
Black Rifle Coffee Company (BRCC) combines high-quality coffee with a focus on patriotism and support for veterans, active-duty military, and first responders.
Founded in 2014 by former U.S. Army Green Beret Evan Hafer, BRCC has quickly gained recognition for its bold roasts like the AK-47 Espresso Blend and convenient ready-to-drink options such as the Espresso 300 Triple Shot.
In this review, we will explore Black Rifle Coffee's product quality, flavor profiles, and unique branding approach. We'll highlight the brand's strengths, including its commitment to community and veteran support, as well as address some limitations, such as pricing and availability.
The review will also compare BRCC with similar specialty coffee brands, providing a clearer perspective on its market position. We will also analyze customer feedback and evaluations to offer an honest assessment of how Black Rifle Coffee performs in the eyes of its consumers.
Black Rifle Coffee Company (BRCC) is a veteran-founded and operated specialty coffee brand established in 2014 by the former U.S. Army Green Beret Evan Hafer. It claims to import high-quality coffee beans from renowned coffee-growing areas such as Guatemala and Brazil, carefully selecting beans that meet its strict standards for excellence. Their coffee portfolio spans a variety of roast profiles, including light, medium, dark, and extra-dark roasts.
As per the official website, Black Rifle Coffee's signature blends include the bold AK-47 Espresso Roast, Coffee or Die Roast, Gunship Roast, Silencer Smooth Roast, and many others, which could cater to diverse taste preferences.
BRCC also provides a variety of product formats such as whole beans, ground coffee, single-serve Keurig-compatible pods, bulk coffee, on-the-go coffee pouches, and ready-to-drink beverages like the Espresso 300 Triple Shot.
Black Rifle Coffee also offers the Exclusive Coffee Subscription (ECS), which features rare and limited-supply micro-lot coffees hand-selected from sustainable farms worldwide. This subscription is highly sought after, with limited slots opening monthly for new members.
BRCC's Coffee Club subscription service allows you to customize deliveries based on roast preferences, quantity, and frequency. Subscribers can enjoy perks like free shipping, discounted pricing, and access to exclusive products and partner-brand discounts from companies such as Vortex Optics, Federal Ammunition, and Eberlestock. The brand also provides apparel and gear, including shirts, hoodies, hats, mugs, tumblers, stickers, patches, and other accessories, some available through subscription options.
Black Rifle Coffee also produces content through platforms like Coffee or Die Magazine, a news and lifestyle publication that reports on military and veteran stories, coffee culture, and current events with a mix of in-depth journalism and military satire.
The Black Rifle Coffee Company Coffee Club is a subscription service that allows you to receive your favorite coffee regularly and conveniently, with significant savings. You get 40% off your subscription orders by joining the club, making it a cost-effective way to enjoy premium coffee without needing to reorder constantly. Veterans receive an extra 10% discount on top of the 40%, verified through ID.me, showing the company's commitment to supporting the veteran community.
When you sign up for the Coffee Club, you begin by choosing your preferred roast level. The club offers three main roast profiles, including light, medium, and dark. Light roasts emphasize herbal, fruity, and citrus notes, offering a bright and vibrant flavor experience. Medium roasts have tasting notes leaning towards spice and milk chocolate, delivering a balanced and smooth cup. Dark roasts highlight smoky, earthy flavors with hints of dark chocolate, suitable for people who prefer a bold and rich coffee. This choice ensures that every member can customize their subscription to match their taste preferences.
As per the official website, the subscription process is straightforward and user-friendly. First, you select the roast that fits your taste. Next, you choose the delivery frequency that works best for your coffee consumption, whether that's weekly, biweekly, or monthly. You can also select the quantity, typically in 12-oz bags, to fit your needs. After placing your order, your coffee is shipped free of charge directly to your door on the schedule you set, removing the hassle of remembering to reorder. Throughout your subscription, you have full control to easily modify your flavor choices or delivery intervals through your account, ensuring your coffee supply always matches your preferences and lifestyle.
You can also enjoy free shipping on every order, which adds extra value to the subscription. The service allows you to easily adjust your flavor choices or delivery frequency as needed, so you're never stuck with coffee you don't want or more than you can use. Another important feature is that you can cancel anytime, giving you full control without long-term commitment or penalties. The brand states that upon joining, you also get instant Gold+ loyalty status, unlocking exclusive discounts and rewards as part of the club's loyalty program.
