- The Black Rifle Coffee Company says sales of its Weapons-Themed Coffee almost doubled in 2020
- Great Mericans can love BOTH their Right to Bear Arms AND a Great Cup of Coffee
Black Rifle Coffee Co. says its AK-47 Espresso Blend “is here to conquer your taste buds.” Its extra-dark Murdered Out roast “will fuel your midnight ops or your morning commute.” Another of the six-year-old company’s blends, Coffee or Die roast, promises to “keep your freedom engine running.” Black Rifle’s Silencer Smooth blend is for Great Mericans who prefer a light roast. Now that’s an effective Marketing strategy for Great 2nd Amendment, Heat Packing “Mericans”.
With firearms-themed branding, unabashed support for police and the military, and a founder who hasn’t shied away from political debate, Black Rifle Coffee Company is a prime example of the way some businesses are capitalizing on politically engaged consumers’ hyper-partisan shopping habits.
“I know who my customer is. I know who I’m trying to serve coffee to. I know who my customer isn’t,” said Evan Hafer, the company’s 44-year-old founder and chief executive. “I don’t need to be everything to all people.” Salt Lake City-based Black Rifle Coffee said its revenue nearly doubled in 2020 to $163 million.
American firms historically sought to stay above the partisan fray, an approach summarized by basketball legend Michael Jordan, who famously proclaimed: “Republicans buy sneakers too.” Now more consumers want CEOs to take a stand. In 2020, 60% of American consumers would make a decision about whether to buy or boycott a company’s product based on its stand on societal issues, up from 47% in 2017.
Black Rifle Coffee Company gets FREE advertising where they least expected. Kyle Rittenhouse, charged when he was 17 years old with killing two people at a Black Lives Matter protest in Kenosha, Wis., was photographed wearing a Black Rifle Coffee T-Shirt when he was released on bond in November.
One of the best-known photos from the Jan. 6 Capitol Insurrection showed Eric Munchel, in tactical gear and a Black Rifle Coffee Hat, leaping over a railing with a handful of plastic handcuffs.
But more recently, Owner Hafer has sought to distance Black Rifle Coffee Company from such incidents, angering some fans in the process. After he said in a video that the company had no ties to Mr. Rittenhouse, a small Coffee Company that also targets Right-Wing coffee buyers, Stocking Mill Coffee, praised accused killer Rittenhouse on Twitter and offered him one of its own T-shirts. Stocking Mill Coffee wants to be the coffee of choice for White Suprematists.
Mr. Hafer said in an interview that as he has increasingly focused on military veterans’ issues, he has been trying to move Black Rifle Company Company beyond being affiliated with a particular political party. “I’ve got an incredible opportunity to affect veterans’ lives for the better, and I’m not going to squander it in the gutter of partisan politics,” said the former Green Beret. “I was carrying a rifle five years ago, I’m not a sophisticated businessman.”
Owner Hafer said he began roasting coffee on a tour of duty in Iraq in 2006. He named the company after his service rifle, which was usually by his side while roasting coffee. “Black Rifle” is a phrase used to describe military weapons like M16s and their civilian counterparts, AR-15 style rifles, which have become a potent symbol in the gun-rights fight in America. Owner Hafer said: “It dawned on me later, that Oh, this is going to piss people off, and I just kind of embraced it.”
When Starbucks Corporation promised to hire 10,000 Refugees in response to “The Former Guy’s” executive order barring more of them from entering the country, Owner Hafer grabbed headlines by vowing to hire 10,000 Veterans.
After Keurig dropped its sponsorship of Sean O’Hannity’s show over comments the Fox News commentator made about sexual abuse allegations against then-Alabama Sen. Roy Moore, Sean O’Hannity and Donald Trump Jr. promoted Black Rifle Coffee on Twitter.
Black Rifle Coffee Company Coffee and Merchandise make great Birthday, Christmas, or MAGA Rally Gifts for White Mericans. Black Rifle Coffee Company merchandise are the gifts that keep on giving.
EDITORIAL NOTE: Sarkes was so motivated by this Sarkes Corner that he will now be buying an AR-15 Assault Weapon before the Demon Dems confiscate all of our Semi-Automatic Assault Weapons AND, Sarkes will be placing an order for Great Black Rifle Coffee and Fashionable Merchandise.