American Thinker: You may like Black Rifle Coffee but does it like you?

Coming from American Thinker and referenced by me yesterday on Radio Contra. As Rush used to say, the Left will attempt to isolate you from your customer base when everything else they’ve attempted to do has failed. They tried this in earnest with Trump, with those lessons apparently completely lost on Hafer, Best & Co. But when you’re more worried about being a cool guy e-celeb than being self aware, you’ll end up being shown your half as smart as you think you are. -NCS
When Black Rifle Coffee (“BRCC”) 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 him new faith in the system. Neither the Times nor Hafer mentions the evidence of substantial fraud in Arizona and Georgia.
However, it was when Hafer saw the events at the Capitol that The Times says that he suddenly realized that his brand had been stolen by extremists. He won’t call it an “insurrection” because his service in the military and the CIA showed him the real deal, he was horrified to see someone with BRC’s logo:

The photo showed a masked man vaulting over a banister holding several sets of plastic restraints, an apparent sign that the insurrectionists planned to take lawmakers hostage. The unidentified man, soon dubbed “zip-tie guy,” was dressed in a tactical vest, carried a Taser and wore a baseball hat with an image of an assault rifle silhouetted against an American flag — a design sold by the Black Rifle Coffee Company, of which Hafer is the chief executive. “I was like, Oh, [expletive],” he recalled. “Here we go again.”

What the New York Times doesn’t mention is that this characterization of the “zip-tie guy” is a lie. Glenn Greenwald points out that even the prosecution has admitted that Eric Munchel – the “zip-tie” guy – found the ties on a table inside the Capitol and grabbed them. He wasn’t part of a premeditated plot to terrorize people in the Capitol. And yet he’s still in prison without trial.
The Times acknowledges that BRC aggressively sought conservative customers:

The company billed itself as pro-military, pro-law enforcement and “anti-hipster.” Early customers could download a shooting target from the company’s Facebook page that featured a bowtied man with a handlebar mustache. Its early coffees included the Silencer Smooth roast and the AK-47 Espresso blend. During Trump’s presidency, Black Rifle’s gleeful provocations grew more directly political. It endorsed Trump’s Muslim ban and bought Google ads based on searches for “Covfefe.” … Before long, Black Rifle became the unofficial coffee of the MAGA universe, winning public endorsements from Sean Hannity and Donald Trump Jr.

Despite all this intense marketing, even before January 6, the BRC guys weren’t pleased that Kyle Rittenhouse wore one of their logoed products. Regular readers of American Thinker know that Rittenhouse showed up in Kenosha during the BLM riots with a first aid kit and a desire to help businesses protect themselves from the mob and that he showed spectacular rifle control, shooting only when his life was threatened. BRC instantly tried to distance itself from him.
Conservatives weren’t pleased. The more volatile among them struck back. One of those who disparaged Hafer was Nick Fuentes, who is part Hispanic, but whom the Times describes without irony as a “white-nationalist.” I know nothing about Nick Fuentes, but I do know that traditional white-nationalists don’t include Hispanic people. Shamefully, according to the Times, some angry customers made anti-Semitic attacks against Hafer, who is Jewish.
BRC is now having an image crisis:

“How do you build a cool, kind of irreverent, pro-Second Amendment, pro-America brand in the MAGA era,” Hafer wondered aloud, “without doubling down on the MAGA movement and also not being called a [expletive] RINO by the MAGA guys?”

The article takes a boring walk through the way leftist companies have politicized everything and then gets back to BRC: “In retrospect, the market opportunity that Black Rifle sought to exploit when it started in 2014 seems blindingly obvious.” BRC wasn’t just selling coffee and logo wear, it was selling raw American conservativism, and Trump’s pro-America stance fit right in with that.
The only problem for the coffee guys is that, as the culture wars have divided America, they seem to have decided they don’t like many of the people on their side – and they want New York Times readers to know it:

“You can’t let sections of your customers hijack your brand and say, ‘This is who you are,’” [Mat] Best [Executive V.P.] told me. “It’s like, no, no, we define that.” 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.”