The Gold+ loyalty status offers members access to exclusive discounts on future purchases, early notifications on new products, and special promotions only available to club subscribers. These perks enhance the value of the Coffee Club, rewarding loyal customers while encouraging ongoing engagement with the brand.
The Exclusive Coffee Subscription by Black Rifle Coffee is a premium coffee-of-the-month club that delivers a carefully chosen, rare roast each month from top farms around the world. This means you get a fresh, exotic coffee experience regularly without having to search for specialty beans yourself. Each shipment includes whole-bean coffee, allowing you to grind it fresh at home for the best flavor.
As per the official website, you need to pay $27 per month and receive unique micro-lot coffees, such as the Army 250, a Nicaraguan roast with nutty, chocolate, and berry notes created to honor U.S. Army veterans. Every delivery comes with specially designed packaging and a matching sticker, adding an exclusive and collectible element to your coffee experience.
Black Rifle Coffee Company's Light Roast category offers a broader range that caters to different preferences and brewing styles, each with distinct characteristics influenced by roast level and processing.
The Silencer Smooth Roast, priced at $15.99 as ground coffee, delivers a mellow and smooth flavor. Light roasts like this retain more of the original bean's chlorogenic acids and antioxidants compared to darker roasts, which can contribute to a brighter taste and potentially more fitness benefits, including anti-inflammatory properties.
Similarly priced at $15.99, the Gunship Roast is another ground coffee that offers a bright and clean flavor. Light roasting preserves higher levels of caffeine and natural acids, which often results in more complex and vibrant flavor profiles, as well as a slightly higher caffeine content per scoop compared to darker roasts.
For those interested in variety, the Light Roast Coffee Bundle by Black Rifle Coffee, priced at $40.77 (discounted from $47.97), provides a mix of light roast offerings, allowing you to experience the nuanced flavors that result from minimal roasting, which typically occurs at temperatures between 356°F to 401°F (180°C to 205°C). This roasting range is critical because it avoids the chemical breakdown seen in darker roasts, preserving the bean's natural sugars and aromatic compounds.
The Complete Mission Fuel Kit at $54.37 offers a comprehensive set of light roast options made for people who want to explore a range of light roast coffees. The lighter roast preserves volatile organic compounds that contribute to fruity and floral notes, often lost in darker roasting.
Black Rifle Coffee Company's Light Roast option features single-serve options, including Silencer Smooth Rounds, which come in a 12-count pack for $11.99, and Loyal Spirit Rounds, offering 22 pods at $19.99. These pod formats maintain freshness and provide convenience, with the light roast inside benefiting from less caramelization, meaning the flavor compounds remain more vibrant and less bitter.
For bulk buyers, both Gunship Roast and Silencer Smooth Coffee Roast are available in 5-pound bags for $74.99 each. Bulk purchasing could be suitable for frequent coffee drinkers and emphasizes the freshness that light roasts require, as they tend to oxidize faster than darker roasts due to higher residual moisture and organic compound content.
Medium roast coffee may strike a balance between the acidity found in light roasts and the bitterness common in dark roasts, resulting in a smoother, more nuanced cup that retains much of the coffee's original aroma and flavor compounds. This is due to the roasting process, where beans are said to be roasted to an internal temperature between approximately 410°F to 428°F (210°C to 220°C), allowing the development of complex flavors while preserving some of the natural caffeine content.
As per the Black Rifle Coffee website, their medium roast features Just Black Roast, Freedom Roast, and AK-Espresso Roast, which are priced around $15.99 for a 12 oz ground bag. These blends deliver a moderate caffeine level, typically around 80 to 100 mg per 8-ounce cup, slightly less than light roasts but more than dark roasts, and a balanced flavor that appeals to everyday drinkers. Just Black Roast also comes in larger bulk options, such as a 5 lb bag ($74.99), suitable for heavy coffee consumption or commercial use, where freshness and consistent flavor retention are maintained by vacuum-sealed packaging that reduces oxidation.
Flavored medium roasts, including Vanilla Coffee Roast and Hazelnut Coffee Roast ($16.99 each), offer aromatic profiles enhanced by natural and artificial flavor compounds that complement the medium roast's inherent sweetness and mild acidity.
