Black Rifle Coffee is Woke

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Who are all these people these groups are railing against?
 
This article referencing the same interview goes a bit further into detail. The original article both stories referenced is behind the NYT paywall.

www.americanthinker.com

You may like Black Rifle Coffee but does it like you?

When Black Rifle Coffee (“BRC”) emerged on the scene, it targeted conservatives, positioning itself as a pro-American and, eventually, pro-Trump veteran-owned company. I don’t drink coffee so it didn’t matter to me. However, s...
www.americanthinker.com www.americanthinker.com
 
I'm kinda with them.

The only problem for the coffee guys is that, as the culture wars have divided America, they seem to have decided they don’t like many of the people on their side
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the right has just as many lunatic fringe types as the left. There more than few on this forum whose keyboard commando antics are just as damaging to our country as the whack-a-doodle progressives.
 
Yea, it seems someone has an agenda...

www.nytimes.com

Can the Black Rifle Coffee Company Become the Starbucks of the Right? (Published 2021)

The company doubled its sales last year by leaning into America’s culture war. It’s also trying to distance itself from some of its new customers.
www.nytimes.com www.nytimes.com

(If you hit the paywall, try the link at the American Thinker article)

Hafer and Best were talking in a glorified supply closet in the Salt Lake City offices, where potential designs for new coffee bags were hanging on the wall. One of them featured a Renaissance-style rendering of St. Michael the Archangel, a patron saint of military personnel, shooting a short-barreled rifle. In Afghanistan and Iraq, Hafer knew a number of squad mates who had a St. Michael tattoo; for a time, he wore into battle a St. Michael pendant that a Catholic friend gave him. But while the St. Michael design was being mocked up, Hafer said he learned from a friend at the Pentagon that an image of St. Michael trampling on Satan had been embraced by white supremacists because it was reminiscent of the murder of George Floyd. Now any plans for the coffee bag had been scrapped. “This won’t see the light of day,” Hafer said.

“You can’t let sections of your customers hijack your brand and say, ‘This is who you are,’” Best told me. “It’s like, no, no, we define that.” The Rittenhouse episode may have cost the company thousands of customers, but, Hafer believed, it also allowed Black Rifle to draw a line in the sand. “It’s such a repugnant group of people,” Hafer said. “It’s like the worst of American society, and I got to flush the toilet of some of those people that kind of hijacked portions of the brand.” Then again, what Hafer insisted was a “superclear delineation” was not too clear to everyone, as Munchel’s choice of headgear vividly demonstrated.

“The racism [expletive] really pisses me off,” Hafer said. “I hate racist, Proud Boy-ish people. Like, I’ll pay them to leave my customer base. I would gladly chop all of those people out of my [expletive] customer database and pay them to get the [expletive] out.”

If that was the case, I asked, had Black Rifle — which sells a Thin Blue Line coffee — considered changing the name of its Beyond Black coffee, a dark roast it has sold for years, to Beyond Black Lives Matter? Surely that would alienate the racists polluting its customer base.

Hafer began to laugh. “You wouldn’t do that,” I ventured.

“I would never do that,” Hafer replied. “We’re trying to be us.”
 
i will admit, their coffee is good.

but shortly after trying it i started roasting my own and never bought from them again.

walked through their store in Savannah, nothing stood out that i needed to buy nor was it……. impressive
 
Tim said:
I'm kinda with them.



the right has just as many lunatic fringe types as the left. There more than few on this forum whose keyboard commando antics are just as damaging to our country as the whack-a-doodle progressives.
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The problem is that the left is using that fringe to paint all Constitution loving people as fringe. They are trying to paint the American flag as racist. Because you condone their attempt to ingratiate themselves to a left leaning rag, you're playing into the divide tactic. Doesn't matter now that they might be talking about far right fringe, the left has hijacked the brand and killed it for those that respect America whether they are middle or middle right.
 
First of all, their coffee is fair, not bad, not great. If someone buys it for me I'll drink it, otherwise I'm not going to spend that much money for coffee.

Second, their backbone is turning to jelly. They're trying to have a foot in both worlds, and I'm not sure they're going to be successful doing that. Hafer talks about drawing a line in the sand, but that sand is shifting.
 
I'm casually reading this and it seems like a whole lotta' drama to me. There's some real, outwardly racist morons out there that attach themselves to a product - and that hurts the product. The Veterans that run the company don't want to be attached to morons. That's the way I'm seeing it, and the article seems to be less of a report and more of an opinionated slant, looking for more than there really is.
 
Goofyfoot2001 said:
The problem is that the left is using that fringe to paint all Constitution loving people as fringe. They are trying to paint the American flag as racist. Because you condone their attempt to ingratiate themselves to a left leaning rag, you're playing into the divide tactic. Doesn't matter now that they might be talking about far right fringe, the left has hijacked the brand and killed it for those that respect America whether they are middle or middle right.
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The problem is that the left right is using that fringe to paint all Constitution loving people Democrats as fringe. They are trying to paint the American flag as racist a symbol only of their brand of patriotism. Because you condone their attempt to ingratiate themselves to a left leaning rag some absolutely insane racists, you're playing into the divide tactic. Doesn't matter now that they might be talking about far right fringe, the left both have has hijacked the brand and killed it for those that respect America whether they are middle or middle right.
 
