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Shares of Black Rifle Coffee, the veteran focused chain that's become a symbol of the far-right, jumped 30% in their first day of trading. Black Rifle Coffee (BRCC) - Get Black Rifle Coffee Report shares jumped 30% in their first day of trading on the New York Stock Exchange. The Austin coffee-bar chain bills itself as a company founded "to support veterans, active duty military [and] first responders" and "to [connect] consumers with great coffee and a unique brand experience." Black Rifle is a unit of Authentic Brands, the closely held New York brand-management company. The company went public via...

Last week, the CEO of Black Rifle Coffee, Evan Hafer, gave a long-form interview to Jason Zengerle for the New York Times Magazine. I don’t know what he expected to achieve by the exercise, but I’m pretty certain that what he accomplished represented a significant deviation from the plan. The piece framed Black Rifle Coffee as a “Starbucks for conservatives” and promoted the piece by saying that the company was trying to distance itself from some of its customers. Note that Black Rifle Coffee retweeted this tweet and that usually means that the tweet met with the approval of the...

When Black Rifle Coffee (“BRC”) emerged on the scene, it targeted conservatives, positioning itself as a pro-American and, eventually, pro-Trump veteran-owned company. I don’t drink coffee so it didn’t matter to me. However, some coffee drinkers may be unhappy with what the company’s executives had to say to the New York Times.The Times article opens by assuring its readers that BRC’s CEO, Evan Hafer, really is a MAGA kind of guy. He voted for Trump and even believed Trump’s claims about election fraud – before he saw the light thanks to Bill Barr’s declaration that there was no fraud, gave...

Black Rifle Coffee called supporters of Kyle Rittenhouse ‘repugnant’ and labeled Proud Boys as ‘racists.’ “It’s like the worst of American society, and I got to flush the toilet of some of those people.” From their glossy writeup in the NYT:

A Salt Lake City coffee company said it objected to a tweet posted by a Blaze Media reporter who tied its coffee to Kyle Rittenhouse, accused of killing two people during an August protest in Wisconsin. Elijah Schaffer tweeted a since-removed photo of the 17-year-old wearing a Black Rifle Coffee Company shirt with the caption, “Kyle Rittenhouse drinks the best coffee in America.” The teenager was released Friday after supporters raised his $2 million bail.

Support a coffee company on our side. Veteran owned. Trump supporters. http://www.blackriflecoffee.com/ http://blog.blackriflecoffee.com/ https://www.facebook.com/blackriflecoffeeco https://twitter.com/blckriflecoffee