Conservative culture is rife with people trying to use ideology to grift off of a devoted pool of people who will support any company that stands apart from Leftist corporatism. The story of Black Rifle Coffee Company is not particularly new, but resurfaced when the New York Times published a profile piece about it founders, most notably Evan Hafer. Evan Hafer is perhaps the most successful grifter of conservatism from a corporate perspective in history (as opposed to an individual ideologue). The New York Times states that Black Rifle Coffee Company is projected $240 million dollars in revenue in 2021.
The context leading up to Evan Hafer’s apparent disdain for conservatives began with the story of Kyle Rittenhouse, the hero who killed two Antifa thugs in Kenosha, Wisconsin. Black Rifle Coffee Company bungled a simple disclaimer that Kyle Rittenhouse was not a brand ambassador of their company insinuating that they supported law enforcement for arresting him.
“You can’t let sections of your customers hijack your brand and say, ‘This is who you are,’” Best told me. “It’s like, no, no, we define that.” The Rittenhouse episode may have cost the company thousands of customers, but, Hafer believed, it also allowed Black Rifle to draw a line in the sand. “It’s such a repugnant group of people,” Hafer said. “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.” Then again, what Hafer insisted was a “superclear delineation” was not too clear to everyone, as Munchel’s choice of headgear vividly demonstrated.
“The racism [expletive] really pisses me off,” Hafer said. “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.” If that was the case, I asked, had Black Rifle — which sells a Thin Blue Line coffee — considered changing the name of its Beyond Black coffee, a dark roast it has sold for years, to Beyond Black Lives Matter? Surely that would alienate the racists polluting its customer base.Editor’s Note: NY Times censored Hafer’s comments. EDW quoted as published.
Evan Hafer basically called Kyle Rittenhouse supporters the worst of American society. Black Rifle Coffee Company had a bit of a falling out with conservative media after that episode, most specifically Blaze Media. It’s also unclear how one can be a Proud Boy and a white supremacist, given that they have a prominent black leader, but that doesn’t stop Hafer from talking about how he wants to flush conservatives down the toilet.
A Catholic Digression
As Evangelicals do not venerate angels or saints, Black Rifle Coffee Company almost went down that road but backed out.
But while the St. Michael design was being mocked up, Hafer said he learned from a friend at the Pentagon that an image of St. Michael trampling on Satan had been embraced by white supremacists because it was reminiscent of the murder of George Floyd. Now any plans for the coffee bag had been scrapped. “This won’t see the light of day,” Hafer said.
This sounds a lot like how the “OK” hand gesture was a white supremacist symbol.
Hafer A Democrat
Hafer claims to be a conservative in multiple interviews, but has never donated to a conservative politician. His donation to Barak Obama in 2008, he first claimed to be photoshopped before claiming it was a lost bet. He donated to Tulsi Gabbard via Act Blue, which he claims was the payment processor. This was stated in an interview with Armed Scholar, who somewhat shills for Hafer. He also donated to an obscure RINO Congressional candidate in Nevada who lost his primary, and to the RINO Georgia senators that both lost this past January. In an interview with Dana Loesh, who completely shills for him, he claimed that he donated to John McCain to offset losing a bet. There is no record of a campaign contribution to John McCain. John McCain is also left of center, so this does not bolster his claim to being a conservative if if it weren’t a lie.
It’s common practice and common sense for conservatives and Christians to not talk to the New York Times, Associated Press, or any other media outlets that want to end your way of life. Evangelical Dark Web exercised this common sense, coincidentally over Kyle Rittenhouse. Evan Hafer not only talked to the New York Times but promoted an article that attacked their customer base.
“The Black Rifle guys are not the evil that everybody makes them out to be,” says J.J. MacNab, the extremism researcher, “but they’ve closed their eyes to some of the evil that takes their humor seriously.” Still, Black Rifle professes to be eager to put some of its fiercest and trolliest culture-war fights behind it. “What I figured out the last couple of years is that being really political, in the sense of backing an individual politician or any individual party, is really [expletive] detrimental,” Hafer told me. “And it’s detrimental to the company. And it’s detrimental, ultimately, to my mission.
The New York Times has an “extremism researcher” in their article talking about BRCC’s customers, which Hafer is apparently okay with. The latter quote by Hafer is what someone who hates their customer base would say. They spent years marketing to gun culture and when they achieved undeniable success promoting guns and coffee, they attracted, in their mind an undesirable customer base. And so they want to be more mainstream.
Evan Hafer is one of the most successful product grifters in conservative history, and now that he’s achieved success, he wants to reintegrate his product into the mainstream to not be cancelled. He was never a conservative, but now he’s rich because of them.