How Black Rifle Coffee Used Every Trick In The Book to Fool Conservatives
July 20, 2021 (5mo ago)

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Once again, patriots are learning the hard way that when you tether your identity to a for-profit institution, you’re setting yourself up to be disappointed.

Black Rifle Coffee Company was supposed to be a company that countered the effete stereotypes of other coffee sellers. When Starbucks promised to hire refugees, BRCC pledged to hire veterans. The company ran a promotion donating free bags of coffee to police officers. Its products are adorned in pro-military, pro-police kitsch. Black Rifle was supposed to be the rare company willing to openly market to the majority of America that doesn’t enjoy riots, protesting the flag, 13-year-olds getting castrations or double mastectomies, and every other piece of the ideological package that has become America’s de facto ruling ideology.

Sike! 

Black Rifle actually hates populists and conservatives. In fact, it’s willing to pay you to never be their customer again. That’s the takeaway from the company’s 7,000-word profile in The New York Times last week.

Sometime in the last few months, The New York Times asked Black Rifle if they’d be interested in an interview. As a proud MAGA-backing coffee company, Black Rifle could have responded in several different ways:

-Ignore them

-Deliver a terse statement

-Ask for a list of questions and give brief, accurate answers

-“The Times is the enemy of the American people. F off.”

Black Rifle did none of those things. Instead, founder Evan Hafer sat down for a wide-ranging in-person interview. The company posed for a photo shoot. They gave the Times’ Jason Zengerle everything he needed for a massive story making it absolutely clear how the company really feels about its most enthusiastic supporters.

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.” [NY Times]

Hafer’s choice of epithet is revealing. One doesn’t even have to like the Proud Boys to know that calling them racist is ridiculous. The group’s leader is sometime FBI-informant Enrique Tarrio, an Afro-Cuban. It famously attracts Hispanics, Asians, and Polynesians. The Proud Boys are all-male and proud “Western chauvinists.” Hafer could have called them violent, or stupid, or a potential federal op. But instead, he chose to call them racists, the one slur against them that is completely indefensible.

In other words, Hafer doesn’t actually know anything about the Proud Boys. He’s just repeating nonsense talking points fed to him by the Right’s enemies, whom he evidently views as a reliable information source.

That pattern recurs throughout the article. The damning revelation of the interview is that, whatever his superficial signaling towards American nationalists, Hafer has thoroughly submitted to the moral imperialism of the left. He accepts their core premises about reality and allows them to define the limits of his worldview.

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. [NY Times]

St. Michael the Archangel has been essential to the Christian religion for two thousand years. Millions of Catholics say a prayer to St. Michael after after Mass. As Hafer himself knows, St. Michael is popular with soldiers, veterans, and religious Americans of all stripes. But rather than letting a classic symbol stand on its own terms, Hafer has allowed the hegemonic left to define what it means. A “friend at the Pentagon” warned him that a two-thousand-year-old iconic symbol was not okay, because a few alleged “white supremacists” “embraced” it, whatever that means. So, too bad, no more iconic Christian saint allowed anymore. What other symbols Hafer could be browbeaten into opposing. The Gadsden flag? The American one? It appears the only limit is the Pentagon’s shame, and given the Pentagon at this moment is paying to surgically mutilate its own soldiers, it’s not clear any such limit exists.

Black Rifle professes to be eager to put some of its fiercest and trolliest culture-war fights behind it. “What I figured out the last couple of years is that being really political, in the sense of backing an individual politician or any individual party, is really [expletive] detrimental,” Hafer told me. “And it’s detrimental to the company. And it’s detrimental, ultimately, to my mission.” [NY Times]

Of course, Hafer is entirely wrong. Being political isn’t detrimental in the slightest. Virtually every company in America has pledged total monolithic fealty to leftism in the past year, without serious consequence. It’s being conservative or a patriotic nationalist that is harmful for a company. Those companies are targeted by regulators. They’re denied permits for new outlets. They lose their credit card services, their PayPal support, and their bank accounts. They’re kicked off the Internet by hostile tech companies.

Hafer presents himself as choosing to abstain from politics. But he’s not. Instead, he’s admitting that he dabbled in pandering to conservatives, then realized it was hard, and not a fight worth having. The commitment was fake.

The sad fall of Black Rifle Coffee Company actually began last November.

Battered, denounced, vilified, imperiled, but unbroken, Kyle Rittenhouse celebrated his first day out on bail by posing for a photo wearing one of the company’s branded t-shirts. The Blaze’s Elijah Shaffer then tweeted out the photo, with the caption “Kyle Rittenhouse drinks the best coffee in America.”

