Black Rifle Coffee Company: Difference between revisions
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The company was founded in December 2014 by former [[United States Army Special Forces|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_us/article/xymzvk/we-spoke-to-the-black-rifle-coffee-owner-about-guns-hipsters-and-hiring-veterans |access-date=23 May 2019 |work=Vice Magazine |date=1 August 2017}}</ref> He began by selling a small volume of his 'Freedom Roast' coffee through a friend's apparel Web site. The coffee sold well, so Hafer launched his own brand and Web site through which to sell his coffee and branded accessories. As well as selling online, Black Rifle Coffee Company has a physical presence at some firing ranges and [[5.11 Tactical]] stores.<ref name="Vice" /> |
The company was founded in December 2014 by former [[United States Army Special Forces|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_us/article/xymzvk/we-spoke-to-the-black-rifle-coffee-owner-about-guns-hipsters-and-hiring-veterans |access-date=23 May 2019 |work=Vice Magazine |date=1 August 2017}}</ref> He began by selling a small volume of his 'Freedom Roast' coffee through a friend's apparel Web site. The coffee sold well, so Hafer launched his own brand and Web site through which to sell his coffee and branded accessories. As well as selling online, Black Rifle Coffee Company has a physical presence at some firing ranges and [[5.11 Tactical]] stores.<ref name="Vice" /> |
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BRCC has produced a number of humorous and sometimes controversial social media videos which combine military humor with hipster jokes and guns.<ref name="Task and Purpose 2017" /> One video attracted nationwide press in 2017 when, in response to [[Starbucks|Starbucks Corporation]] announcing that it would hire 10,000 refugees, Black Rifle Coffee Company announced that it would hire 10,000 veterans.<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 |work=[[CBS]] |date=3 February 2018}}</ref> [[Task & Purpose]] reported that |
BRCC has produced a number of humorous and sometimes controversial social media videos which combine military humor with hipster jokes and guns.<ref name="Task and Purpose 2017" /> One video attracted nationwide press in 2017 when, in response to [[Starbucks|Starbucks Corporation]] announcing that it would hire 10,000 refugees, Black Rifle Coffee Company announced that it would hire 10,000 veterans.<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 |work=[[CBS]] |date=3 February 2018}}</ref> [[Task & Purpose]] reported that as of February 2017 BRCC employed 52 people. BRCC was criticized for the perceived publicity stunt nature of their announcement.<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/viral-meme-can-black-rifle-coffee-company-really-hire-10000-veterans |website=taskandpurpose.com |publisher=Task and Purpose |accessdate=15 August 2019}}</ref> |
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In 2017, Black Rifle Coffee Company expanded into [[Canada]] with a division, Black Rifle Coffee Canada, 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 |date=2 May 2018}}</ref> |
In 2017, Black Rifle Coffee Company expanded into [[Canada]] with a division, Black Rifle Coffee Canada, 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 |date=2 May 2018}}</ref> |
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Revision as of 00:23, 19 August 2019
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| Company type | Privately held company |
|---|---|
| Industry | Retail |
| Founded | 2014 |
| Headquarters | Salt Lake City, Utah, United States |
Key people | Evan Hafer and Mat Best |
| Products | Coffee, clothing, mugs |
Number of employees | 102 (2018)[1] |
| Website | https://www.blackriflecoffee.com |
Black Rifle Coffee Company is a coffee roaster based in Salt Lake City, Utah, owned by former members of the armed forces of the United States.[2] It gained national attention in 2017 for taking a stance in support of United States President Donald Trump, and was endorsed by his son Donald Trump Jr.[3]
History
The company was founded in December 2014 by former Green Beret Evan Hafer.[4] He began by selling a small volume of his 'Freedom Roast' coffee through a friend's apparel Web site. The coffee sold well, so Hafer launched his own brand and Web site through which to sell his coffee and branded accessories. As well as selling online, Black Rifle Coffee Company has a physical presence at some firing ranges and 5.11 Tactical stores.[4]
BRCC has produced a number of humorous and sometimes controversial social media videos which combine military humor with hipster jokes and guns.[5] One video attracted nationwide press in 2017 when, in response to Starbucks Corporation announcing that it would hire 10,000 refugees, Black Rifle Coffee Company announced that it would hire 10,000 veterans.[1] Task & Purpose reported that as of February 2017 BRCC employed 52 people. BRCC was criticized for the perceived publicity stunt nature of their announcement.[5]
In 2017, Black Rifle Coffee Company expanded into Canada with a division, Black Rifle Coffee Canada, based in Alberta and led by CEO Darren Weeks.[6]
In 2018, it opened a new coffee roasting facility in Manchester, Tennessee as part of a $6 million investment in the state.[7] The same year, the company made over $30 million in gross revenue.[8]
Politics
Black Rifle Coffee Company supports veterans, and over half of its staff are former military.[7]
The company maintains a pro-military, pro-gun image[9] and has been endorsed by broadcast personality Sean Hannity for supporting the Second Amendment to the United States Constitution.[10] It has also been characterized in the press as conservative and pro-Trump.[11]
Marketing
The company's brand is tied closely to its pro-gun image and close links with the military and law enforcement. For a campaign in July 2019, the company donated a bag of coffee to a police officer for every bag purchased, in response to a story that six Tempe police officers had been asked to leave a branch of Starbucks.[12]
References
- ^ a b Miller, Michelle (3 February 2018). "Black Rifle Coffee: Behind the company selling beans with a message". CBS. Retrieved 23 May 2019.
- ^ Rocco, Matthew (21 May 2018). "Veteran-owned Black Rifle Coffee Company to invest $6M in Tennessee expansion". Fox News. Retrieved 23 May 2019.
- ^ Taylor, Kate (13 November 2017). "Donald Trump Jr. slams Keurig and endorses a pro-Trump, pro-guns, and pro-military coffee company". Business Insider. Retrieved 23 May 2019.
- ^ a b Castrodale, Jelisa (1 August 2017). "We Spoke to the Black Rifle Coffee Owner About Guns, Hipsters, and Hiring Veterans". Vice Magazine. Retrieved 23 May 2019.
- ^ a b Linehan, Adam. "After Viral Meme, Can Black Rifle Coffee Company Really Hire 10,000 Veterans?". taskandpurpose.com. Task and Purpose. Retrieved 15 August 2019.
- ^ "Controversial 'conservative-minded' coffee company sets up shop in St. Albert". CBC. 2 May 2018. Retrieved 23 May 2019.
- ^ a b "Black Rifle Coffee Company Opens Manchester, Tennessee, Roasting Facility". Area Development. 16 August 2018. Retrieved 23 May 2019.
- ^ Rockefeller, Mark (5 April 2018). "How This Veteran Entrepreneur Brewed $30 Million From Coffee And Passion". Forbes. Retrieved 23 May 2019.
- ^ van Zuylen-Wood, Simon (4 March 2019). "The Heavily Armed Millennials of Instagram". Washington Post. Retrieved 23 May 2019.
- ^ Millard, Drew (26 May 2018). "The world's only pro-gun coffee tastes like burnt dirt". Retrieved 23 May 2019.
- ^ Limitone, Julia (5 December 2017). "'Pro-America' Black Rifle Coffee becoming popular among conservatives, founder says". Fox News. Retrieved 23 May 2019.
- ^ Widener, Laura (8 July 2019). "Vet-owned Black Rifle Coffee to donate coffee to cops after Starbucks kicks out 6 officers". American Military News. Retrieved 5 August 2019.