About Us
Black Rifle Coffee Company is more than a coffee brand—it represents a mindset shaped by service, discipline, and a deep appreciation for quality. Founded by individuals with military backgrounds, the company brings a unique perspective to coffee roasting, combining precision, dedication, and a strong sense of purpose. Each batch of coffee is developed with careful attention, reflecting the same focus and commitment learned through years of experience in demanding environments. The goal is simple: deliver high-quality coffee while staying true to values rooted in resilience and hard work.
The company was established in 2014 by former U.S. Army Green Beret Evan Hafer, who set out to create something meaningful beyond traditional business goals. Rather than focusing solely on growth or corporate structure, the vision centered on building strong communities and providing exceptional coffee. Over time, the company has grown into a recognizable name, built on the belief that a great cup of coffee can bring people together while representing something larger than itself.
A defining aspect of the organization is its commitment to the veteran community. Many employees have military experience, and the company actively works to create opportunities for those transitioning into civilian careers. By emphasizing values such as accountability, teamwork, and perseverance, the workplace environment reflects the same principles that guide service members. This approach allows individuals to continue contributing in meaningful ways while building new paths forward.
Beyond its products, the company has developed a strong presence through storytelling and media. Its content reflects a mix of humor, authenticity, and real-life experience, offering a perspective that stands apart from traditional coffee brands. Through videos, podcasts, and written features, the company shares stories that range from lighthearted entertainment to more serious topics, creating a connection with audiences who appreciate both honesty and creativity.
One of its notable media efforts includes Coffee or Die magazine, which focuses on in-depth reporting and storytelling. Launched to highlight stories that may not always receive widespread attention, the publication covers a wide range of topics, including global events, military experiences, and human-interest stories. The goal is to provide meaningful insights and perspectives, supported by a commitment to thorough and thoughtful journalism.
In addition, the company expanded its reach with the creation of Free Range American, a multimedia platform that celebrates outdoor culture, history, and personal freedom. This initiative explores themes such as adventure, self-reliance, and the connection between people and the natural world. It serves as a space for sharing experiences and ideas that resonate with those who value independence and exploration.
At its core, the company is driven by a sense of purpose that extends beyond selling coffee. It aims to support individuals who value hard work, persistence, and community. Whether serving those in demanding professions, early risers starting their day, or anyone seeking a reliable and well-crafted product, the company strives to deliver both quality and meaning in every cup.
The culture surrounding the brand reflects a broader commitment to dedication and progress. It resonates with individuals who take pride in their work, face challenges with determination, and continue pushing forward regardless of obstacles. By combining high-quality coffee with a strong identity and mission, Black Rifle Coffee Company has built a community that goes beyond the product itself, creating a lasting connection with those who share similar values.