About Us
At Black Rifle Coffee Company, coffee is more than a beverage—it’s a mission. Forged by individuals who once operated in combat boots rather than aprons, the company was built on a straightforward idea: deliver exceptional coffee while honoring an unapologetic American spirit. The founders carried lessons from military service into the roasting room, applying the same discipline, attention to detail, and relentless pursuit of excellence to every batch of beans. When you’ve navigated unforgiving terrain under heavy load, perfecting a roast profile feels like a natural extension of that mindset.
The company was established in 2014 by former U.S. Army Green Beret Evan Hafer, who set out with a simple vision. He wasn’t chasing corporate buzzwords or boardroom approval. He wanted to create bold coffee and build strong communities around it. What started as a small operation quickly evolved into a nationally recognized brand that blends high-quality roasting with a deep respect for service and sacrifice. Black Rifle Coffee Company remains veteran-founded and strongly veteran-operated, carrying forward the values learned in uniform into every aspect of its culture.
The heart of the company lies in its people. Many team members are veterans who understand commitment, accountability, and teamwork at a profound level. The mission extends beyond selling coffee; it includes creating meaningful employment opportunities for those who have served. By actively seeking to hire thousands more veterans, the company aims to provide a new purpose and pathway for individuals transitioning from military life into civilian careers. The belief is simple: the skills forged in service—discipline, resilience, and integrity—are powerful assets in building thriving businesses and communities.
Beyond roasting, the brand has become known for its bold and often irreverent content. Humor, adventure, and authenticity define its voice. Whether producing high-energy videos, hosting engaging podcasts, or publishing blog stories, the company approaches media with the same intensity it brings to coffee. The content ranges from comedic experiments to thoughtful discussions, creating a space where entertainment meets perspective. It’s not traditional coffeehouse conversation; it’s an energetic blend of satire, inspiration, and unfiltered commentary.
Storytelling also plays a significant role in the company’s broader mission. Through Coffee or Die magazine, launched in 2018, journalists report on stories that often go overlooked. Coverage spans global conflict zones, domestic issues, and human-interest narratives that demand attention. The reporting emphasizes depth, courage, and independence, reflecting the brand’s commitment to truth-seeking and storytelling without compromise. Readers seeking straightforward updates and insights can also turn to The PressCheck newsletter, which delivers curated news and commentary directly to subscribers.
In 2020, the launch of Free Range American expanded the company’s cultural footprint even further. This multimedia platform celebrates the outdoors, history, hunting, fishing, and the spirit of self-reliance. It captures stories of adventure and perseverance, spotlighting individuals who embody grit and independence. The platform reinforces the broader ethos that hard work, freedom, and authenticity remain central to the American experience.
Ultimately, Black Rifle Coffee Company represents more than a commercial enterprise. It stands as a community built around shared values—service, resilience, humor, and a belief in opportunity. From early mornings before sunrise to long shifts that test endurance, the brand positions itself as fuel for those who push forward regardless of obstacles. Each cup is crafted with intention, reflecting a philosophy that excellence is earned, not assumed. In combining premium coffee with a culture shaped by service and conviction, the company continues to carve out a distinctive space where purpose and passion meet in every pour.