Black Rifle Coffee
Veteran-founded coffee brand known for supporting military and law enforcement.
Last updated November 4, 2026
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Overview
Black Rifle Coffee Company was founded in 2014 by former Green Beret Evan Hafer, headquartered in Salt Lake City, Utah. The brand is dedicated to serving coffee to military, law enforcement, and patriots, offering a variety of roasts and cold brew. The company emphasizes quality and social responsibility, donating a portion of profits to veteran organizations.
History
Black Rifle Coffee Company was founded in December 2014 by Evan Hafer, a former U.S. Army Green Beret with experience in coffee roasting. Hafer first sold a limited quantity of Freedom Roast coffee through an acquaintance’s apparel website. The product attracted enough interest for him to create an independent coffee brand and e-commerce site. From the beginning, BRCC paired coffee sales with military-oriented names, imagery, merchandise, and messaging. The company’s early growth relied heavily on direct-to-consumer online commerce and subscription purchases. Its subscription program became a central part of the business, exceeding 100,000 subscribers by 2020. BRCC also developed wholesale distribution through tactical retailers, sporting and outdoor stores, firing ranges, and other channels. Its physical retail strategy included coffee shops and licensed locations. The first stand-alone licensed location opened in Boerne, Texas, in September 2019, and later locations were reported in multiple states. BRCC expanded beyond its original online model during the late 2010s. In 2017 it created a Canadian division based in Alberta. In 2018 it opened a roasting facility in Manchester, Tennessee, in connection with a reported $6 million investment, and launched Coffee or Die Magazine, a digital publication focused on military, veteran, law-enforcement, and coffee subjects. The company reported gross revenue of $30 million in 2018. By 2019, it employed more than 200 people, with veterans representing a substantial share of the workforce, and its products were available at approximately 1,700 retail locations according to contemporary reporting. The company’s most visible early marketing moment came in 2017, when it announced a goal of hiring 10,000 veterans in response to Starbucks’s announcement that it planned to hire 10,000 refugees. BRCC’s social-media campaign used provocative political imagery and contrasted Starbucks with its own veteran-focused identity. The campaign made BRCC nationally recognizable, but critics argued that it implied Starbucks did not employ veterans and that the pledge was disproportionate to BRCC’s small workforce at the time. Hafer later expressed support for veteran hiring by companies generally and acknowledged the differences in scale between the two businesses. BRCC continued to use cause marketing to reinforce its community identity. In 2019 it promoted a police-support donation campaign, and in March 2020 it announced coffee donations for medical and emergency workers, quarantined military personnel and their families, and others involved in responding to the COVID-19 pandemic. In 2020 the company also launched canned ready-to-drink iced coffee, adding a convenience-oriented product category to its packaged coffee business. The brand’s conservative, pro-military, pro-gun, and pro-law-enforcement image has been commercially useful but politically divisive. The company drew attention for past political messaging, including a deleted post supporting a proposed immigration ban affecting several Muslim-majority countries. Its imagery and apparel were later associated with Kyle Rittenhouse and with individuals who participated in the January 6, 2021 attack on the U.S. Capitol. In response to criticism that it was connected to the far right, BRCC sought to distinguish its veteran and first-responder identity from extremist politics. The company also rejected a proposed Saint Michael design after concerns were raised about its resemblance to imagery adopted by white supremacists and its association with the killing of George Floyd. The company pursued public-market financing as it expanded. In November 2021 it announced a merger with SilverBox Engaged Merger Corporation, a special-purpose acquisition company. The combination closed in February 2022 and valued BRCC at approximately $1.7 billion. BRCC has also invested in brand visibility through motorsports sponsorships, including NASCAR and rally drivers, and through partnerships with major retail and sports organizations. Its current business combines packaged coffee, subscriptions, ready-to-drink beverages, retail distribution, physical shops, media, and branded merchandise, while its veteran-centered identity remains central to its marketing.
- 2022
SPAC merger completed
[1]The business combination with SilverBox Engaged Merger Corporation was completed in February, taking BRCC public.
- 2021
SPAC transaction announced
[1]BRCC announced a proposed combination with SilverBox Engaged Merger Corporation to raise capital and pursue a public listing.
