{{Short description|U.S. coffee company (founded 2014)}} {{use mdy dates|date=April 2026}} {{Use American English|date=September 2022}} {{Infobox company | name = Black Rifle Coffee Company | logo = Black Rifle Coffee Company logo.png | logo_size = 255px | type = Public | traded_as = {{NYSE|BRCC}} | founded = {{Start date and age|2014}} | key_people = Evan Hafer, Mat Best, Tom Davin, Richard Ryan, Jarred Taylor, Andy Stumpf, Dennis Adams, Chris Mondzelewski | location = West Valley City, Utah, United States | industry = Retail | products = Coffee, clothing, mugs | assets = | website = {{URL|https://www.blackriflecoffee.com}} }}
'''Black Rifle Coffee Company''' ('''BRCC''') is a coffee company based in West Valley City, Utah, United States.<ref>{{cite web|url=https://ir.blackriflecoffee.com/company-information/faq|title=FAQ|publisher=Black Rifle Coffee Company|access-date=2026-04-17|quote=3131 W. 2210 S., Suite C West Valley City, UT 84119}}</ref> Founded in 2014 by former U.S. Army Green Beret Evan Hafer, it gained national attention in 2017 after pledging to hire 10,000 veterans in response to Starbucks's pledge to hire 10,000 refugees. Their most recent SEC filings at the end of 2025 show they have just under 500 total employees with only about 150 being veterans or military spouses.<ref>{{Cite web |title=brcc-20251231 |url=https://www.sec.gov/Archives/edgar/data/1891101/000189110126000022/brcc-20251231.htm |access-date=2026-05-23 |website=www.sec.gov}}</ref><ref>{{Cite web |last1= Limitone |first1= Julia |date= 2017-02-06 |title= Black Rifle Coffee Company Vows to Hire Vets After Starbucks Refugee Pledge |url= https://www.foxbusiness.com/features/black-rifle-coffee-company-vows-to-hire-vets-after-starbucks-refugee-pledge |access-date= 2020-08-31 |website= Fox Business |language= en-US}}</ref><ref>{{Cite news|last=Zengerle|first=Jason|author1-link=Jason Zengerle|date=2021-07-14|title=Can the Black Rifle Coffee Company Become the Starbucks of the Right?|language=en-US|work=The New York Times|url=https://www.nytimes.com/2021/07/14/magazine/black-rifle-coffee-company.html|access-date=2021-09-07|issn=0362-4331}}</ref><ref name="BizInsider">{{Cite web |last1= Taylor |first1= Kate |title= Donald Trump Jr. slams Keurig and endorses a pro-Trump, pro-guns, and pro-military coffee company |url= https://www.businessinsider.com/donald-trump-jr-plugs-pro-trump-black-rifle-coffee-company-2017-11 |access-date= 23 May 2019 |website= Business Insider |date= 13 November 2017}}</ref>
== History == The company was founded in December 2014 by former Green Beret Evan Hafer.<ref name="Vice">{{Cite news |last1=Castrodale |first1=Jelisa |title=We Spoke to the Black Rifle Coffee Owner About Guns, Hipsters, and Hiring Veterans |url=https://www.vice.com/en/article/we-spoke-to-the-black-rifle-coffee-owner-about-guns-hipsters-and-hiring-veterans/ |access-date=23 May 2019 |work=Vice |date=1 August 2017}}</ref> He began by selling a small volume of his "Freedom Roast" coffee through a friend's apparel website. The coffee sold well, so Hafer launched his own brand and website through which to sell his coffee and branded accessories. The company specializes in its online, direct-to-consumer coffee subscription service, which had over 100,000 subscribers as of 2020.<ref>{{Cite web |last1=Berthene |first1=April |date=2020-04-09 |title=Online sales surge at Black Rifle Coffee |url=https://www.digitalcommerce360.com/2020/04/09/online-sales-surge-at-black-rifle-coffee/ |access-date=2020-08-31 |website=Digital Commerce 360 |language=en-US}}</ref> In addition to online sales, Black Rifle Coffee Company has physical coffee shops in Utah, Texas, Florida, Oklahoma, Georgia, Montana, Virginia, and Tennessee.