By Vlad Butsky - Image 24125., CC BY 2.0,

‘Black Rifle Coffee Company’ has certainly made a name for itself in recent years, putting out slickly produced videos promoting its brand as a tough guys, unrepentantly conservative version of Starbucks.

Yet the company is now receiving major backlash after a recent interview it gave the New York Times reveals a company all too ready to throw its conservative customers under the bus if it means appeasing woke liberals.

As The Post-Millenial reports:

Black Rifle Coffee gave an interview last week with The New York Times, in which it seems like they decided to attack their own customers in a bizarre attempt to distance themselves from their conservative brand image.

Here are some of the more glaring quotes given to the Times:

  • “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 f**king detrimental. And it’s detrimental to the company. And it’s detrimental, ultimately, to my mission.”

  • “You can’t let sections of your customers hijack your brand and say, ‘This is who you are.’ It’s like, no, no, we define that.”

  • “I hate racist, Proud-Boyish people. Like, I’ll pay them to leave my customer base. I would gladly chop all of those people out of my f**king customer database and pay them to get the f**k out.”

The interview left some conservatives scratching their heads while others were openly angry at the seeming cowardice of Black Rifle:


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Rodger Shull
Rodger Shull
1 year ago

this is a ALL 100% BULLSCHIET , just a ruse to boost their declining retail sales via controversy thru the nyt bird cage liner , I do not buy their coffee or starbucks coffee, all are PHONEY.

Terry Hurlburt
Terry Hurlburt
1 year ago

Yeah I was willing to give a young company a chance. But when they ditch me, a loyal, conservative customer then they are off my list forever.

Gary Von Neida
Gary Von Neida
1 year ago

Too bad, mistakes can be as costly as they are foolish.