- 2020
Ready-to-drink coffee launch and pandemic donations
[1]BRCC introduced canned ready-to-drink iced coffee and launched a coffee-donation effort supporting medical, emergency, military, and pandemic-response communities.
- 2019
First stand-alone licensed coffee shop
[1]BRCC opened its first stand-alone licensed coffee shop in Boerne, Texas, on September 29.
- 2018
Tennessee roasting facility and Coffee or Die Magazine
[1]The company opened a roasting facility in Manchester, Tennessee, and launched Coffee or Die Magazine.
- 2017
Canadian expansion and veteran-hiring campaign
[1]BRCC established a Canadian division and publicized a pledge to hire 10,000 veterans, a campaign that brought national attention through its contrast with Starbucks’s refugee-hiring initiative.
- 2014
Company founded
[1]Former U.S. Army Green Beret Evan Hafer founded Black Rifle Coffee Company in December and began developing a dedicated coffee brand and online sales operation.
Products and positioning
Premium coffee brand with a patriotic and veteran-supporting identity.
Coffee · 2014
Freedom Roast
Freedom Roast was among the company’s earliest named coffees and was initially sold in small quantities before BRCC developed its independent brand and website. It represents the company’s original combination of packaged coffee, patriotic naming, and veteran-founded storytelling.
Espresso coffee
AK-47 Espresso Blend
AK-47 Espresso Blend is a signature espresso-oriented coffee whose firearms-themed name reflects BRCC’s distinctive military and pro-gun brand language. It is marketed as a strong, versatile coffee suitable for espresso preparation and other brewing methods.
Cold brew coffee
Silencer Smooth Cold Brew
Silencer Smooth Cold Brew is a cold-brew offering named in keeping with the company’s tactical vocabulary. It represents BRCC’s expansion from traditional beans and grounds into chilled and convenience-focused coffee formats.
Ready-to-drink beverage · 2020
Ready-to-drink canned iced coffee
BRCC entered the ready-to-drink category in 2020 with canned iced coffee. The format broadened the brand beyond home brewing and subscriptions into portable, packaged consumption occasions.
Direct-to-consumer service
Coffee subscriptions
Subscription purchasing has been a central part of BRCC’s direct-to-consumer model. Customers can receive recurring shipments of the company’s coffee products, creating a repeat-purchase relationship alongside retail and coffee-shop sales.
Controversies
2022
Dallas Cowboys partnership timing controversy
The Dallas Cowboys’ announcement of a BRCC partnership one day after the Highland Park parade shooting drew criticism because of the timing. BRCC said the announcement had been planned for the Independence Day holiday and that the partnership discussions predated the shooting.
2021
Association with far-right political imagery
BRCC logos and merchandise appeared in connection with Kyle Rittenhouse and among some participants in the January 6 attack on the U.S. Capitol. The company faced criticism and sought to distance its brand from far-right politics and extremist associations.
2020
Black Rifle Coffee Company denies sponsoring or having a relationship with Kyle Rittenhouse
After a social media photo showed Kyle Rittenhouse wearing a shirt bearing the company logo, Black Rifle Coffee Company stated that it did not sponsor him and had no relationship with him. The company also clarified that its sponsorship of Blaze Media was continuing. The statement addressed the public association created by the image and distinguished it from any sponsorship or other relationship with Rittenhouse.
2018
Deleted immigration-ban endorsement
The company attracted criticism for a since-deleted blog post supporting then-President Donald Trump’s proposed immigration restrictions affecting several Muslim-majority countries.
2017
Political Starbucks comparison campaign
BRCC’s veteran-hiring campaign used imagery and language contrasting the company with Starbucks and was criticized as politically provocative and misleading about Starbucks’s employment of veterans.
Marketing campaigns
- 2020Pandemic Coffee Donation Campaign
United States
BRCC launched a donation initiative for medical and emergency workers, quarantined military personnel and their families, and others working to limit the effects of the COVID-19 pandemic.
Outcome. The campaign linked the brand’s veteran and first-responder identity to pandemic relief and community support.
- 2019Coffee for Cops
United States
In response to a report that six Tempe, Arizona police officers had been asked to leave a Starbucks location, BRCC promoted a program donating a bag of coffee to a police officer for every bag purchased.