Conservatives who learned about the article were not pleased:

 
Some were downright suspicious:

 
As for me, I have to ask — Dear Messrs. Hafer and Best: If you really hate racists, why are you talking to the New York Times? The Times and its readers are all in for Critical Race Theory, an ideology so racist that even the KKK might find it too extreme. Just curious….

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About the Author: NC Scout

NC Scout is the nom de guerre of a former Infantry Scout and Sergeant in one of the Army’s best Reconnaissance Units. He has combat tours in both Iraq and Afghanistan. He teaches a series of courses focusing on small unit skills rarely if ever taught anywhere else in the prepping and survival field, including his RTO Course which focuses on small unit communications. In his free time he is an avid hunter, bushcrafter, writer, long range shooter, prepper, amateur radio operator and Libertarian activist. He can be contacted at [email protected] or via his blog at brushbeater.wordpress.com .

32 Comments

  1. KBYN July 21, 2021 at 12:27

    When faced with a self proclaimed right(ish) wing celebrity, assume the person is an opportunistic grifter until proven otherwise. Even afterward, maintain skepticism and a safe distance.

    • NC Scout July 21, 2021 at 14:07

      Yep.

    • rto-jerry July 21, 2021 at 23:18

      Amen to that!

  2. mike wilson July 21, 2021 at 12:36

    Actually watch this before you make a judgement on BRCC: https://pjmedia.com/news-and-politics/matt-margolis/2021/07/20/black-rifle-coffee-did-not-go-woke-founder-responds-to-misinformation-n1463031.
    Don’t forget this is the NYT we’re talking about. Of course they are going to lie and stir up trouble among conservatives. Don’t fall for their BS.

    • NC Scout July 21, 2021 at 13:49

      Ehhh….the damage is done and their quotes, honestly, speak for themselves.
      Hafer sees the damage and is trying to backpedal. Honestly I’d respect him more if he owned it like the man he claims he is.
      I neither like nor want these guys around. You either stand on principle or you have none.

      • SOG July 21, 2021 at 14:22

        agreed, they should have 1 never done such an interview, but free publicity right….
        2 they should have said yea great, people wear our swag,otherwise no comment you commies!

        • NC Scout July 21, 2021 at 14:33

          Also- since this rebuttal article is so juicy, it deserves its own op-ed from my end.
          Long story short- counter journalism 101 states to RECORD THE INTERVIEW YOURSELF that way nobody is putting words in your mouth.
          Hafer’s attempt at backpedaling made no mention of this. That’s why he’s backpedaling and hoping, like an abused spouse, you’ll take him back and he won’t do it next time.

    • Patriotman July 21, 2021 at 14:30

      Fuck BRCC.
      BRCC: Retweets New York Times Article in which he shits on their base of customers
      Customers: Fuck off then, we will go elsewhere
      BRCC: But wait we were misquoted. mIsInFoRmAtIoN!!!11!
      Customers: Then why did you retweet the article?
      BRCC: ………………….

      • Johnny Paratrooper July 21, 2021 at 15:43

        Hur! Dur!
        Hey guys, it’s the lying fake news media we swear!
        We are big bad super operators and they tricked us into this interview!

  3. Rooster July 21, 2021 at 13:07

    Go woke and go broke! Im curious if this plays out but dont wish them harm as we have all made mistakes. Why would they talk to commies? Im not of the soldier background but do understand opsec….they should have known better. Good Will on their balance sheet will surely suffer for this.
    R

  4. spin gerhat July 21, 2021 at 13:14

    didn’t start out as a “racist” blm made me one by just the fact I am white . never bought any brc swill, never will. both b orgs can kiss my white A$$

  5. Spingerah July 21, 2021 at 13:28

    I am white therefore I am racist. Lol well ok then both “b” organizations can kiss my White a$$
    I figured brc was a grift now it’s obvious.
    What a surprise, every single time.

