About Us

At Black Rifle Coffee Company, coffee is treated as more than a morning routine—it is a craft shaped by discipline, experience, and a strong sense of identity. The company was built by individuals who previously served in the military, bringing with them a mindset rooted in precision, resilience, and commitment. That same mindset now guides how every batch of coffee is sourced, roasted, and delivered. The goal is not just to create a beverage, but to deliver something consistent, bold, and meaningful to people who value strength, independence, and quality in what they consume.

The origins of the company trace back to former U.S. Army Green Beret Evan Hafer, who established the brand in 2014. His vision was never centered around corporate expansion or polished business language. Instead, it was focused on building something authentic—coffee that reflects the character of the people who make it and the people who drink it. From the beginning, the idea was to combine strong, high-quality coffee with a culture that celebrates determination and service. Over time, that idea grew into a company known for both its products and its outspoken identity.

A major part of the company’s foundation is its connection to the veteran community. Many of the employees come from military backgrounds, and the organization continues to prioritize hiring those who have served. The intention behind this effort is to provide meaningful opportunities beyond military life, where skills such as leadership, teamwork, and discipline can continue to be applied in a new environment. The company’s hiring mission reflects a belief that veterans bring valuable experience that can strengthen both the workplace and the broader mission of the brand.

Beyond its workforce, the company also places strong emphasis on storytelling and media. Its content production is designed to reflect a bold and unfiltered personality. Through various digital platforms, it produces videos, podcasts, and written content that often mix humor, commentary, and lifestyle themes. The tone is intentionally energetic and unapologetic, appealing to audiences who appreciate straightforward communication and a sense of adventure. Rather than following traditional corporate marketing styles, the brand leans into personality-driven media that resonates with its community.

In addition to entertainment content, the company also expanded into journalism with the creation of Coffee or Die Magazine in 2018. This publication focuses on reporting stories from locations and situations that are often overlooked by mainstream outlets. Its journalists cover topics ranging from global conflict zones to domestic issues, aiming to provide firsthand perspectives and on-the-ground reporting. The emphasis is on direct storytelling that prioritizes experience and authenticity, often delivered under challenging conditions.

Another extension of its media presence is Free Range American, launched in 2020. This platform highlights outdoor culture, exploration, and self-reliant living. It includes content related to hunting, fishing, historical narratives, and lifestyle features centered around independence and rugged environments. The purpose is to showcase stories that reflect a connection to nature, freedom, and traditional outdoor skills, appealing to audiences who value exploration and self-sufficiency.

At its core, the company positions itself as more than a coffee producer. It aims to represent a broader cultural identity built around perseverance, freedom, and community. The products are presented as part of a larger lifestyle that emphasizes early mornings, hard work, and a no-quit attitude. Whether someone is working long shifts, serving in uniform, or simply navigating daily responsibilities, the brand frames its coffee as a reliable companion for demanding routines.

Ultimately, Black Rifle Coffee Company blends commerce with culture, creating a brand that is as much about identity as it is about beverage production. Its mission connects product quality with a sense of purpose, drawing on military roots while expanding into media, employment initiatives, and storytelling platforms. The result is a company that seeks to energize its customers not only through caffeine but also through a shared appreciation for resilience, independence, and a strong sense of direction in life.