The tweet was, undeniably, a PR hiccup for Black Rifle, since it gave the impression Black Rifle was sponsoring Rittenhouse’s defense when it was not. Still, it was a golden opportunity for the company to stand apart from the crowd. Given the American environment in 2020, BRCC could have stood out by simply saying nothing. Or, they could have released a statement clarifying that Black Rifle wasn’t directly sponsoring Rittenhouse’s legal fight, and explained how supporters could do so. Or best of all, they could have seized the opportunity to start supporting Rittenhouse.

Instead, the company did exactly what literally any other company would have done: It aggressively distanced itself from Rittenhouse, and refused to even say his name, calling him only “the 17-year-old facing charges in Kenosha.” The CEO of Black Rifle made Shaffer delete his tweet.

Here’s Eric Hafer explaining their decision.

Now, the company’s new profile in the Times shows this wasn’t a one-time mistake.

It goes without saying that this is suicidal behavior by the company. The left will never forget or forgive whatever flimsy crimes they believe BRCC is guilty of. The company’s leaders have pointlessly and gratuitously insulted their only allies, Americans who crave companies to support that aren’t in league with a cultural zeitgeist that wants them, their children, their communities, their culture, and their country destroyed. Once the left has finished provoking BRCC into alienating its former allies, they will simply move on to their next target.

In a sense, BRCC is a fitting metaphor for the United States itself. Just like BRCC, the USA as an institution despises and trashes the people who actually love it; meanwhile the people it favors instead will never love the country or even care what happens to it. When the last American patriot finally gives up and peels the flag decal off his car, that will be it. Patriotism won’t have shifted to the left. It will simply be dead.

But there is a deeper and more important point to this entire episode, a point that transcends Black Rifle itself: The right must stop fetishizing every company that panders to them, and they must move on from their embarrassing worship of the modern American military.

This entire episode only happened because of how trivially easy it is to pander to the American right. Black Rifle just slapped guns, camo, and the flag on whatever it could, added a dose of performative masculinity (Want to prove you’re manly? Just say “fuck” a lot!), and then raked in cash exploiting the same demographic that likes to “own the libs” by buying overpriced Dr. Seuss books on eBay.

A quote from Black Rifle’s relatively new corporate America “co-chief executive” Tom Davin hints at a new strategy to completely abandon conservative America in favor of becoming yet another “Manly Bacon Man Kitsch” brand like Dollar Shave Club or Harry’s Razor Blades.

Tom Davin, a former executive at Taco Bell and Panda Express who two years ago became Black Rifle’s co-chief executive, says: “Our customer is driving a tricked-out Ford F-150. It’s blue-collar, above-average income, some college-educated, some self-made-type people. It’s people who shop at Walmart rather than Target.” [NY Times]

The company’s ads are indistinguishable from a parody that would appear in a Grand Theft Auto video game:

Make a list of anything Reddit has considered “manly” over the past decade, and chances are BRCC has marketed with it. Bacon? Yep.

Chicks in bikinis? Yep.

Over-the-top heckin’ coolerino shlock like guys with lasers riding sharks? Yours for just $26.99.

In many ways, the imagery that Black Rifle indulges is actively harmful. Male-to-female transsexuals famously have a cartoonish, porn-influenced, stereotypical idea of what being a woman is like. That’s why drag queens have such a garish, over-the-top look. BRCC ads evoke the same idea, but for men. Their target demographic is, in a sense, male-to-male transsexuals. The ads reduce veterans from citizen soldiers to a pantomime of desperate masculinity, guys who need tattoos, whiskey, and twenty-seven different guns to feel like “real men.” BRCC ads are supposed to trigger “snowflake” liberals, but they’d be just as crass and ridiculous to a World War 2 veteran in 1946.

Many members of the military are heroic individuals, worthy of admiration and emulation. But many other members are not, and increasingly the worship of the modern American armed forces serves to distract from how wastefully American troops are used abroad, and the sinister way the Pentagon is transforming America’s security into a social science experiment.

Kyle Rittenhouse is braver and more admirable than most of the soldiers conservatives are reflexively trained to worship. The average American soldier fights in conflicts that have either no bearing on Americans’ safety and well-being, or a negative bearing on both. Rittenhouse, on the other hand, selflessly put himself in peril to protect his own community from marauding psychopaths. American troops are rewarded with college tuition, pensions, and affirmative action for millions of federal jobs. Rittenhouse’s reward for defending his fellow Americans is personal ruin, a potential lifelong prison sentence, and denunciations from cowards. If Black Rifle had an outlet in Kenosha, Kyle Rittenhouse would have risked his life to defend it. But Black Rifle won’t even risk unpopularity to defend him.

