Sun, 14 March 2021
If you happened to read the March 12, 2021, edition of The Wall Street Journal, you no doubt spotted the profile of Black Rifle Coffee Company, which reported that sales of its weapons-themed roasts and blends almost doubled in 2020 to $163 million.
That came as no surprise to host and award-winning journalist Dean Rotbart, who first profiled Black Rifle Coffee and its former Green Beret founder, Evan Hafer in 2017. Evan’s vision, then and now, is to appeal to fellow military veterans and 2nd Amendment advocates with brands such as his popular AK-47 Espresso Blend.
Most people take their coffee with sugar or cream. But Evan is undeniable proof that a growing segment of the population like their java with a strong dose of politics stirred in. “I don’t need to be everything to all people,” Evan told the Journal, “We’re going for roughly half.”
Photo: Evan Hafter, Black Rifle Coffee Company