Decaffeinated options like Just Decaf Coffee Roast and its coffee rounds by Black Rifle Coffee maintain the flavor profile of medium roasts but have reduced caffeine levels, often achieved via processes like the Swiss Water Method, which uses water and osmosis to gently extract caffeine without chemical solvents, preserving antioxidants and flavor integrity.
The range also includes single-serve coffee rounds (pods), like Just Black Coffee Rounds and Freedom Roast Coffee Rounds, typically priced at $11.99 for 12-count packs. These pods use precise portioning and airtight sealing technology to maintain freshness and flavor consistency. Larger quantity options, such as Spirit '76 and Kodiak Attack rounds, come in 22-count boxes ($19.99), suitable for high-volume or office environments.
Bundles like the Medium Roast Bundle ($40.77) and Medium Roast Rounds Bundle ($30.57) offer economical ways to experience a variety of medium roast flavors, using the science of flavor blending and roast profiling to provide a balanced coffee-tasting experience.
The brand also provides Ready-to-Drink (RTD) coffee in flavors such as Caramel Vanilla and Vanilla Bomb, which are bottled in aseptic packaging that helps preserve freshness and aroma without refrigeration, delivering approximately 120 mg of caffeine per 8-oz serving for a convenient energy boost.
For fast and easy preparation, instant coffee sticks (e.g., Vanilla Instant Coffee Sticks, Just Black Instant Coffee Sticks) are available in 8-count packs for $8.98 by Black Rifle Coffee.
Instant coffee is produced by freeze-drying or spray-drying brewed coffee, a process that retains much of the original flavor compounds and antioxidants, offering a quick yet flavorful coffee option with slightly lower caffeine content.
Black Rifle Coffee Company's Dark Roast lineup offers a range of bold, intensely flavored coffees roasted to bring out deep, smoky, and rich characteristics.
Dark roasting involves roasting the beans at high temperatures (around 465°F to 480°F), which develops strong caramelization and Maillard reaction compounds. This process reduces acidity and highlights flavors like dark chocolate, toasted nuts, and smoky undertones, creating a full-bodied and smooth coffee experience.
The brand's key products under this roast include Blackbeard's Delight Roast, a dark roast known for its smoky flavor and smooth finish, available as a 12-oz ground bag for $15.99 or as 12-count coffee rounds for $11.99. Another signature offering is the Beyond Black Roast, one of the darkest blends, delivering intense flavor notes of dark chocolate and caramelized sugar, available as a 12 oz ground bag ($15.99), a 5 lb bulk bag ($74.99), and in coffee rounds.
The Murdered Out Roast is a limited edition with a deep, smoky profile, priced at $16.99 per 12-oz ground bag. The Freedom Fuel Roast offers a classic, bold, dark roast experience at $15.99 per 12-oz bag and is also sold in 12-count coffee rounds. The Tactisquatch Roast provides an intense dark roast flavor, available as a 12 oz ground bag ($15.99), coffee grounds, and gift bundles.
These dark roasts come in several formats, such as 12 oz bags of ground coffee suitable for drip, French press, or pour-over brewing, single-serve coffee rounds for convenience and freshness, and bulk 5 lb bags for heavy use. Gift bundles like the Dark Roast Bundle ($40.77) combine several favorites, while the Complete Mission Fuel Kit ($54.37) offers a premium selection of dark and medium roasts along with accessories.
Black Rifle Coffee offers a diverse lineup of convenient Ready To Drink espresso and energy beverages that are said to be made from 100% Colombian coffee beans. They offer rich, balanced flavors developed in high-altitude growing areas that slow bean maturation and enhance complexity. This collection includes options such as Espresso Cream (Espresso With Cream), Espresso Mocha, Vanilla Bomb, Salted Caramel (Espresso Salted Caramel), Rich Mocha, and Caramel Vanilla, each designed to deliver bold flavors with a caffeine boost of 200 mg per 11 fl. oz. can (or 300 mg in some “Ready To Drink 300” variants), which could be approximately equivalent to two or more cups of brewed coffee, providing strong yet manageable energy for active consumers on the go.
