Black Rifle is a pro-gun rights, pro-military, pro-Trump coffee company.
As Trump supporters destroy their Keurig coffee makers to protest the brand pulling advertising from Sean Hannity's show, many on the right are promoting a new coffee brand.
"I'm so so buying this coffee," Sean Hannity wrote on Twitter on Sunday, quote-tweeting an ad promoting Black Rifle Coffee Co.
"Great coffee, great guys and great Americans," Donald Trump Jr. tweeted Monday morning. "I’ve had the chance to meet and hang out with them. Try it."
Black Rifle Coffee Co. (BRCC) calls itself the "premium conservative coffee company," selling coffee blends, monthly-coffee-club subscriptions, and java-centric apparel and gear. The company has made its name by aggressively opposing what BRCC calls "anti-American" messages that dominate the coffee industry.
In February, BRCC made headlines by promising to hire 10,000 veterans when Starbucks announced plans to hire 10,000 refugees, after President Trump's executive order barring many refugees of majority-Muslim countries from entering the US.
"Hipsterbucks brews burnt, bulls--- coffee and they add a bunch of sugar, foam, cream and sprinkle a side of other bulls--- on the top to mask the taste of S---," reads a post on the company's blog about the immigration ban.
"Mixed into each cup comes a convoluted ingredient of anti-American and anti-constitutionalism fluff that has seemed to further the entitlement of the millennial generation."
BRCC is a military-veteran-owned company, founded by Evan Hafer after he served in Iraq and Afghanistan. The company says it puts its values front and center, staunchly supporting the military, law enforcement, and Second Amendment rights.
BRCC coffees include roasts such as "F--- Hipster Coffee," "Silencer Smooth," and "Better Than a Blowj--" (which isn't currently available).
Outside of coffee, customers can buy a "Make Coffee Great Again" hat or gear with semiautomatic rifles printed on them.
"Founded on the principles which made this nation great, we strive to emancipate the conservative American from corporate coffee," BRCC's website says. "More than a product and more than a company, we are a culture. A culture full of motivated men and women who roll up their sleeves and get the job done."