Outcome. The promotion reinforced BRCC’s pro-law-enforcement positioning and connected product sales with support for police officers.
- 201710,000 Veterans Hiring Campaign
United States
BRCC announced a plan to hire 10,000 veterans after Starbucks publicized a plan to hire 10,000 refugees. The campaign used provocative social-media comparisons and positioned BRCC as a veteran-first alternative within the coffee industry.
Outcome. The campaign generated national visibility and criticism. Contemporary reporting noted that BRCC’s workforce was much smaller than Starbucks’s and that Starbucks already had its own veteran-hiring program.
Brand decisions
2022
Distance from extremist political associationsStrategyBackground
Company symbols and apparel appeared in connection with politically controversial individuals and events, creating reputational pressure around BRCC’s conservative and pro-gun image.
Action taken
BRCC publicly sought to distinguish its veteran, military, and first-responder identity from far-right and extremist politics.
Aftermath
The controversy highlighted the reputational tension between the brand’s deliberately provocative cultural positioning and its effort to operate as a broader consumer company.
2021
Agreement to merge with SilverBox Engaged Merger CorporationM&ABackground
BRCC sought additional capital to support expansion and a path to public-market access.
Action taken
The company agreed to combine with SilverBox Engaged Merger Corporation through a special-purpose acquisition company transaction.
Aftermath
The transaction closed in February 2022, with an announced valuation of approximately $1.7 billion and BRCC becoming publicly traded.
Announced transaction valuation. $1.7 billion approximate valuation (2021 announcement; transaction completed February 2022)
2020
Entry into ready-to-drink coffeeProduct launchBackground
BRCC had built its business around packaged coffee, subscriptions, online sales, and retail distribution, but the ready-to-drink category offered a more portable consumption format.
Action taken
The company launched canned iced coffee products.
Aftermath
The launch expanded BRCC’s product portfolio beyond beans, grounds, and home-brewing products.
Recent events
Reported
Wise Food Storage Veterans Day giveaway[4]
Wise Food Storage ran a Veterans Day giveaway from November 11 to November 18 featuring products from Boot Campaign partners to raise awareness for the Boot Campaign.
Reported
Black Rifle Coffee Company partners with USA Archery[5]
Black Rifle Coffee Company announced that it joined USA Archery as a partner during the 2020 Tokyo Olympic and Paralympic Games, and said it would support local Olympic coverage with a series of ads.
Reported
Black Rifle Coffee Company denies sponsoring or having a relationship with Kyle Rittenhouse[3]
After a company-logo shirt worn by Kyle Rittenhouse appeared in a social media photo, Black Rifle Coffee Company stated that it did not sponsor him and had no relationship with him. The company also clarified that its sponsorship of Blaze Media was continuing.
Reported
Black Rifle Coffee Company launches firefighter coffee-donation campaign[6]
Black Rifle Coffee Company launched its “Buy A Bag, Give A Bag” campaign, pledging to donate a bag of coffee or a can of its ready-to-drink coffee for every coffee purchased on its website during September. Donations were intended for firefighters battling West Coast wildfires.
Black Rifle Coffee launched Buy a Bag, Give a Bag[7]
Black Rifle Coffee announced the launch of its Buy a Bag, Give a Bag initiative. From March 24 to April 3, 2020, the company said it would donate a bag of coffee or other coffee products for every coffee product purchased on its website, supporting medical personnel, first responders and service members responding to COVID-19.
Black Rifle Coffee announced planned coffee deliveries with the USO[7]
Black Rifle Coffee said it would partner with the USO to deliver coffee in care packages for military medical workers overseas.
Sources7 sources
- 1Black Rifle Coffee Companyen.wikipedia.org
- 2Black Rifle Coffee Company official websiteblackriflecoffee.com
- 3Black Rifle Coffee Company denies sponsoring or having a relationship with Kyle Rittenhousefox13now.com
- 4Wise Food Storage 退伍军人节赠品活动prnewswire.com
- 5Black Rifle Coffee Company 与 USA Archery 合作prnewswire.com
- 6Black Rifle Coffee Company推出消防员咖啡捐赠活动prnewswire.com
- 7Black Rifle Coffee推出“买一袋，送一袋”活动freerepublic.com
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