Black Rifle Coffee shoot themselves in the foot…

Black Rifle Coffee called supporters of Kyle Rittenhouse ‘repugnant’ and labeled Proud Boys as ‘racists.’ “It’s like the worst of American society, and I got to flush the toilet of some of those people."

From their glossy writeup in the NYT:

“You can’t let sections of your customers hijack your brand and say, ‘This is who you are,’” Best told me. “It’s like, no, no, we define that.” The Rittenhouse episode may have cost the company thousands of customers, but, Hafer believed, it also allowed Black Rifle to draw a line in the sand. “It’s such a repugnant group of people,” Hafer said. “It’s like the worst of American society, and I got to flush the toilet of some of those people that kind of hijacked portions of the brand.” Then again, what Hafer insisted was a “superclear delineation” was not too clear to everyone, as Munchel’s choice of headgear vividly demonstrated.