The espresso-based drinks, like Espresso Cream and Espresso Mocha, balance bold, coffee-forward flavors with moderate sweetness and comparatively lower sugar content than many other ready-to-drink coffees. They contain around 23 grams of total sugars, including 14 grams of added sugars, supplying quick energy while avoiding excessive sugar intake that could contribute to metabolic issues like insulin resistance and inflammation. These drinks are gluten-free and notably include 7 grams of protein per serving, an uncommon feature in many coffee beverages, which may support muscle repair, immune function, and overall cellular health.
As per the official website, the espresso-based drinks by Black Rifle Coffee provide about 170 calories, primarily from 30 grams of carbohydrates, 2 grams of fat (which include 1.5 grams of saturated fat), and protein, maintaining nutritional balance.
Micronutrients are another strength of these drinks, delivering calcium (247 mg, approximately 15–20% of the daily value), vitamin A (130 mcg), vitamin C (29 mg), and vitamin E (2 mg). Calcium may support bone strength and muscle function, while vitamins A, C, and E provide antioxidant protection against oxidative damage linked to aging and chronic diseases like cardiovascular conditions and cancer.
The makers state that caffeine in their Ready To Drink varieties may act as a natural stimulant, which may function by blocking adenosine receptors in your brain. This reduces fatigue and enhances alertness, focus, and cognitive function. The standard 200 mg caffeine dose found in most cans (and 300 mg in select “Ready To Drink 300” flavors like Vanilla Bomb, Rich Mocha, and Caramel Vanilla) could effectively boost mental energy without typically causing the jitters associated with excessive caffeine intake.
Black Rifle Coffee also offers a line of Black Rifle Energy drinks, available in flavors such as Wild Frost, Freedom Punch, Project Mango, and Ranger Berry. These energy drinks provide additional caffeine options for people seeking flavorful energy boosts in a convenient canned format. These Black Rifle Coffee Ready To Drink espresso and energy options provide a flavorful, energizing, and nutritionally supportive experience.
However, they contain dairy ingredients and moderate sodium (220 mg per serving), so they are not suitable for those with milk allergies, lactose intolerance, or individuals carefully monitoring sodium intake.
Black Rifle Coffee Company (BRCC) has significantly expanded beyond its direct-to-consumer roots with a robust offline and retail presence.
As of 2025, BRCC operates 16 company-owned retail “Outposts” in states including Texas, Tennessee, Utah, Arizona, Alabama, and Oklahoma.
BRCC has achieved widespread national distribution, with products available at major retailers like Walmart, Bass Pro Shops, and Cabela's, as well as in select grocery stores. These outlets offer core product lines such as ground coffee and ready-to-drink cans, allowing for easy access without shipping delays.
This hybrid strategy, combining e-commerce, big-box retail, and branded coffee shops, enhances customer convenience, increases brand visibility, and helps BRCC reach a broader audience beyond its core online consumer base.
The Outposts, in particular, serve as immersive brand environments, offering freshly brewed drinks, merchandise, and community engagement, which deepen brand loyalty and expand Black Rifle Coffee's cultural footprint.
Black Rifle Coffee's product line includes over 15 unique roasts available in whole bean, ground, Keurig-compatible pods, and ready-to-drink cold brews. It also offers tactical-themed gear, such as mugs shaped like grenades, branded apparel, gun-cleaning mats, and even ammo-can gift boxes. The company's coffee subscription service allows customers to select the roast type, grind level, and delivery frequency, helping maintain recurring monthly revenue and customer stickiness.
Black Rifle Coffee was founded in the year 2014 by Evan Hafer, a former U.S. Army Green Beret with deployments to Iraq and Afghanistan. Over 50% of BRCC's staff are veterans, making it one of the few coffee companies with a workforce mission-aligned to its brand ethos. BRCC has pledged to hire 10,000 veterans, and it actively supports nonprofit partners such as the Boot Campaign and Special Operations Warrior Foundation. This strong military alignment is not only a marketing differentiator but also a recruiting and community-building strategy.
While Black Rifle Coffee's unapologetic patriotic and pro-military stance builds loyalty among conservatives and veterans, it can simultaneously alienate some liberal, moderate, and international consumers. This polarizing brand identity has created volatility in public perception, especially when political events intersect with marketing or media narratives involving the brand. Black Rifle Coffee's future growth can depend on how it balances authenticity with efforts to broaden its appeal without alienating its core consumers.
