About Us

At Black Rifle Coffee Company, coffee is more than a beverage—it represents energy, purpose, and a mindset shaped by real-world experience. The brand was created by individuals whose backgrounds were rooted in military service, bringing with them a deep sense of discipline, resilience, and attention to detail. That same mindset carries into every batch of coffee they produce. Each roast is carefully crafted with precision and intention, reflecting a standard developed through demanding environments where consistency and performance matter. What began as a personal pursuit of quality coffee has grown into a company driven by a clear mission: to deliver exceptional coffee while fostering a strong sense of community.

The company was founded in 2014 by Evan Hafer, a former U.S. Army Green Beret who set out to build something meaningful beyond traditional business models. His vision was not centered on corporate trends or industry buzzwords, but on creating products he genuinely believed in and supporting the people around him. From those early days, the brand has remained focused on authenticity, combining high-quality coffee with a culture that values hard work, independence, and shared purpose. Today, it stands as an example of how a simple idea—pairing great coffee with a strong identity—can evolve into something much larger.

People are at the core of everything the company does. The team includes individuals who understand the importance of commitment, perseverance, and teamwork, many of whom have served in the military. There is a strong emphasis on creating opportunities for veterans, with a long-term goal of providing meaningful careers and support for those transitioning into civilian life. The belief is that the skills developed through service—discipline, leadership, and reliability—translate naturally into building businesses and strengthening communities. This approach is not only about employment but about creating a sense of belonging and continued purpose.

Beyond coffee, the brand has built a reputation for producing bold and engaging content that reflects its personality. Its media presence spans podcasts, videos, and written content that combine humor, storytelling, and a willingness to push boundaries. The tone is often energetic and unconventional, designed to entertain while also connecting with an audience that appreciates authenticity and a straightforward perspective. Whether through creative experiments, discussions, or instructional content, the goal is to offer something different from the typical coffee brand experience.

Storytelling plays a significant role in the company’s identity. Through its media platform, Coffee or Die magazine, the brand extends its reach into journalism and long-form reporting. The publication focuses on stories that are often overlooked, covering topics ranging from global conflicts to domestic issues with a focus on depth and realism. This commitment to meaningful storytelling adds another dimension to the brand, showing that its interests extend beyond products into broader conversations and real-world events.

Another extension of this creative approach is Free Range American, a multimedia platform that celebrates outdoor living, history, and self-reliance. It highlights activities such as hunting, fishing, and exploration, while also embracing themes of independence and personal freedom. The content is designed to resonate with individuals who value adventure and an unfiltered approach to life, creating a space where stories and experiences can be shared in an engaging way.

Ultimately, Black Rifle Coffee Company represents more than a place to buy coffee. It reflects a lifestyle centered on determination, early mornings, and the drive to keep moving forward. The brand appeals to those who value resilience, who take pride in their work, and who believe in building something meaningful over time. Whether someone is starting their day, working through challenges, or simply looking for a reliable cup of coffee, the company aims to provide both quality products and a sense of connection.