<ref>{{Cite news |last1=Blount |first1=Chuck |date=2020-08-04 |title=Black Rifle Coffee opening first S.A. location soon |url=https://www.mysanantonio.com/food/restaurants/article/Black-Rifle-Coffee-Co-opening-first-San-Antonio-15458007.php |access-date=2020-08-31 |newspaper=Mysa}}</ref> The coffee is also distributed at some firing ranges,<ref>{{Cite web |title=Store Locator |url=https://www.blackriflecoffee.com/pages/store-locator |access-date=2020-08-31 |website=Black Rifle Coffee Company |language=en}}</ref> 5.11 Tactical stores,<ref name="Vice" /> and Bass Pro Shops.<ref name="finance.yahoo.com">{{Cite web |title=Grounded in Data: Hyper-Growth DTC Subscription Coffee Brand Black Rifle Coffee Company Adopts SoundCommerce for Insights and Decisioning |url=https://finance.yahoo.com/news/grounded-data-hyper-growth-dtc-152700539.html |access-date=2020-08-31 |publisher=Yahoo! Finance |language=en-US}}</ref>
In 2017, BRCC expanded into Canada with a division based in Alberta and led by CEO Darren Weeks.<ref>{{Cite news |title=Controversial 'conservative-minded' coffee company sets up shop in St. Albert |url=https://www.cbc.ca/news/canada/edmonton/conservative-minded-coffee-company-st-albert-1.4645416 |access-date=23 May 2019 |work=CBC News |date=2 May 2018}}</ref>
In 2018, BRCC opened a new coffee roasting facility in Manchester, Tennessee, as part of a $6 million investment in the state.<ref name="AreaDev">{{Cite news |title=Black Rifle Coffee Company Opens Manchester, Tennessee, Roasting Facility |url=https://www.areadevelopment.com/newsItems/8-16-2018/black-rifle-coffee-company-manchester-tennessee.shtml |access-date=23 May 2019 |work=Area Development |date=16 August 2018}}</ref> It also launched Coffee or Die Magazine,<ref>{{Cite web |date=2018-06-29 |title=Letter From the Editor: The Launch of Coffee or Die Magazine |url=https://coffeeordie.com/letter-from-the-editor-the-launch-of-coffee-or-die-magazine/ |access-date=2020-08-31 |website=Coffee or Die Magazine |language=en-US}}</ref> an online news and lifestyle publication that reports on military, veteran, law enforcement, and coffee topics.<ref>{{Cite web |title=About Coffee or Die |url=https://coffeeordie.com/about/ |access-date=2020-08-31 |website=Coffee or Die Magazine |language=en-US}}</ref> In 2018, the company's gross revenue totaled $30 million.<ref name="Forbes">{{Cite news |last1=Rockefeller |first1=Mark |date=5 April 2018 |title=How This Veteran Entrepreneur Brewed $30 Million From Coffee And Passion |work=Forbes |url=https://www.forbes.com/sites/marklrockefeller/2018/04/05/making-30-million-on-coffee-and-passion/ |access-date=23 May 2019}}</ref> In 2019, BRCC employed more than 200 people—40 percent of them veterans of the U.S. military. At the time of reporting, their products were available at 1,700 retail locations across the country. On September 29, 2019, BRCC opened its first stand-alone licensed coffee shop in Boerne, Texas.<ref>{{Cite news |title=The Untold True Story Of How Black Rifle Coffee Got Its Start |url=https://coffeeordie.com/black-rifle-coffee-true-story/ |access-date=8 September 2020 |work=Coffee, or Die |date=22 November 2019}}</ref> According to the ''Washington Examiner'', circa 2021 they employed approximately 550 people, half of whom were veterans, military spouses or reservists.<ref name="nichole">''A new Battlefield to Conquer'', ''America's war veterans face down corporate behemoths as small-business owners'' By Nicole Russell, Washington Examiner, November 9, 2021, pages 12-13</ref>
