About Us

Black Rifle Coffee Company was created with a clear identity rooted in service, discipline, and a strong sense of American culture. The company’s foundation is built on the belief that coffee is more than a daily habit—it is something that fuels determination, productivity, and a shared sense of purpose. Instead of approaching coffee as a simple consumer product, the brand treats it as part of a larger lifestyle connected to resilience, hard work, and community values.

The company was established by individuals with military backgrounds, including former U.S. Army Green Beret Evan Hafer, who launched the business in 2014. His vision was not centered on traditional corporate growth strategies, but rather on creating a company that reflected authenticity and a strong connection to people who value independence and commitment. From the beginning, the focus was placed on building a brand that could represent both high-quality coffee and a deeper cultural message tied to service and personal responsibility.

Each coffee blend is developed with attention to detail, emphasizing consistency, strength, and flavor. The roasting process is treated as a craft that requires precision, similar to the discipline found in military training. The idea is that excellence comes from repetition, focus, and an unwillingness to settle for average results. This philosophy carries through every stage of production, from sourcing beans to final packaging.

Beyond the product itself, the company places strong emphasis on its community and workforce. Many employees are veterans or individuals connected to military service, and the organization actively supports hiring and career development opportunities for those transitioning into civilian life. The goal is to create meaningful employment paths where skills such as leadership, teamwork, and discipline can continue to be applied in a new environment. This approach reflects a long-term commitment to supporting individuals who have served and helping them build stable futures.

The brand also extends its identity through media and storytelling. Instead of limiting itself to coffee production, it produces a wide range of content that includes podcasts, videos, articles, and digital publications. These platforms explore topics such as outdoor adventure, culture, current events, and personal stories. The tone is often direct and unfiltered, designed to entertain while also engaging audiences in conversations about freedom, responsibility, and everyday life experiences.

One of its media branches focuses on in-depth reporting and journalism, covering stories from different parts of the world. This includes both international conflict zones and domestic issues, aiming to provide perspectives that may not always be highlighted in mainstream coverage. The intention is to present real-world experiences in a raw and honest format, supported by storytelling that emphasizes human perspective and resilience.

Another extension of the brand highlights outdoor lifestyle content, including hunting, fishing, travel, and historical exploration. This segment celebrates independence, nature, and traditional skills, appealing to audiences who enjoy active and adventurous living. It reflects a broader theme of connection to the outdoors and appreciation for self-reliance.

At its core, Black Rifle Coffee Company positions itself as more than a coffee producer. It operates as a culture-driven organization that combines product quality with storytelling, community engagement, and employment opportunities. The company’s identity is shaped by themes of perseverance, loyalty, and pride in craftsmanship. Whether through its coffee products or its media platforms, the overall mission remains consistent: to deliver energy, build community, and represent a lifestyle centered on determination and freedom.