‘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:
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“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.”
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“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.”
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“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:
Black Rifle Coffee takes a knee in a far ranging NYT interview, where they claim St Michael is a white supremacist symbol according to “a friend in the Pentagon,” and that those who believes Kyle Rittenhouse acted in self defense are racists to be “flushed down the toilet.” pic.twitter.com/IoGE3dOcHc
— Cernovich (@Cernovich) July 17, 2021
It looks like Black Rifle Coffee, a company which became famous because of conservatives, is now trying to distance themselves from conservatives.
I never tried their products before and it looks like I never will.
— Brigitte Gabriel (@ACTBrigitte) July 17, 2021
Didn’t mention this before because I wanted to give a friendly brand a chance to get its footing…but there were big problems
No roasting dates on the bags, for instance…they were selling stale coffee
— Will Chamberlain (@willchamberlain) July 19, 2021
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.
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.
Too bad, mistakes can be as costly as they are foolish.