https://us.yahoo.com/news/gun-coffee-brand-maga-royalty-194204352.html
The far right thought it had found the ideal
breakfast beverage company. Then it took a big sip of Black Rifle Coffee and checked the news.
For years, Black Rifle Coffee Company has been at the vanguard of an emerging conservative coffee movement. Customers can start their day with a “
Thin Blue Line” Keurig cup, or wind down with a nice mug of “Combat Cocoa.” This isn’t coffee for WIMPS and CIVILIANS, the company’s branding implies; it’s TACTICAL CAFFEINATION for OPERATORS.
But not even that branding has been enough to save BRCC from attacks by its far-right former fans, who accuse the company of being inadequately militant because it declined to sponsor a teenager accused of murdering
Black Lives Matter protesters.
BRCC’s trouble began shortly after accused murderer Kyle Rittenhouse was bailed out of jail last week. Rittenhouse is accused of shooting three people (two of them fatally) at a Black Lives Matter protest in Kenosha, Wisconsin earlier this year. Rittenhouse, 17, became a hero of the militant far right, especially of groups like the Proud Boys that openly lust for violence against the left.
Shortly after supporters posted Rittenhouse’s $2 million bail, the host of a conservative podcast that partners with BRCC tweeted a picture of Rittenhouse in a BRCC shirt. The picture, plus its caption (“Kyle Rittenhouse drinks the best coffee in America”) led viewers to believe BRCC was partnering with Rittenhouse.
That wasn’t the case, BRCC clarified this weekend. In a video, the company’s CEO Evan Hafer stated that BRCC had not and would not sponsor Rittenhouse.
