Social media users are asking if Black Rifle Coffee and their CEO Evan Hafer stand by what the company previously said about 18-year-old Kyle Rittenhouse, now that the teen has been found not guilty on all charges Friday.
But now at the time of writing, the company hasn't commented on the verdict. The company's Twitter page greets consumers with the following pinned video instead:
For the content of the video itself, it's seemingly trying to parody the state of the US military succumbing to far-left ideological dogma. But some might call that a generous description since there's not really any comedy whatsoever.
Instead, it's a directionless so-called "fashion show" where male onlookers get horny looking at other men in strip club-tier costumes walking the runway for two minutes. The promotional Twitter video doesn't even mention coffee.
Dozens of critics in the replies to the video are reminding the Black Rifle Coffee's official Twitter account that Kyle Rittenhouse was found not guilty.
"Y'all just gonna ignore the verdict and hope it goes away, huh? Good plan, PR team," a Twitter user quipped, adding to the growing ratio.
"Rittenhouse not guilty and ratio," another tweeted.
"Gooooooo Kyle and #BoycottBlackRifle," a tweet reads.
"Not Guilty! Cancelled my subscription and will never order again!!!"
"Not Guilty, cope, enjoy less money. I will never purchase from you," another tweet with hundreds of likes eclipsed Black Rifle Coffee's post.
The Rittenhouse-Black Rifle Coffee drama started back in November 2020 when podcast host Elijah Schaffer of The Blaze tweeted out a photo of Rittenhouse saying he "drinks the best coffee in America," referring to the shirt he was wearing.
(The Black Rifle Coffee shirt was picked up at a Bass Pro Shop by the people who sprung Rittenhouse out of jail after meeting bail.)
It led to the CEO of Black Rifle Coffee publicly distancing himself from Kyle Rittenhouse completely.
Fast forward to July 2021 and Black Rifle Coffee attempted to rehabilitate their image. The New York Times interviewed the company's founders, with the opening paragraphs using the Capitol riot as a jumping off point for the discussion.
The same piece happened to describe how the Black Rifle Coffee brand gained its success off the backs of Trump supporters, and essentially this is the corporate media's framing for the apparent "dilemma" for the brand.
The closing of the piece has Black Rifle Coffee company CEO ranting about the people who supported Kyle Rittenhouse. "It's such a repugnant group of people. 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," said Hafer.
Even if Black Rifle Coffee changed their minds about how they handled the Kyle Rittenhouse situation, the damage to consumer trust will still last forever.