears to show Rittenhouse flashing the “okay” hand sign favored by white supremacists.

That, also, is not a violation of Rittenhouse’s bail conditions. But it should be, prosecutors argue.

In a motion obtained by TMJ4, the Kenosha County District Attorney’s Office asks that Rittenhouse be prohibited from drinking alcohol (they say he had three beers at Pudgy’s); prohibited from public displays of “white power” signs; and prohibited from having any contact with members of white supremacist organizations.

Rittenhouse is due to appear in court on March 10, with jury selection beginning March 29.

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Kyle Rittenhouse shooting victims seek $20 million in damages

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Men walk towards law enforcement with their hands up on August 24, 2020 in Kenosha, Wisconsin.

  • A man shot by Kyle Rittenhouse, and the parents of another man who was killed, say police and local officials were “negligent,” leading to the violence that erupted in Kenosha, Wisconsin.
  • The parties seek $20 million in compensation for pain and suffering.
  • Rittenhouse, who has been charged with two counts of intentional homicide and one count of attempted homicide, posted $2 million in bail in November.
  • Visit Business Insider’s homepage for more stories.

A man shot by Kyle Rittenhouse, and the parents of another person killed by the teenage vigilante, have filed a lawsuit against officials in Kenosha, Wisconsin, seeking millions of dollars in compensation for their pain and suffering.

As first reported by Milwaukee NBC affiliate WTMJ, Gaige Grosskreutz, who was shot in the arm by Rittenhouse after he killed another man, and the estate of Anthony Huber – one of two people shot dead – on Sunday notified Kenosha city and county officials, including police, of their intent to sue for a combined $20 million in damages.

Correspondence posted by WTMJ reporter Taylor Lumpkin shows that Grosskreutz seeks to hold officials responsible for “negligence” during protests against police violence on August 25, 2020, claiming it led to “significant permanent physical damage, pain, and suffering.”

Huber’s parents are making the same argument. Both parties seek $10 million.

Rittenhouse, a Trump supporter who crossed state lines with an illegal automatic weapon to patrol the streets of Kenosha, has been charged with two counts of first degree intentional homicide, two counts of first-degree reckless homicide, and attempted first-degree homicide.

In November, he posted $2 million in bail and is no longer in police custody. Rittenhouse, who claims he was in acting in self-defense, is represented by Lin Wood, a conspiracy theorist who has promoted QAnon and unfounded claims of election fraud.

Civil unrest erupted in Kenosha over the summer after police shot an unarmed Black man, Jacob Blake, multiple times in the back. He is now paralyzed.

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