Evan Hafer grew up in Northern Idaho. His uncle was a Vietnam vet, and his grandfather was a World War II vet, so growing up, he developed a strong sense of patriotism.
After high school, Hafer enlisted in the military, eventually joining the Army’s Special Forces as a Green Beret. He was deployed to Iraq and then worked as a CIA contractor in Iraq and Afghanistan, gaining valuable skills in leadership.
During his time in the military, Hafer discovered a passion for roasting coffee, which he would often make for himself and his fellow soldiers during deployments.
Starting Black Rifle Coffee Company (BRCC)
After returning from his service, Hafer was looking to do something different and saw an opportunity to bring his passion for coffee and marketing through a coffee brand. He started roasting coffee at home in a small, manual roaster, learning the craft through trial and error.
Evan founded Black Rifle Coffee Company in 2014 from his garage.
BRCC was a brand with a message, standing up for veteran communities. Hafer positioned Black Rifle Coffee as a patriotic, pro-military alternative to mainstream coffee brands, which resonated with a niche audience..
Growth and Success
BRCC initially started as an online, direct-to-consumer business. Hafer leveraged his military network and social media to promote the brand, building a strong following quickly. The company’s slogan, “Coffee or Die,” and the distinctive military-inspired branding helped it stand out in a crowded market.
As the business grew, Hafer brought on other veterans, including former Navy SEAL Mat Best, who became a co-owner and public face of the brand. Best was already popular on YouTube for his comedic military-themed videos. He brought more followers to the loyal customer base.
Black Rifle Coffee grew steadily, and by 2016, it had become one of the fastest-growing coffee companies in the United States.
BRCC launched a coffee subscription service called the Coffee Club. This recurring revenue model helped them secure a reliable income stream.
The First Million And Company’s Expansion
Hafer likely made his first million dollars as BRCC’s popularity surged. By 2018, Black Rifle Coffee’s revenue had crossed $30 million, with the brand continuing to grow through e-commerce and social media marketing.
BRCC expanded and started physical coffee shops in various locations and explored partnerships with retailers. BRCC launched ready to drink and iced coffee.
The focus on hiring veterans also attracted media attention, and BRCC gained recognition for his efforts to support the veteran community.
Going Public
In 2021, Black Rifle Coffee Company went public through a merger with SilverBox-Engaged Merger Corp, a special purpose acquisition company (SPAC). The deal valued BRCC at around $1.7 billion.
The public listing helped Hafer grow his wealth significantly, making BRCC one of the most prominent veteran-owned companies in the U.S.
