Since its founding, Black Rifle Coffee has branded itself as coffee for tough guys, associating itself with Second Amendment advocacy, pro-police activism, and veterans’ issues.
“We develop our explosive roast profiles with the same mission focus we learned as military members serving this great country and are committed to supporting veterans, law enforcement, and first responders,” promises the company’s website.
The company, based in Salt Lake City, Utah, gained new visibility in 2017 when, after Fox News host Sean Hannity defended accused child molester (and GOP Senate candidate) Roy Moore, Keurig coffee pulled its advertisements from Hannity’s show. This prompted Donald Trump Jr. to endorse Black Rifle on his Twitter account.
But those kinds of endorsements can work both ways. Black Rifle Coffee found itself the subject of unwanted attention recently when Kyle Rittenhouse was spotted wearing a T-shirt touting the brand. Rittenhouse had just posted bail; he’d been in jail since October 30 after being charged with killing two people and injuring one other when a protest in Kenosha, Wisconsin, turned violent last August.