The company expanded in 2020 with the release of ready-to-drink canned iced coffee.<ref>{{Cite web |last1=Barber |first1=James |date=2020-06-16 |title=Black Rifle Coffee Launches Tactical Caffeine Delivery System |url=https://www.military.com/off-duty/2020/06/15/black-rifle-coffee-launches-tactical-caffeine-delivery-system.html |access-date=2020-08-31 |website=Military.com |language=en}}</ref> In March 2020, BRCC launched a coffee-donation campaign to support medical and emergency workers, quarantined military personnel and their families, and others working to mitigate the national and global impact of the COVID-19 pandemic.<ref>{{Cite web |title=Black Rifle Coffee Co. Launches Coffee-Donation Campaign to Support Medical Workers & Military Personnel Battling COVID-19 Outbreak |url=https://www.ktvn.com/story/41952961/black-rifle-coffee-co-launches-coffee-donation-campaign-to-support-medical-workers-military-personnel-battling-covid-19-outbreak |access-date=2020-08-31 |publisher=KTVN |language=en-US}}</ref> In May, a Canadian gun ban enacted following the 2020 Nova Scotia attacks was mistakenly thought to include a ban on the coffee company, but further inspection revealed that the ban was actually applied to a similarly named Arizona-based "BlackRifle Company".<ref>{{cite news |url=https://nationalpost.com/news/trudeaus-gun-ban-appeared-to-ban-some-coffee-a-website-and-a-toy-heres-why |title=Trudeau's gun ban appeared to prohibit some coffee, a website and a toy. Here's why |first1=Jesse |last1=Snyder |newspaper=National Post |date=May 12, 2020}}</ref>
A July 2021 article in ''The New York Times'', Hafer describes his vision for growth of the physical franchised stores using retired military non-commissioned officers (NCOs). He sees Navy petty officers and Army staff sergeants joining the company and running a franchise of their own rather than joining the local police force in their hometowns.<ref name="Zengerle">{{cite news |last=Zengerle |first=Jason |url=https://www.nytimes.com/2021/07/14/magazine/black-rifle-coffee-company.html |title=Can the Black Rifle Coffee Company Become the Starbucks of the Right? |work=The New York Times |date=2021-07-15 |archiveurl=https://archive.today/20210717151938/https://www.nytimes.com/2021/07/14/magazine/black-rifle-coffee-company.html#selection-403.6-403.14 |archivedate=2021-07-17 |accessdate=2021-07-20}}</ref>
=== SPAC === In November 2021, Black Rifle Coffee Company merged with SilverBox Engaged Merger Corporation via a special-purpose acquisition company in an effort to raise funds for expansion and to go public. The company has a valuation of approximately $1.7 billion.<ref>{{cite news |last=Bezek |first=Ian |url=https://investorplace.com/2021/11/sbea-stock-black-rifle-coffee-aims-to-be-the-next-big-controversial-spac/ |title=Black Rifle Coffee Aims to be the Next Big Controversial SPAC |work=InvestorPlace |date=2021-11-29 |accessdate=2021-12-07}}</ref> The merger completed in February 2022.<ref>{{cite web |url=https://dailycoffeenews.com/2022/02/10/black-rifle-coffee-company-joins-the-new-york-stock-exchange/ |title=Black Rifle Coffee Company Joins the New York Stock Exchange |date=February 10, 2022 |last=Brown |first=Nick |website=Daily Coffee News}}</ref>
== Politics == Black Rifle Coffee Company's corporate image is built on its conservative politics and support for veterans. In 2018, over half of its staff were former military.<ref name="Forbes" />