So what should patriots do going forward? Well, if you like coffee, buy coffee. If you can give money to a company that shares your values, or avoid giving money to one that hates them, even better. But stop tethering your identity to specific corporations, and stop being an easy lay for slick marketers who try to impress you by putting a gun on a coffee mug. Fundamentally, it is liberals who derive meaning from brand allegiance and living life as contrived stereotypes (this is why they are so attached to identity politics). Americans of all political affiliations must adhere to something greater: Family, traditional values, and enduring, inherited institutions that don’t treat them as marks from which to grift another dollar.

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Guest
4 months ago

Conservatives have to be smarter when it comes to two things: 1) spending their money, 2) voting.

Guest
4 months ago

A quick look at the two co founders of Black Rifle should have sounded the alarm.
A couple of Bloombergs

Guest
4 months ago

Jews conning the right again. What a shock.

Guest
4 months ago

? Patriots come from all backgrounds, ethnicity and faith. There is only Liberty & rights defending Constitutionalists VS everyone in opposition.

John Adams –   I will insist that the Hebrews have done more to civilize men than any other nation. If I were an atheist, and believed in blind eternal fate, I should still believe that fate had ordained the Jews to be the most essential instrument for civilizing the nations. If I were an atheist of the other sect, who believe or pretend to believe that all is ordered by chance, I should believe that chance had ordered the Jews to preserve and propagate to all mankind the doctrine of a supreme, intelligent, wise, almighty sovereign of the universe, which I believe to be the great essential principle of all morality, and consequently of all civilization.  
Letter to François Adriaan van der Kemp (16 February 1809)

Guest
4 months ago

Yeah, they just denounced St. Michael – so there's that! They can go to hell!

Guest
4 months ago

Cringe troll.

Guest
4 months ago

Jews always put jews first. Your John Adams quote is cringey Patriotard trash. This is not 1776 you neanderthal.

Guest
4 months ago

"Civilizing men!"
Noticed what the majority of them has been extremely eager to promote in even just the last few decades??!
Stanley Kubrick was an exception, one which the British Deep State ended.

Guest
4 months ago

The minute you put down "Michael, the Arc Angel" in an way shape or form I'm out! 4th generation Irish, Catholic here (7/8 Irish, 1/8 Scottish). I gave my first born, my beautiful son, who was diagnosed on the autistic spectrum with adhd at age 2.5 "Michael" for his middle name just for that reason – so St. Michael could watch over him! "Shane Michael Patrick "Cunningham" Valentine. There is a lot I take a deep breath over and deal with, but when you attack my religious beliefs, particularly saints etc., yeah you better back off buddy or I will make William Wallace look tame by comparison! This is just disgusting!

Red XIV
4 months ago

They're not "putting down Archangel Michael. They're refusing to enable the far-right's attempt to appropriate Michael toward racist anti-biblical ends.

nonyabiz
4 months ago
Reply to  Red XIV

Then put him on the coffee bag. Oh that right. BRCC is only about profit, what are morals, values and standards anymore? Don’t ask BRCC, they wouldn’t know.

Guest
4 months ago

Racist anti-White communist.

Guest
4 months ago

The bible is very racist, if you actually had read it (assuming you even can, I know a BIG if) you wouldn't have made a clown of yourself.

And yes that's the point, they're enabling the far left in their antiwhite ends.

Guest
4 months ago

You are retarded.

Guest
4 months ago

Who the heck doesn't know his importance to all of Christian history anyway??!
Heck no, they are unbelievably contemptible imbeciles!

Guest
4 months ago

The memes, stereotypes just writes themselves!

Guest
4 months ago

The system is not pro-minority, pro-diversity, anti-racist, etc. it's only anti-white.

Anti-whites don't mind homogeneous nonwhite geographical areas or institutions.

They don't sympathize with Slavs, colonized and enslaved for centuries by non-whites and non-Christians.

They don't care about minority whites facing gruesome rape and torture in South Africa, a place they settled 400 years ago, long before the mass-murdering Bantus showed up.

If they cared about the Aboriginals, they would first give up their own "stolen land", and demand we stop importing more "thieves".

The regime's only real motive is militant anti-whiteism. Don't let them forget that.

