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(AP Photo/Allen G. Breed, File) Last week, the CEO of Black Rifle Coffee, Evan Hafer, gave a long-form interview to Jason Zengerle for the New York Times Magazine . I don’t know what he expected to achieve by the exercise, but I’m pretty certain that what he accomplished represented a significant deviation from the plan.
The piece framed Black Rifle Coffee as a “Starbucks for conservatives” and promoted the piece by saying that the company was trying to distance itself from some of its customers. Note that Black Rifle Coffee retweeted this tweet and that usually means that the tweet met with the approval of the person sending it: Black Rifle Coffee, which offers an AK-47 Espresso blend, has explicitly presented itself as a troll-y, MAGA alternative to Starbucks. The company doubled its sales last year. It’s also trying to distance itself from some of its new customers. https://t.co/SX1RWupqsS — The New York Times (@nytimes) July 14, 2021 Then the article proceeded with some newsworthy quotes by Hafer that Andy Ngo helpfully passed along. “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 The pushback from the right was pretty amazing; you can read my take on the brew-ha-ha, sorry, brouhaha here Is Black Rifle Coffee About to Throw Its Customer Base Under the Bus for Fun and Profit? Things got heated on Twitter, and some interesting people ended up blocked by Black Rifle Coffee’s social media flunkies. Lmao what a bunch of soft wankers pic.twitter.com/6ykxieEpoT — Raheem J. Kassam (@RaheemKassam) July 18, 2021 Here’s something I never expected… Amusingly, I was the guy telling my con friends, furious at #BlackRifleCoffee ‘s perceived betrayal of its customers by dancing like organ grinder monkeys for the mainstream media, to give BRCC a chance to tell us its side. I guess it has. pic.twitter.com/7dymLxELvi — Kurt Schlichter (@KurtSchlichter) July 18, 2021 One of the more interesting revelations was that Hafer […]
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JD Rucker – EIC