Black Rifle Coffee is self-promoted as veteran-owned and serving "people who love America". Sounds like a pitch to Republican gun owners. But, being a veteran doesn't give you a free pass in politics or in business. For example, John McCain was a veteran, but he became a shameless RINO who disgraced his country, and smeared Donald Trump.
 
In 2020 Black Rifle Coffee was exposed as grifters when they vehemently refused to voice support for Kyle Rittenhouse for defending his life against a mob of violent leftists. Their convenient dodge/excuse was to say "We do not support legal advocacy efforts". Keep in mind that fortune 500 companies have been loudly supporting and donating millions of dollars to a violent Marxist group, and loudly supporting armed robber George Floyd (which was also a "legal" matter) before the trial of Derek Chauvin even began!
 
Since then, the people running Black Rifle Coffee aren't hiding their true feelings. Now more than ever, the brass at Black Rifle Coffee walk, swim, and quack like phonies. In July of 2021, the far-left New York Times wrote a fluff piece about Black Rifle Coffee (hint: That's your litmus test to determine if Black Rifle Coffee is left or right). In this fluff piece, Black Rifle Coffee made it clear that they do not support the Capitol Hill protestors. If you question the election, you're not welcome at Black Rifle Coffee.
 

And, speaking to the NY Times, CEO Evan Hafer did what liberals always do. He flipped the script by smearing good people like Kyle Rittenhouse (who defended small businesses from radical left-wing arsonists) as "racists". Hafer said “It’s such a repugnant group of people. 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. The racism fucking really pisses me off. 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 fucking customer database and pay them to get the fuck out.” It sounds like Evan Hafer watches MSNBC all day. And of course, the far-left-wing New York Times loved his comments.

 

Black Rifle Coffee Executive Vice President, Mat Best told the NY Times “You can’t let sections of your customers hijack your brand and say, ‘This is who you are. It’s like, no, no, we define that.” In reality, it is Black Rifle Coffee that 'hijacked' conservative consumers by pretending to be conservatives -- at least until they could no longer contain their true feelings.

 

Not surprisingly, CEO Evan Hafer donated $500 to Obama. He later claimed to have "lost a bet". That's what he claims!

 

Black Rifle Coffee has a "VP of People and Culture". We have no idea what this is. Sounds an awful lot like "Head of Diversity and Inclusion"! If so, it would'nt be surprising that the people at Black Rifle creatively changed the title so as not to offend what's left of their conservative customer base.