Black Rifle Coffee Company's heavy reliance on its veteran-themed branding rather than product innovation limits its ability to stand out in the highly commoditized coffee market. Since coffee is a common product with many similar options available, BRCC's competitive advantage depends largely on its brand story. This focus can restrict long-term growth because evolving consumer preferences increasingly demand unique flavors, ethical sourcing, and specialty products. Without diversifying and innovating its product line, the brand risks losing relevance beyond its core audience, making it harder to expand and sustain a competitive position in the broader coffee industry.
Alpha Coffee and Black Rifle Coffee Company (BRCC) are two veteran-founded coffee brands rooted in military values, premium roasts, and a strong sense of mission. While both serve coffee and purpose in equal measure, they differ significantly in brand tone, marketing approach, product variety, and cultural positioning.
Alpha Coffee was founded by Lieutenant Colonel (Ret.) Carl Churchill and his wife, Lori Churchill. The brand's mission is built on four parameters, including “Awesome Coffee,” “Be a Warrior,” “Have Fun,” and “Give Back.” These values are embodied through initiatives like “Grounds for Good,” a program that donates a portion of profits to veteran support, environmental causes, and community organizations, and “Coffee for Troops,” which ships free coffee to deployed military members.
Their product line includes premium, ethically sourced blends such as Warrior Select- Adventure Blend Coffee (16 oz for $19.95), Smooth Operator- Espresso Blend (16 oz for $19.95), Charlie Don't Surf- Kona Blend (16 oz for $21.95), and Dawn Patrol- Breakfast Blend (16 oz for $19.95).
Alpha Coffee offers World Origin Coffees, Instant Coffee, Kilo-Cup Coffees compatible with Keurig machines, and Sample Packs. Non-coffee offerings include cocoa, creamers, snacks, and a variety of branded merchandise like drinkware, apparel (tees, hoodies, hats, beanies), coffee storage solutions, and e-gift cards.
In contrast, Black Rifle Coffee Company (BRCC) was launched by former Green Beret Evan Hafer and quickly rose to national prominence with its bold, unapologetically patriotic messaging. The company's stated mission is to “serve coffee and culture to people who love America,” and it actively champions the employment of veterans, pledging to hire 10,000 veterans nationwide. BRCC consistently supports the military, law enforcement, and first responder communities, positioning itself as a lifestyle brand with deep cultural resonance among conservative and patriotic consumers.
Black Rifle Coffee Company offers an expansive coffee catalog that includes whole bean, ground, single-serve pods, ready-to-drink cans, instant coffee pouches, and limited-edition micro-lot roasts. Their coffee selection is tailored by roast level, ranging from light roasts like Silencer Smooth, medium roasts such as Just Black, to dark roasts like Beyond Black, each boasting distinct tasting notes from citrus and milk chocolate to smoky and dark cocoa profiles.
The Exclusive Coffee Subscription ($27.00/month) delivers unique, micro-lot coffees sourced globally, like the “Army 250” roast, made with Nicaraguan beans from Jinotega, which features nutty aromas, chocolate and berry notes, a cupping score of 86, and medium body with vibrant acidity. This curated experience also includes custom stickers and themed packaging, appealing to collectors and aficionados alike.
Invader Coffee is based in Austin, Texas, and emphasizes ethically sourced, 100% Fair Trade-certified beans. They use a unique air roasting method, which removes burnt chaff to deliver a smoother, less acidic coffee. BRCC, on the other hand, is veteran-founded and veteran-focused with a broader mission that includes supporting veterans, first responders, and law enforcement through entrepreneurship and hiring.
While Black Rifle Coffee does not specifically highlight Fair Trade certification or air roasting, they offer traditional roasts with a range of flavor profiles from light to dark.
Invader Coffee primarily focuses on premium air-roasted coffee blends, available in whole bean, ground, and K-Cup forms. Their coffee lineup is divided mainly into medium and dark roasts, featuring blends like the Lucky B Irish Whiskey Blend, Authentic Mexican Chocolate Blend, and The Outsider Blend, with flavor notes ranging from dark chocolate and brown sugar to molasses and fruit. Invader also sells merchandise and accessories, but their coffee product range is relatively narrow and focused.