The company maintains a pro-military, pro-gun, pro-police image<ref name="WaPo">{{Cite news |last1= van Zuylen-Wood |first1= Simon |title= The Heavily Armed Millennials of Instagram |url= https://www.washingtonpost.com/news/magazine/wp/2019/03/04/feature/the-heavily-armed-millennials-of-instagram/?noredirect=on |access-date= 23 May 2019 |newspaper= The Washington Post |date= 4 March 2019}}</ref><ref>{{Cite web |last1= Breland |first1= Ali|last2=Helenowski|first2=Mark |title= How Black Rifle Coffee Company made itself one of the right's biggest brands |url= https://www.motherjones.com/politics/2021/02/black-rifle-coffee-company/ |access-date= 2021-02-27 |website= Mother Jones |language= en-US}}</ref> and has publicly supported the politics of US President Donald Trump through actions such as publishing a since-deleted blog post that supported Trump's then-current proposal of an immigration ban from Muslim-majority countries.<ref>{{Cite web |date=2017-01-31 |title=Political Temper Tantrums, Shitty Coffee and Jackassery in America |url=http://blog.blackriflecoffee.com/political-temper-tantrums/ |access-date=2022-03-17 |website=Blog {{!}} Black Rifle Coffee Company |language=en-US |archive-date=2017-02-07 |archive-url=http://webarchive.loc.gov/all/20170207230243/http://blog.blackriflecoffee.com/political-temper-tantrums/ |url-status=bot: unknown }}</ref><ref name="bi">{{Cite news |last1= Taylor |first1= Kate |title= This veteran-run coffee company wants to take on 'anti-American' Starbucks to 'make coffee great again' |url= https://www.businessinsider.com/black-rifle-coffee-gains-fans-by-backing-trump-2017-2 |access-date= 11 January 2021 |work= Business Insider |date= 7 February 2017}}</ref> Its political stance has attracted attention from Fox News,<ref name="Fox2">{{Cite news |last1= Limitone |first1= Julia |title= 'Pro-America' Black Rifle Coffee becoming popular among conservatives, founder says |url= https://www.foxbusiness.com/features/pro-america-black-rifle-coffee-becoming-popular-among-conservatives-founder-says |access-date= 23 May 2019 |work= Fox News |date= 5 December 2017}}</ref> and the company has been endorsed by conservative broadcast personality Sean Hannity<ref name="Outline">{{Cite web |last1= Millard |first1= Drew |title= The world's only pro-gun coffee tastes like burnt dirt |url= https://theoutline.com/post/4709/black-rifle-the-worlds-only-pro-gun-coffee-company-is-endorsed-by-sean-hannity-but-should-be-consumed-by-no-one?zd=1&zi=bhkkpnjh |access-date= 23 May 2019 |date= 26 May 2018}}</ref> and Donald Trump Jr.<ref name="BizInsider"/>
A 2021 ''Salon.com'' article reported that BRCC is trying to draw a line and distance itself from "the far-right" after BRCC logos and gear appeared on Kyle Rittenhouse, a teen who was acquitted due to a finding of self defense after killing two people and injuring another during a Black Lives Matter protest in Kenosha, Wisconsin.<ref>{{Cite news |last1=Vogt |first1=Adrienne |last2=Sangal |first2=Aditi |last3=Wagner |first3=Meg |last4=Macaya |first4=Melissa |last5=Mahtani |first5=Melissa |date=November 19, 2021 |title=Rittenhouse jury reaches verdict |work=CNN |url=https://edition.cnn.com/us/live-news/kyle-rittenhouse-trial-verdict-watch-11-19-21/index.html |url-status=live |access-date=November 19, 2021 |archive-url=https://web.archive.org/web/20211119184114/https://edition.cnn.com/us/live-news/kyle-rittenhouse-trial-verdict-watch-11-19-21/index.html |archive-date=November 19, 2021}}</ref> Black Rifle Coffee's symbols were also present on people who attended the United States Capitol on January 6, 2021.<ref>{{cite web | last=Bachman | first=Brett | title=Inside the right-wing civil war brewing after Black Rifle Coffee denounces extremists | website=Salon | date=July 17, 2021 | url=https://www.salon.com/2021/07/17/far-right-rushes-to-find-new-cup-of-joe-after-maga-friendly-black-rifle-coffee-denounces-extremists/ | access-date=July 18, 2021}}</ref>
== Marketing == [[File:Noag gragson burnout (52240839707).jpg|thumb|Noah Gragson's NASCAR Xfinity Series car with Black Rifle sponsorship in 2022]] The company's brand is tied closely to its pro-gun and socially conservative image as well as close links with American military and law enforcement.
