Since it’s publication on July 14th, a New York Times article interviewing key members of Black Rifle Coffee Company has continued to generate a palpable backlash from the group’s customers who have since taken to social media to proclaim their cut in support for the conservative fire brand.
The visceral backlash from the NYT article comes as dubitable comments made by company founder Evan Hafer have alienated conservative patrons suggesting that company members are propounding socio-political opinions from positions of ignorance — then back tracking to save face. The subsequent three weeks have seen an attempt by company leaders to revise the record, however their public rebuttal has been characterized in right wing media as bizarre, slow, unconvincing, and a backstabbing affront to conservative values.
For their part, it could be argued that the company is simply inept when handling controversy due to lack of experience. However, given the opportunistic and somewhat liberal leaning beliefs of certain founding members perhaps the ire from the conservative community is warranted — or perhaps not. Either way, commenting that Kyle Rittenhouse supporters should be “flushed down the toilet” was definitely out of line.
Unfortunately we don’t yet know if the Times’s article was characteristically disingenuous “fake news” or not because the argument is hearsay. While Black Rifle Coffee claims it was fake news as usual, the Times stands by it’s reporting.
If the offensive comments were indeed taken out of context and wouldn’t be offensive at all with proper context, none of us will know until an entire uncut transcript of the interview is released to vindicate the company. That is, if it’s ever released. I really must stress the “if” here.
Content creator Jeremy Hambly over at “The Quartering” notes that BRCC’s defense of “fake news” over the Times’ article was suspicious because the company blithely disseminated the article over it’s social media platforms. It wasn’t until the article drew swift condemnation with customers vowing to never again buy their products that company leaders booked an explanatory segment five days later with Dana Loesch to revise their position.
Maybe it was bad timing, or perhaps it was an intentional publicity stunt — either way it undercut the credibility of any assertion that the company’s true beliefs were misconstrued in the article which they purport to be disingenuous. It ended up looking like a damage control tour to stem self inflicted bleeding rather than a genuine casualty of the culture war’s militarized propaganda machine.
Without context even being needed, it appears that Black Rifle doesn’t seem to understand that their base is primarily comprised of conservatives to the majority exclusion of liberals. With the two diametrically opposed value systems within the country becoming more polarized by the day, Black Rifle by virtue of their pro-second amendment/pro-America branding image has nested them solidly within the conservative political wing from the company’s inception. By default their consumers have an expectation of political proclivities.
Curiously, during the interview Mr. Hafer states “What I figured out the last couple of years is that being really political, in the sense of backing an individual politician or any individual party, is really f**king detrimental.” That’s a statement that needs no context.
What Mr Hafer’s statement clearly demonstrates is that he may not grasp that the political battlefield affects every day life in a very tangible way. Supporting particular politicians may very well determine how tyrannical our government is allowed to become.
What would truly be detrimental is if the anti-American liberals are allowed to go down the anti-second amendment road and we all end up in some permutation of a socialist state. The point is, if Democrats want to regulate firearms until it’s illegal to even discharge one, and Black Rifle Coffee is of the opinion that guns are great, then they have just taken up a political position without the intention of doing so.
For a company that is heavily steeped in pro-American and pro-second amendment vestiges, to say that taking a political side is detrimental to the company is incredibly self serving and short sighted. The Post Millennial contended that “these types of statements may erode Black Rifle’s hard-won customer base’s loyalty.” I suppose that only time will tell.