In a new interview with the New York Times, Black Rifle Coffee Company got candid about a number of subjects, including the January 6th protests, the Proud Boys, and most prominently teen Kyle Rittenhouse, who shot violent rioters during the Summer of 2020. Many right-wing voices consider the interview to be slighting.
Rittenhouse, hailed as a hero by much of the right, fatally shot two violent proponents of Marxist BLM last year as he was guarding a business against looting. The teen was charged with killing both, but thanks to an influx of donations from conservatives, he was released in November on a $2M bond.
Shortly after his release, a photo with Rittenhouse wearing a Black Rifle Coffee shirt was posted to Twitter by Elijah Schaffer, a Blaze contributor, and host of the Slightly Offensive podcast. The caption reads, “Kyle Rittenhouse drinks the best coffee in America @BlckRifleCoffee.”
Here is a screengrab:
But shortly after the tweet, Black Rifle petitioned Elijah Schaffer to delete the photo, according to the NYT. Schaffer eventually did. Once the tweet was deleted, a company executive released a video explaining, “we’re not in the business of profiting from tragedy.”
At the time, some influential conservatives were disappointed by the company’s actions, seeing the response as a slight to Rittenhouse, who many view as one of the only people willing to stand up to the BLM mob’s terror in U.S. streets.
And it was terrorism. It was burning businesses, beating elderly folks, and looting private property. In too many American cities, the government did next to nothing to stop it; countless violent criminals remain at large. But Rittenhouse stood up when most locked their doors and stayed inside.
The partially anti-Rittenhouse stance by the company, claiming to represent the right to bear, keep, and use arms in self-defense, did not go over well.
The company told the NYT that the Rittenhouse debacle cost it thousands of users.
Now, in the wake of the Capitol protest on January 6th, which also featured negative brand recognition for Black Rifle, the company is aiming to further distance itself from certain groups. Here’s what Black Rifle chief executive Evan Hafer said about the folks who were disheartened by the Rittenhouse reaction:
“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.”
Hafer also shared to the New York Times his thoughts when it comes to the ‘Proud Boy-ish’ style of customer, which came off as extremely vague and a bit elitist:
“The racism [expletive] 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 [expletive] customer database and pay them to get the [expletive] out.”
Hafer appears to be buying right into the New York Times’ view that ‘Proud Boy-ish’ kinds of people — many of them Black Rifle customers — are inherently racist.
Of course none of us conservatives like racists. The small groups of right-wingers who ARE racist make it tougher for our message to succeed and thrive.
But these kinds of statements won’t help anyone… and many conservatives, including Mike Cernovich, have taken to Twitter to share that view:
John Cardillo, a NewsMax TV host, went on with a joke regarding the company’s seemingly ‘inclusive’ mission:
Another Twitter user chimed in, saying Black Rifle has that ‘liberal flavor’ to it:
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