Black Rifle Coffee controversies
Controversies tied to this brand in public sources. A listing is not a finding of fault.
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2022
Dallas Cowboys partnership timing controversy
The Dallas Cowboys’ announcement of a BRCC partnership one day after the Highland Park parade shooting drew criticism because of the timing. BRCC said the announcement had been planned for the Independence Day holiday and that the partnership discussions predated the shooting.
2021
Association with far-right political imagery
BRCC logos and merchandise appeared in connection with Kyle Rittenhouse and among some participants in the January 6 attack on the U.S. Capitol. The company faced criticism and sought to distance its brand from far-right politics and extremist associations.
2020
Black Rifle Coffee Company denies sponsoring or having a relationship with Kyle Rittenhouse
Company response
After a social media photo showed Kyle Rittenhouse wearing a shirt bearing the company logo, Black Rifle Coffee Company stated that it did not sponsor him and had no relationship with him. The company also clarified that its sponsorship of Blaze Media was continuing. The statement addressed the public association created by the image and distinguished it from any sponsorship or other relationship with Rittenhouse.
After a company-logo shirt worn by Kyle Rittenhouse appeared in a social media photo, Black Rifle Coffee Company stated that it did not sponsor him and had no relationship with him. The company also clarified that its sponsorship of Blaze Media was continuing.
Company response
Clarification — Black Rifle Coffee Company
After clarifying the company’s continuing sponsorship of Blaze Media, she added: “Our concern is that use of the discount code in the post did not reflect our values.
Source excerpt
The company did, however, officially state that it does not sponsor and does not have any direct connection with Rittenhouse, who was released Friday after supporters raised his $2 million bail.
After clarifying the company’s continuing sponsorship of Blaze Media, she added: “Our concern is that use of the discount code in the post did not reflect our values.
2018
Deleted immigration-ban endorsement
The company attracted criticism for a since-deleted blog post supporting then-President Donald Trump’s proposed immigration restrictions affecting several Muslim-majority countries.
2017
Political Starbucks comparison campaign
BRCC’s veteran-hiring campaign used imagery and language contrasting the company with Starbucks and was criticized as politically provocative and misleading about Starbucks’s employment of veterans.