About Us

Black Rifle Coffee Company was built on the belief that great coffee should reflect the same standards of dedication, discipline, and purpose that define a life of service. From its earliest days, the company set out to create more than a line of premium roasts. Its goal was to build a brand that represented resilience, independence, and a strong sense of community. Every product is developed with careful attention to detail, combining quality craftsmanship with a mindset shaped by experience, hard work, and commitment.

The company was founded in 2014 by former U.S. Army Green Beret Evan Hafer, whose background in military service helped shape the values behind the business. What began as a simple idea—to provide bold coffee and support like-minded communities—quickly grew into a nationally recognized brand. From the start, the focus was never solely on business growth. Instead, the company was driven by the desire to create something genuine that reflected the founder’s personal values and experiences. That sense of authenticity continues to define the brand today.

At the heart of the company is a deep commitment to the veteran community. Many members of the team have military backgrounds, and the company has consistently emphasized creating opportunities for veterans transitioning into civilian life. The skills developed through military service—discipline, leadership, accountability, and teamwork—are seen as valuable strengths that continue to matter beyond active duty. By providing career opportunities and long-term support, the company aims to help veterans build meaningful futures while continuing to contribute in impactful ways.

Black Rifle Coffee Company also places significant emphasis on storytelling and content creation. Rather than limiting itself to traditional product marketing, the brand has built a strong media presence that reflects its distinctive voice and culture. Through podcasts, digital shows, social media, and written content, the company shares stories that blend humor, adventure, and real-world experience. The tone is energetic, direct, and often unconventional, helping the brand connect with an audience that values honesty, personality, and a sense of humor.

This commitment to storytelling expanded further in 2018 with the launch of Coffee or Die Magazine. Created as a journalism platform, Coffee or Die focuses on covering stories that often receive limited attention from mainstream media. Its reporting includes military affairs, global conflicts, first responder stories, and important social issues. The publication aims to highlight perspectives from the field and provide thoughtful reporting grounded in firsthand experience. This extension of the brand reflects a broader commitment to truth, service, and meaningful storytelling.

In addition to Coffee or Die, the company introduced Free Range American in 2020, a media platform focused on outdoor culture and self-reliant living. This project explores topics such as hunting, fishing, travel, history, and outdoor adventure. It celebrates a lifestyle centered on exploration, hard work, and appreciation for the natural world. Through articles, videos, and other content, Free Range American connects with audiences who value freedom, practical skills, and life beyond the ordinary.

While media and storytelling play an important role, the company’s foundation remains rooted in coffee. Each roast is crafted to deliver bold flavor and consistent quality, with a focus on meeting the expectations of customers who appreciate premium products. The brand’s coffee is designed to fit into the routines of people who start early, work hard, and value reliability. Whether it is part of a demanding workday, an outdoor trip, or a quiet morning at home, the product is positioned as a dependable part of daily life.

Ultimately, Black Rifle Coffee Company has grown into more than a beverage brand. It represents a broader culture built around perseverance, service, community, and authenticity. By combining quality coffee with veteran support, original media, and a strong sense of identity, the company has created a brand that resonates far beyond the cup. Its mission continues to center on bringing people together, supporting meaningful causes, and delivering products and stories that reflect purpose, character, and commitment.