  6. Umbra July 21, 2021 at 13:31

    The next BRCC video will be a tutorial on How To Shoot Self In Foot, followed up with Properly Slitting Wrists.
    With any luck BRCC will just drown in their own vomit this time.
    What’s the latest on Saint Kyle?

  7. Anonymous July 21, 2021 at 13:45

    5

  8. Rick July 21, 2021 at 14:47

    National File is doing some reporting on BRC political donations. A few of the higher employees have donated to Dem politicians. Hafer himself donated to Tulsi “Ban Black Rifles” Gabbard. He also donated to some Rs, notably for the GA special senate race. Notably, however, was zero donations to Trump either in 2016 or 2020.
    Fact is BRC is and has been a grift. Conservatives tend to be too willing to hop on with groups that say the right things. I think in part because of the aggressive exclusion they face from the mainstream left dominated space.

  9. Michael in AK July 21, 2021 at 14:54

    Crappy coffee anyway….

  10. pnoldguy July 21, 2021 at 15:00

    And to top it off, long before all this I heard from several people that their coffee really isn’t that good for the price. I’ve heard even bad PR is better than none.

    • NC Scout July 21, 2021 at 15:07

      That’s a matter of opinion, of course, but there’s far superior coffees out there for half the price or less that make their money based on the product, not the bullshit marketing.
      Cafe Bustelo, La Llave, and Pilón are three that immediately come to mind and can be found practically anywhere in the US.

  11. Johnny Paratrooper July 21, 2021 at 16:38

    BRCC would make a great meta data collection operation. And, obviously, that comes with banking info and addresses.
    I think that explains their success. And, you know, they are all ex-CIA…

    • NC Scout July 21, 2021 at 16:47

      Not unlike Federal Prosecutors.

      • Patriotman July 21, 2021 at 20:12

        Hmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmm lololololol

  12. boss21 July 21, 2021 at 17:13

    When they came on the scene first I looked up their site which had a retreat real estate section. The Israeli flag was proudly displayed. Never clicked on it again. This stuff isn’t that hard.

  13. Mike Papa July 21, 2021 at 18:22

    “Shamefully, according to the Times, some angry customers made anti-Semitic attacks against Hafer, who is Jewish.” Of course, calling out your one true enemy goes against American’s sense of fair play. *sarcasm off* Im starting to realize the right deserves everything coming for them. . Judeo-Christians will never wake up. You servitude is baked right in. They hate you, they hate Jesus and they are coming for you. Good luck guys, you’re going to need it

    • NC Scout July 21, 2021 at 21:29

      “The Right deserves…”
      Told on yourself there, bud.

    • Lurker July 22, 2021 at 04:42

      Do you know what “judeo” stands for? Not sure you do.

  14. Chris July 21, 2021 at 18:39

    You speak to the NYT’s and i have zero use for you.
    I tryed there stuff not for me..
    Now i actively trash them at work.
    F’m

  15. Walt July 21, 2021 at 21:21

    I really want to believe these guys. I just can’t believe that they weren’t aware of the NYT and that paper’s agenda. After thinking about it, I realize that they thought they could convince libtards that they were not the enemy. Hager and Best’s naivety and stupidity are now legendary. A written questionnaire is the only thing that might have made sense. They shall reap the pain of their arrogance.

  16. Bud Green July 21, 2021 at 21:57

    First it was Hafer’s political donations, then the shit him and Best said about the hero of Kenosha and now this horse shit.
    These two are trying to play both sides so they can make money.
    There’s more to life than money. There’s principal, values and standing up for what’s right but that takes a man, which neither of them are.

  17. FireWolfSky July 21, 2021 at 22:52

    Oof, it get’s worse…apparently, key employees donate to ActBlue:
    https://mobile.twitter.com/johncardillo/status/1416930632052224001/photo/1

    • RP July 22, 2021 at 08:17

      That has been out there for awhile. ActBlue is a bad organization. They keep on giving Hafer rope and he keeps hanging himself, but there are many Pro2Aer’s and NRA Fudd’s that still want his product, that should also tell you something.

  18. Anonymous July 22, 2021 at 01:31

    4.5

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