In 2017, BRCC launched an advertising campaign based on their plan to hire 10,000 veterans. While it was conceived previously,<ref name="Task and Purpose 2017" /> BRCC launched the campaign after coffee retailer Starbucks Corporation launched an advertising campaign centered around their plan to hire 10,000 refugees.<ref name="CBS2">{{Cite news |last1=Miller |first1=Michelle |title=Black Rifle Coffee: Behind the company selling beans with a message |url=https://www.cbsnews.com/news/black-rifle-coffee-company-veterans-culture-conservative-approach/ |access-date=23 May 2019 |publisher=CBS News |date=3 February 2018}}</ref> BRCC released a meme on social media that juxtaposed an image of ISIS fighters photoshopped with Starbucks cups next to an image of American soldiers in combat, which read: "Starbucks vows to hire 10,000 refugees," and "Black Rifle Coffee Company vows to hire 10,000 veterans."<ref name="Task and Purpose 2017">{{cite web |last1=Linehan |first1=Adam |title=After Viral Meme, Can Black Rifle Coffee Company Really Hire 10,000 Veterans? |url=https://taskandpurpose.com/military-life/viral-meme-can-black-rifle-coffee-company-really-hire-10000-veterans/ |website=taskandpurpose.com |date=6 February 2017 |publisher=Task and Purpose |accessdate=15 August 2019}}</ref> Company posts associated with the ad campaign labelled Starbucks "Hipsterbucks."<ref name="Vice" /> While Hafer criticized what he saw as a publicity stunt by Starbucks, BRCC also received similar criticism around their ad campaign, especially because of the size disparity between BRCC and Starbucks as well as the suggestion in BRCC's ad campaign that Starbucks doesn't hire veterans. In 2013, Starbucks CEO Howard Schultz and former Secretary of Defense Robert Gates had launched a similar program to hire 10,000 veterans in the next five years and by 2017 had hired 8,000 of them. As of February 2017, BRCC employed 52 people in total, 75% of whom are veterans. Hafer responded that BRCC and Starbucks are very different companies, and that their size disparity meant that BRCC's proposal was a much more ambitious plan.<ref name="Task and Purpose 2017" /> In a 2017 interview with Vice News, founder Hafer commended Starbucks' veteran hiring program and clarified that he supports all hiring pushes as long as the message is a positive one.<ref name="Vice" />
For a campaign in July 2019, BRCC donated a bag of coffee to a police officer for every bag purchased, in response to a story that six Tempe, Arizona police officers had been asked to leave a branch of Starbucks.<ref name="AMN">{{cite news |last1=Widener |first1=Laura |title=Vet-owned Black Rifle Coffee to donate coffee to cops after Starbucks kicks out 6 officers |url=https://americanmilitarynews.com/2019/07/vet-owned-black-rifle-coffee-to-donate-coffee-to-cops-after-starbucks-kicks-out-6-officers/ |accessdate=5 August 2019 |work=American Military News |date=8 July 2019}}</ref>
BRCC rejected a potential logo for one of their coffee bags featuring a Renaissance-style rendering of Saint Michael the Archangel, a patron saint of military personnel, shooting a short-barreled rifle. The design was rejected when Hafer was informed by a friend at the Pentagon that the image of Saint Michael standing on the neck of Satan was being used by white supremacists because of the resemblance to George Floyd's murder.<ref name="Zengerle" />
The company sponsors NASCAR drivers Ty Dillon, Noah Gragson, Chase Briscoe, and Matt Crafton.