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In case you didn’t hear, Black Rifle Coffee has found themselves losing ground with their customer base over the last few months. And why? Instead of just sticking to being badass and unapologetically American, they decided they had to react to the actions of others. The company was known for its intensely pro-American, pro-Military, positive imagery of masculine ideals since about five years ago when they exploded onto the scene with an excellent Youtube viral video campaign leaning hard into guns, beautiful women, explosions, toilet humor, the military roots of their founders, and freedom. No complaints here right?
That was until Black Rifle ran afoul of an old marketing problem: the notion that a company has to take responsibility for the actions of someone who happens to be wearing their branded merchandise.
Then it seems they overcorrected, news broke that,
“a new coffee bag design, featuring a “Renaissance-style rendering of St. Michael the Archangel, a patron saint of military personnel, shooting a short-barreled rifle,” would now never “see the light of day,” with Hafer having apparently been told by “a friend at the Pentagon” that supposed “white supremacists” were adopting the design “because it was reminiscent of the murder of George Floyd.” According to NationalFile.
Once they went political and waded into the culture war, they became susceptible to applications of a political purity test of sorts from their largely conservative customer base and it didn’t go well.
As Black Rifle Coffee blocks conservatives, it's important to understand that CEO @EvanHafer hired ActBlue Dem donors to run his IT and social media. pic.twitter.com/XfncLVYN1e
— John Cardillo (@johncardillo) July 19, 2021
Then to make matters worse, a 10k word piece in the New York Times started suggesting that political considerations in the ultra-variable world of the day’s news should drive their marketing decisions.
There goes branding consistency, straight out the window. It’s a recipe for disaster. And for what has always presented itself as a great, veteran-owned, and operated brand, it’s a real shame. And you’d definitely hope that they can right the ship and get back to good. But meanwhile, until they do…
“It’s such a repugnant group of people.”
The executives behind @blckriflecoffee, a coffee and lifestyle brand hugely popular with conservatives, has some choice words to describe part of its customer base. https://t.co/BxTpq0kfQY pic.twitter.com/mbdrBSpwGs
— Andy Ngô ????️???? (@MrAndyNgo) July 16, 2021
Try This Awesome Coffee Brand: American Pride Roasters
We’re going to highlight another Pro-American Coffee brand that needs some support and love. Meet American Pride Roasters from Des Moines, IA. They bring Historically Great Coffee straight to your mailbox. Most blends trace their roots to a great American historical figure or to hosts on MoJo5.0 an affiliated libertarian-talk radio network.
America Pride Roasters (or APR Coffee as it’s also known) does exactly what they’re supposed to do: make a fantastic cup of American Coffee without the culture war complications.