Guest
4 months ago

Evan hafers “relatives” have been preying on blacks for hundreds of years.
The Rothschilds were making money from the slave trade. With their relatives.
Hafer is projecting his group’s crimes onto the innocent Christians they hate.

Guest
4 months ago

Indeed. Jews dominated the slave trade. Suriname is one good example.

Guest
4 months ago

What does Dutch Suriname have to do with the Jews?

Red XIV
4 months ago

"They don't care about minority whites facing gruesome rape and torture in South Africa, a place they settled 400 years ago, long before the mass-murdering Bantus showed up."

Probably because all of that is a lie.

Guest
4 months ago

It is not a lie. It is 100% truth.

Red XIV
4 months ago

Every word of it is a lie.

Guest
4 months ago

You might want to talk to a Zulu about that.

Guest
4 months ago

Nope. It is %100 true.

Guest
4 months ago

I have spoken to people from there. It’s true. Videos and pictures can be denied.

Guest
4 months ago

Keep spreading truth.

Guest
4 months ago

The globalist occupation regime is anti-white first and foremost.
Don't let the fools & shills deny or misdirect from that.

Red XIV
4 months ago

If conservatives were smart, they wouldn't be conservatives. Conservatism is an innately stupid ideology.

Guest
4 months ago

Name me one thing that has been inflicted on a population controlled by the left that has NOT cause long term harm.

Its stupid, or just plain evil to be a liberal.

Red XIV
4 months ago

Every other developed nation in the world has universal healthcare. They also have better healthcare than the USA.

Guest
4 months ago

Ask Canada about their health care. You wait, and you wait, and eventually you die. In the US you get seen almost immediately.

Guest
4 months ago

Racist, anti-White communist TRASH.

Guest
4 months ago

How do you explain that the Pentagon supports BLM & "wokeness" in general?

Guest
4 months ago

I thought Conservatives voted well in electing Trump as President TWICE. Unfortunately, he only took office once.

arn anon
4 months ago

The most massive scandal in our history, involving the 2020 election manipulation, fraud & theft. No one is interested in investigating. Not SCOTUS, DOJ, the corrupt federal law & justice Deep State. In a panic, Ballots shredded, voting machines memory erased, flashcards destroyed. Nothing but crickets.

Guest
4 months ago

Same thing with the Biden Laptop, Covid, etc, etc, etc.

Guest
4 months ago

That's because they didn't pay enough attention to what should have been the sanctity of the voting booth. They better not make the same mistake next time.

Guest
4 months ago

LOL.. You think voting works…

Guest
4 months ago

Be smart. Who wrote the article and why?

Guest
4 months ago

Be smart. Drink tea instead.

Guest
4 months ago

Turns out BRCC are just the corporate version of the fake, corrupt, stab you in the back, Republican National Committee of RINO's

Lotsaquestions
4 months ago

And maybe better than swallowing a NYT's article whole, without question??

Guest
4 months ago

1) Be harder to deceive.

hmmmm
4 months ago

"The ads reduce veterans from citizen soldiers to a pantomime of
desperate masculinity, men who need tattoos, whiskey, and twenty-seven
different guns to feel like “real men.” BRCC ads are supposed to trigger
“snowflake” liberals, but they’d be just as crass and ridiculous to a
World War 2 veteran in 1946."

This is why I don't buy BRC. I had heard a lot about how great their coffee was and went to their website a couple of years ago. I didn't like what I saw – it seemed fake and over the top. The quote, above, is a good representation of what I thought. After reading this article it seems these guys are trying to be something they are not. And, no, I don't need to buy coffee from a company that swears at me.

I've "trusted" companies like this before, like Chick-fil-a. Then their foundation turned their backs on the people who made them and supported them against all the liberals who wanted to drive them out of business or drive them woke. So I don't spend any money there any more.

Guest
4 months ago

Black Rifle was started by a couple of Bloombergs.
That should have been the warning.

Bumski22
4 months ago

Since I haven’t been able to find anything about the political views Bullettproof Coffee , and am an enthusiastic customer, I highly recommend it.

Guest
4 months ago

If you haven’t been able to find out
Shouldn’t you bother to find out?
Or risk getting scammed by another “Bloomberg” Evan Hafer?

Guest
4 months ago

You need to tone down your anti-semitism makes Revolver look bad.

Guest
4 months ago

Some of us support any conservative who is Jewish no matter how subversive and degenerate because we are anti-nazi and stand with 🇺🇸🇮🇱🏳️‍🌈🏳️‍⚧️

Guest
4 months ago

I stand for those other guys….

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