I’ve wanted to try black rifle, but the price point is too high.
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I might recommend looking into Blackout Coffee over Black Rifle. BRCC cause a bit of a stir a couple of years back when it came out that their CEO (Evan Hafer) and a handful of others donated to Obama (allegedly on a bet), Act Blue, and a few other leftist organizations. That and personally I find that one of their spokesman, Matt Best, is bit of an ass with juvenile humor tailored towards “bro vets”.
Black Rifle are lifestyle brand posers. If you vet-owned coffee, try Stocking Mill.