Black Rifle Brews Woke
I wore the U.S. Navy uniform for twenty years. Over the years, I’ve seen many ignorant and thoughtless people disrespect the uniform and those who serve. However, I never expected Black Rifle Coffee Company, a veteran-owned business, to show the juvenile and thoughtless impertinence I witnessed in their latest video.
My interest in the coffee company began with a Wall Street Journal article I quoted that gave BRCC favorable mention. The company had positioned itself as a pro-second amendment, patriotic company for people who “love America.” So, I decided to do my own article on the company and asked my son, James, an avid coffee drinker, to assist by tasting their brew.
After tasting, James said he wasn’t impressed. My wife brewed some and, we both sampled it. All three of us arrived at the same conclusion; Starbucks might be a bleeding heart liberal company but, they make better coffee. I dropped the article.
After the arrest of Kyle Rittenhouse BlazeTV host, Elijah Schaffer posted the photo shown here with the caption: “Kyle Rittenhouse drinks the best coffee in America.” Doing so without contacting BRCC first was certainly a mistake. The facts of the case were still coming out and, Rittenhouse might have been convicted of murder. However, all BRCC had to do was say, “We do not sponsor or have a relationship with Kyle Rittenhouse. We believe in the integrity of the legal justice system and support law enforcement officials. Anyone can buy our shirts.” Then talk with BlazeTV in private about what they expect. They did put out a statement very similar to that, but they kept talking.
BRCC told the Salt Lake Tribune that they contacted Schaffer and had the tweet deleted. They then said, “We had a conversation with Schaffer, and he understands the message was in error.” The company CEO Evan Hafer then released a statement further distancing BRCC from Rittenhouse. “We do not sponsor or have a relationship with the 17-year-old who faces charges in Kenosha, Wis.” The company issued even more statements distancing themselves Rittenhouse. They handled this awkward time poorly, but again I gave them a pass. Only when Rittenhouse was acquitted did BRCC choose to remain silent.
Last night James said I should watch the latest podcast by Lauren Chen. I watched her video about how she feels BRCC is not a conservative company. She ends with a review of their recent video, shown here. I don’t know what Black Rifle was attempting to do with this production. They don’t mention coffee and pretending to show gay servicemen and a crossdresser at a fake uniform fashion show doesn’t sell me on their brand or improve my opinion of the company. This video is nothing more than a thoughtless and juvenile attempt at humor. One site said they should rebrand themselves as the “Black Rifle Cringe Company.” I agree.
Do you drink BRCC coffee? What do you think of it and what do you think of their latest video? Tell us what you think in the comment section below.
June 25, 2022
The Website CancelThisCompany, and others, have reported that Black Rifle Coffee has been actively distancing itself from conservatives and conservative causes. I don’t know why but they are. Click here to read the outspoken CancelThisCompany review.