Black Rifle Coffee offers a wider variety of coffee products, including light, medium, and dark roast options with detailed tasting notes such as herbal, fruity, spicy, nutty, smoky, and dark chocolate flavors. Beyond coffee, Black Rifle Coffee also sells ready-to-drink canned coffee, energy drinks, veteran-themed apparel, and gear, positioning itself as a lifestyle brand.
BRCC provides a comprehensive Coffee Club subscription that offers customers 40% off their subscription orders, with an additional 10% discount for veterans verified via ID.me. Subscribers can select their preferred roast (light, medium, or dark) and enjoy benefits such as free shipping on every order, the ability to change flavors and delivery frequency easily, cancellation anytime, instant Gold+ loyalty status, and exclusive discounts.
Black Rifle Coffee is also launching a premium monthly coffee subscription priced at $27 per month, featuring hand-selected exotic micro-lot roasts and exclusive merchandise.
Invader Coffee, however, does not currently offer a formal subscription service but encourages customers to sign up for special offers and updates. This means customers purchase coffee on a per-order basis without built-in subscription discounts or loyalty perks.
Also Read: Jot Coffee Review: Can It Truly Replace Your Daily Brew?
To assess Black Rifle Coffee Company, we focused on patterns across verified customer experiences, looking at both product satisfaction and service consistency. We evaluated reviews from recent Trustpilot submissions, offering insight into key areas such as the brand's coffee quality, order fulfillment, customer support, brand transparency, and alignment with consumer expectations.
Positive feedback often centers on the taste and strength of the brand's offerings, especially dark roasts, as well as appreciation for the brand's veteran-owned roots. Some customers also note helpful in-store staff and enjoyable café visits.
However, critical feedback reveals recurring issues such as delayed shipments, hard-to-cancel subscriptions, lack of support responsiveness, and confusion or dissatisfaction with the company's political associations. Several long-time buyers reported a decline in service over time, suggesting problems with scaling operations or shifting priorities.
To evaluate Black Rifle Coffee, we looked at several key factors, such as brand history, public reputation, and customer feedback from verified sources like Trustpilot.
Black Rifle Coffee Company was founded by veterans with a mission to serve premium coffee while supporting military, veteran, and first responder communities.
The brand has built a strong identity around patriotism and service, which has helped it grow quickly and earn a loyal following. Its messaging resonates with a specific audience that values its outspoken stance and military roots.
On Trustpilot, Black Rifle Coffee has received a rating of 2.6 out of 5, based on 1,700+ reviews. This score points to recurring problems that go beyond isolated incidents. Many customers report issues with customer service, shipping delays, subscription troubles, and inconsistent product quality. These reviews suggest that the company struggles with execution in areas that directly affect the user experience.
While Black Rifle Coffee presents a compelling story and a strong sense of purpose, its low customer satisfaction rating signals that the overall experience may not meet expectations for many buyers.
Black Rifle Coffee Company distinguishes itself through its bold and robust coffee roasts and also through a strong cultural and mission-driven identity rooted in veteran leadership and support for military and first responder communities.
The brand might appeal to consumers seeking more than just coffee, offering a sense of purpose and community connection alongside its product lineup.
Black Rifle's broad range of coffee formats, which include whole beans and ready-to-drink options, may work for diverse lifestyles, and its bold flavor profiles resonate with people who prefer intense, traditional coffee experiences.
However, the company's transparency around sourcing and sustainability falls short compared to many specialty coffee roasters, with limited information on bean origins or certifications such as Fair Trade or Organic. This, coupled with a flavor profile that tends toward bold and straightforward rather than nuanced or delicate, may not satisfy coffee aficionados seeking complex single-origin options.
Black Rifle's overtly political and cultural messaging, which is central to its identity, can be polarizing, drawing strong support from some while deterring others.
It's also worth noting that several blends, especially the high-caffeine offerings like the CAF line, deliver caffeine levels that exceed typical coffee standards, which could lead to side effects such as jitteriness, increased heart rate, disrupted sleep, and anxiety, particularly in people sensitive to stimulants.
The FDA recommends keeping daily caffeine intake below 400 mg, so potential customers should consider their tolerance and start with milder blends if unsure.
Black Rifle Coffee Company serves a niche market that values bold flavors and a mission-driven ethos. However, people prioritizing sustainable sourcing, nuanced flavor complexity, or a politically neutral brand may want to explore other options.
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