<ref>{{cite press release|url=https://www.pettygms.com/news/black-rifle-coffee-company-announces-multi-race-partnership-with-ty-dillon-and-petty-gms|title=Black Rifle Coffee Company Announces Multi-Race Partnership with Ty Dillon and Petty GMS|work=Petty GMS Motorsports|date=February 3, 2022|access-date=September 7, 2022}}</ref><ref>{{cite press release|url=https://www.jayski.com/2020/07/28/bass-pro-shops-truetimber-and-black-rifle-coffee-add-16-races-to-sponsorship-of-noah-gragson/|title=Bass Pro Shops, TrueTimber and Black Rifle Coffee add 16 races to sponsorship of Noah Gragson|work=JR Motorsports|publisher=Jayski's Silly Season Site|date=July 28, 2020|access-date=September 7, 2022}}</ref><ref>{{cite news|last=Warner|first=Lauren|url=https://www.blackriflecoffee.com/blogs/black-rifle-coffee-blog/truck-racing-makes-its-way-onto-the-brcc-motor-sports-team-by-way-of-matt-crafton|title=Truck Racing Makes Its Way Onto the BRCC Motor Sports Team by Way of Matt Crafton|publisher=Black Rifle Coffee Company|access-date=September 7, 2022}}</ref> In the American Rally Association, BRCC-sponsored drivers like Travis Pastrana and Dave Carapetyan compete under the Black Rifle Coffee Motor Sports Team name.<ref>{{cite news|last=Warner|first=Lauren|url=https://www.blackriflecoffee.com/blogs/black-rifle-coffee-blog/brcc-motor-sports-team-shows-up-for-olympus-rally|title=BRCC Motor Sports Team Shows Up for Olympus Rally|publisher=Black Rifle Coffee Company|date=May 21, 2022|access-date=September 7, 2022}}</ref> Pastrana, whose family is closely tied to the military, also has a personal endorsement deal with BRCC that began in 2022 after ending his partnership with longtime sponsor Red Bull;<ref>{{cite magazine|url=https://motocrossactionmag.com/travis-pastrana-leaves-red-bull-signs-with-black-rifle-coffee/|title=Travis Pastrana leaves Red Bull & signs with Black Rifle Coffee|magazine=Motocross Action|date=January 11, 2022|access-date=September 7, 2022}}</ref> the two parties first collaborated for a rally car helicopter jump stunt in 2018.<ref>{{cite news|last=Simkins|first=Jon|url=https://www.militarytimes.com/off-duty/2018/05/22/daredevil-travis-pastrana-black-rifle-coffee-partner-for-death-defying-stunt/|title=Daredevil Travis Pastrana, Black Rifle Coffee partner for death-defying stunt|newspaper=Military Times|publisher=Sightline Media Group|date=May 22, 2018|access-date=September 7, 2022}}</ref>
In July 2022, the Dallas Cowboys were criticized for announcing a new partnership with BRCC a day after the Highland Park parade shooting on Independence Day. Black Rifle subsequently released a statement explaining the news was "timed to coincide with the Independence Day holiday" and that the partnership had been discussed long before the date.<ref>{{cite news|last=Krietzberg|first=Ian|url=https://www.cnbc.com/2022/07/07/dallas-cowboys-criticized-for-partnership-with-gun-themed-coffee-company-.html|title=Dallas Cowboys criticized for announcing partnership with Black Rifle Coffee after mass shooting|publisher=CNBC|date=July 7, 2022|access-date=September 7, 2022}}</ref><ref>{{cite news|last=Jiménez|first=Jesus|url=https://www.nytimes.com/2022/07/07/us/dallas-cowboys-black-rifle-coffee.html|title=Dallas Cowboys Face Criticism After Partnership With Black Rifle Coffee|newspaper=The New York Times|date=July 7, 2022|access-date=September 7, 2022}}</ref>
== See also == * List of coffee companies
== References == {{Reflist}}
==Further reading== * {{cite news |title= Black Rifle Coffee Seeks Like-Minded Aficionados |first1= Zusha |last1= Elinson |newspaper= The Wall Street Journal |date= March 12, 2021 |url= https://www.wsj.com/articles/black-rifle-coffee-seeks-like-minded-aficionados-11615550401}}
== External links == * {{official website|https://www.blackriflecoffee.com}} {{Finance links | name = Black Rifle Coffee Company | symbol = BRCC | reuters = BRCC.N | bloomberg = BRCC:US | sec_cik = 1891101 | yahoo = BRCC | google = BRCC }}
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Category:2022 mergers and acquisitions Category:American companies established in 2014 Category:Coffee brands Category:Coffee companies of the United States Category:Companies based in Salt Lake City Category:Companies listed on the New York Stock Exchange Category:Conservatism in the United States Category:Food and drink companies established in 2014 Category:Gun rights advocacy groups in the United States Category:Special-purpose acquisition companies Category:2014 establishments in Utah