About Us

Black Rifle Coffee Company is a coffee brand built around values of discipline, service, and a distinctly American identity. From its early beginnings, the company positioned itself as more than just a beverage producer, instead framing coffee as something that supports focus, energy, and a driven way of life. The brand’s philosophy centers on the idea that what people drink each day can play a role in shaping mindset, productivity, and a sense of belonging to a broader community.

Founded in 2014 by former U.S. Army Green Beret Evan Hafer and other individuals with military experience, the company emerged from a desire to create something that reflected both personal authenticity and shared values. Rather than following conventional corporate branding strategies, the founders focused on building a company rooted in real-world experience, especially the transition from military service to civilian entrepreneurship. This background continues to influence the company’s identity and messaging.

The coffee itself is developed with a strong emphasis on consistency and craftsmanship. Each blend is carefully roasted with attention to detail, aiming to deliver bold flavor profiles and reliable quality across every batch. The production process is treated as a structured discipline, where precision and repetition are essential to achieving a high standard. This approach mirrors the principles of focus and accountability often associated with military training, translating them into a food and beverage context.

Beyond product development, the company places significant importance on its people and internal culture. A notable portion of its workforce includes veterans and individuals with service backgrounds, reflecting a commitment to providing career opportunities for those transitioning into civilian roles. By doing so, the organization seeks to create an environment where leadership skills, teamwork, and discipline remain valuable assets. This focus on employment and development contributes to a workplace culture built on shared experience and mutual respect.

In addition to coffee production, the company has expanded into media and content creation. Through podcasts, video programming, articles, and online storytelling, it explores topics that range from outdoor activities to current events and personal narratives. This media presence allows the brand to engage with audiences beyond traditional product marketing, offering perspectives that are often direct, informal, and rooted in real-life experiences. The content frequently reflects themes of independence, resilience, and everyday challenges.

One of its media divisions is dedicated to investigative and narrative journalism. This branch covers stories from both domestic and international contexts, including regions affected by conflict as well as issues within the United States. The reporting style aims to present events through a grounded and human-centered lens, often highlighting personal stories and on-the-ground realities. The focus is not only on information delivery but also on storytelling that emphasizes context and lived experience.

Another aspect of the brand’s content ecosystem is its focus on outdoor and lifestyle themes. This includes coverage of activities such as hunting, fishing, travel, and exploration of natural environments. These topics reflect a broader appreciation for self-reliance, tradition, and connection with the outdoors. The content appeals to individuals who value active lifestyles and a sense of independence from urban or corporate settings.

Overall, Black Rifle Coffee Company operates as a multifaceted organization that combines product manufacturing, cultural storytelling, and community engagement. Its identity is shaped by a blend of military influence, entrepreneurial ambition, and lifestyle branding. Rather than functioning solely as a coffee business, it presents itself as a platform that promotes energy, purpose, and shared values. Through its products, media channels, and employment initiatives, the company continues to build a distinct presence centered on discipline, quality, and a strong sense of mission.