There’s a long profile of Black Rifle Coffee Company (BRCC) in the NYT today which could have been summarised as — three veterans who initially marketed exclusively to the MAGA crowd now want to be the next Starbucks and are surprised by the backlash.


Imagine you’re some Trump-chump decked out in your MAGA cap and tacti-cool BRCC t-shirt, only to read on GETTR that your favourite coffee brand just got woke. Betrayal just doesn’t cut it.

Since 2014 BRCC has grabbed all the free advertising they could get, but became a little jittery when mass-murderer Kyle Rittenhouse and Capitol insurrectionist Eric Munchel publicly revealed their loyalty to the brand.

The founders now ask: “How do you build a cool, kind of irreverent, pro-Second Amendment, pro-America brand in the MAGA era without doubling down on the MAGA movement and also not being called a fucking RINO by the MAGA guys?


You could try flaunting your girlfriend’s fake boobs but, ah, oh I see… already done that.

Everything else is political now, and BRCC picked their team. From $1M revenue in 2015 to $163M in 2020, they are an American success story. But the customers who put them there — mainly overweight working-class nobodies with SpecOps beards and sleeve tattoos — are angry at the sell-out.

BRCC identified with an alpha-male audience that’s overtly patriotic, aggressive, combative and dismissive of ‘beta-male progressives.’ However, it turns out beta’s drink a shit ton of coffee, so BRCC have decided to lower the rhetoric and take their money too.

One of BRCC’s founding fathers, Mat Best stopped clowning around for a minute to clarify exactly who’s on his team now: “You can’t let sections of your customers hijack your brand … 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.

So all you boys who sponsored these vets from Day One will just have to console yourselves with BRRC’s greatest hits and memories, because these entrepreneurs don’t want you anymore.

Mat’s piece of shit is not the weak-ass libtard he’s enjoyed baiting all this time. It’s you. So wrap yourself in a flag and shed your salty tears, because that’s patriotism for ya…

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