Listening to the Instagram video now but I can't afford their coffee anyway.
 
I do no coffee so I’m out of ‘blanks’ to give about this one. I wake up ready to go. By my calculations my morning water instead of coffee has afforded me at least a few extra guns over the course of my life. 😁

Now of I could just eliminate bourbon, popcorn and buying grills and smokers I could afford some serious artillery.
 
Racist buy things, nice people buy things, murderers buy things, preachers buy things, pedophiles buy things, politicians buy things,..... sooner or later you are going to sell to someone you despise. That is business. You should sell coffee and keep your opinions to yourself or go full in and make all your customers take a litmus test before selling them your coffee. I don't care what business you are in, just sell your product and shut up. If your product is all that and a bag of chips, it will sell itself. No need for all the lip service.
 
Tim said:
The problem is that the left right is using that fringe to paint all Constitution loving people Democrats as fringe. They are trying to paint the American flag as racist a symbol only of their brand of patriotism. Because you condone their attempt to ingratiate themselves to a left leaning rag some absolutely insane racists, you're playing into the divide tactic. Doesn't matter now that they might be talking about far right fringe, the left both have has hijacked the brand and killed it for those that respect America whether they are middle or middle right.
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There is a right and a wrong, the left is wrong 95% of the time. The far right racists are a very small portion of the population. The wrong left makes up fully 50 percent of country. There is no compromising on what is right. This is why we have the divide we do. Too many people want to compromise their beliefs and morals for likes.
 
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Tim said:
I'm kinda with them.

the right has just as many lunatic fringe types as the left. There more than few on this forum whose keyboard commando antics are just as damaging to our country as the whack-a-doodle progressives.
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oh, i figured that out when you smacked me in the junk over indelicately saying racial things about my family and myself! 😂
You see how i didn't get in trouble again this friday? I think I've grown

There's a big difference between making jokes about race, and making fun of a race. It's not even hard to tell the difference in the vast majority of the time.
 
Tim said:
I'm kinda with them.



the right has just as many lunatic fringe types as the left. There more than few on this forum whose keyboard commando antics are just as damaging to our country as the whack-a-doodle progressives.
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Hey! I resemble that remark!
 
hp468 said:
in other news, water is wet.

THEY are just the face of the company. The company is owned by a much larger marketing firm that tells them what to do/say.

Buy Black Powder Coffee out of Mooresville. Local and as far as I know still supportive of this site.
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What makes you think your statement is accurate?
 
DrScaryGuy said:
oh, i figured that out when you smacked me in the junk over indelicately saying racial things about my family and myself! 😂
You see how i didn't get in trouble again this friday? I think I've grown

There's a big difference between making jokes about race, and making fun of a race. It's not even hard to tell the difference in the vast majority of the time.
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Dude…for the 3rd (4th?) time your joke was fine. The comment about “Here’s one for the Coloreds” is what got you.
 
Elenaidan said:
I don't care what business you are in, just sell your product and shut up. If your product is all that and a bag of chips, it will sell itself. No need for all the lip service.
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Don't ever see PSA whining about punks who buy their stuff and then running to the NYT with 'I'm one of the good ones'.
All I ever hear from PSA is freedom.
And they actually sell stuff that can hurt, rather than a product that at most can taste bad.
You either got the stones for hard business or you don't. Ironic that the ones who chest-thump the loudest, appear to be only packing raisins.
 
Diablos said:
Didn't want to give the douche nozzles that much credit
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I would not call them that at all.

I think they are a successful business that's owned by two veterans. The new direction they are in is since Tom Davin came on board.

I think in alot of the postings I read here and other places veterans of my generation have alot of professional jealousy of other veterans. They do not want to see any veteran do better then a 50% disability rating in life.

I wish them the best, I am glad to see the American Dream work for people who have an idea worth a crap.
 
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JBoyette said:
I would not call them that at all.

I think they are a successful business that's owned by two veterans. The new direction they are in is since Tom Davin came on board.

I think in alot of the postings I read here and other places veterans of my generation have alot of professional jealousy of other veterans. They do not want to see any veteran do better then a 50% disability rating in life.

I wish them the best, I am glad to see the American Dream work for people who have an idea worth a crap.
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any company (even veteran owned), that buys into this woke bs can get bent.
 
Tim said:
Dude…for the 3rd (4th?) time your joke was fine. The comment about “Here’s one for the Coloreds” is what got you.
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i didn't argue! i said i was indelicately saying things. not i was saying indelicate things.
sheeeeesh
either way, i didn't do it again.
 
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