Guns and coffee don’t seem like likely bedfellows. Yet Black Rifle Coffee Company has found a way to bring them together with its militaristic brand that emphasizes “patriotism and gun ownership.” As veteran-owned company selling variety of flavored beans in packs of 8, 12, or 24 as well as brewing equipment, mugs, merchandise as well as monthly shipment services – it makes an unlikely pairing!

Brand has found success among firearm enthusiasts who frequent extreme online gun forums, even endorsing white nationalist group the Proud Boys in an endorsement agreement with them. Furthermore, in an October podcast hosted by Joe Rogan’s podcasts of CEO Evan Hafer he remembered meeting Steven Crowder who was widely accused of homophobically harassing Vox journalist Carlos Maza.

Black Rifle Coffee Company seems to be acutely aware of the perils associated with its military-themed branding and combative culture war rhetoric, including their staunch defense of suspected shooter Kyle Rittenhouse who caused outrage among certain customer segments who quickly switched over to Stocking Mill Coffee for an even more controversial product.

Black Rifle stands out from most coffee companies by not listing origin or tasting notes for its beans on its website, instead opting to promote its Blue Line bag as “A patriotic symbol for law enforcement officers and their families,” drawing customers who feel their money’s worth. Although its price point may be steep and its roast dark — not suitable for light or medium roast fans — but this premium coffee delivers strong flavors with plenty of body – plus part of each purchase supports law enforcement, first responders, and veterans through donation proceeds.