‘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:
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