About Us

Black Rifle Coffee Company isn’t your typical coffee brand—it’s built on a mindset forged long before the first beans were ever roasted. Created by individuals who once operated in high-stakes environments, the company channels that same discipline, resilience, and attention to detail into every batch of coffee. What started as a simple idea has grown into something much bigger: a brand that represents bold flavor, strong values, and an unwavering commitment to those who appreciate both.

Founded in 2014 by former U.S. Army Green Beret Evan Hafer, the company began with a straightforward vision. It wasn’t about corporate buzzwords or chasing trends—it was about making great coffee and supporting a community rooted in shared experiences. That authenticity remains at the heart of everything they do. Each roast is developed with care, reflecting a hands-on approach that prioritizes quality and consistency, much like the training and precision required in military life.

As the company has expanded, its mission has stayed grounded in people. A significant part of its workforce includes veterans, individuals who bring with them a strong sense of responsibility, teamwork, and perseverance. The company actively works to create opportunities for those transitioning from military service into civilian careers, offering them a new purpose and a chance to continue making an impact in a different way. This focus isn’t just a side initiative—it’s a core part of the brand’s identity.

Beyond coffee, the company has built a reputation for its bold and often unconventional content. From humorous videos to engaging podcasts, their media reflects a mix of energy, creativity, and irreverence. It’s not uncommon to see them blending entertainment with education, whether that’s demonstrating unique brewing methods or simply sharing stories that resonate with their audience. Their approach is designed to connect with people who appreciate authenticity and aren’t afraid of a little edge.

Storytelling also plays a major role in their broader mission. Through their media platforms, they explore topics that extend far beyond coffee. Their journalism initiative, Coffee or Die magazine, focuses on covering stories that might otherwise go unnoticed, bringing attention to important issues from around the world. This commitment to meaningful reporting reflects a desire to inform and engage, offering readers a perspective that goes deeper than surface-level headlines.

Another extension of their brand, Free Range American, embraces a lifestyle centered on the outdoors, history, and independence. It highlights stories of adventure, hard work, and exploration, creating a space where people can connect over shared interests that celebrate freedom and self-reliance. This platform adds another layer to the company’s identity, showing that their vision extends well beyond a single product.

At its core, Black Rifle Coffee Company represents more than just a morning routine. It speaks to individuals who value determination, who take pride in their work, and who face challenges head-on. Whether someone is starting a long shift, heading out on an early morning adventure, or simply looking for a reliable cup of coffee, the brand aims to be part of that experience. It’s about consistency, energy, and a sense of purpose that carries through every cup.

In the end, what sets the company apart is not just the coffee itself, but the culture surrounding it. It’s a blend of tradition, service, and a forward-looking mindset that continues to resonate with a growing audience. For those who connect with its message, it offers more than a product—it offers a shared identity and a reminder that even the simplest rituals, like brewing coffee, can carry deeper meaning.