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The veteran-owned coffee company Black Rifle Coffee has been accused by conservatives of “caving to the cancel culture mob” because of how it handled criticism pertaining to alleged Kenosha shooter Kyle Rittenhouse.
After being bailed out of jail this past Friday, Rittenhouse posed for a photo while wearing a Black Rifle Coffee Company-emblazoned t-shirt.
As the photo went viral on Twitter, outrage and hatred emerged from left-wing zealots who believe without evidence that Rittenhouse is an unrepentant murderer.
One of the conservatives who shared the photo, non-establishment journalist Elijah Schaffer, reportedly included a discount code for Black Rifle Coffee in his tweet. This led to accusations that the company was sponsoring an alleged “murderer.”
The evidence in the case in fact strongly hints at Rittenhouse having been an innocent teen who’d fired in self-defense after being violently attacked by left-wing extremists.
Look at a copy of the viral photo and some of the backlash beneath it:
FREE AT LAST!!!
From L to R:
Attorney John Pierce @CaliKidJMP
THE KYLE RITTENHOUSE
Actor Ricky Schroder @rickyschroder13
Thank you, All Donors.
Thank you, All Patriots.
Thank God Almighty.#FightBack pic.twitter.com/37Ly66itT8— Lin Wood (@LLinWood) November 21, 2020
.@blckriflecoffee do you sponsor Kyle Rittenhouse? pic.twitter.com/BANNyEUiiY
— Sleeping Giants (@slpng_giants) November 21, 2020
Black Rifle Coffee company pretends to care about veterans, while actually supporting terrorists.
It’s perfect brand alignment for the Republican party. pic.twitter.com/9Gr1yR9HUy
— connectpoliticditto. (@cpoliticditto) November 21, 2020
@blckriflecoffee did you really sponsor a murderer??
— what a world (@becausecitrus) November 21, 2020
If you’re sponsoring Kyle Rittenhouse, keep as far from Philadelphia as possible. You won’t be welcomed here.
— Whoa Chris (@Whoa_Chris) November 21, 2020
WTAF this is absolutely wrong and that should be the end of @blckriflecoffee
— REESUS PATRIOT™💙 (@ReesusP) November 21, 2020
The backlash, of which there’s far more than just the few tweets above, seemed to originate entirely with members of the left, i.e., the very types of people not prone to purchase Black Rifle Coffee’s products in the first place.
Launched in 2014 by former members of the U.S. military, the company rose to national prominence in 2017 after it responded to Starbucks’ pledge to hire 10,000 refugees by pledging to hire 10,000 veterans.
Since its elevation to the limelight, Black Rifle Coffee has exuded pure conservative values and has therefore been endorsed by conservatives such as Fox News host Sean Hannity.
After Black Rifle Coffee learned of the the viral photo and the accompanying allegations that it was sponsoring Rittenhouse, it issued a statement clarifying that it’s not sponsoring Rittenhouse and has no opinion on his legal proceedings.
“We do not support legal advocacy efforts. We do not sponsor nor do we have a relationship with the 17-year-old facing charges in Kenosha, WI,” the company said.
“We believe in the integrity of the legal justice system, and support law enforcement officials. We’re grateful for the continued support of the Black Rifle Coffee community and eager to continue serving those who serve.”
But this only set off another round of outrage — this time from conservatives who felt as if the company had “caved” to the left-wing mob.
Look:
F Black Rifle Coffee for caving to the cancel culture mob…never in my life would I think they would…crisis exposes character…
— Timmy “Mac” (@Timmymac214) November 22, 2020
black rifle coffee now losing actual business because they caved to people who would never buy their product anyway and already hated them
— N.P.C. Lovecraft (@AnCapKid) November 22, 2020
So they caved to people on Twitter that don’t even buy their coffee. They’ll soon regret that. Bye Black Rifle Coffee. Guess you are all talk. This kid actually stood up to the mob. You just pretend to for coffee sales.
— Eyes Open (@EyesWideOpen42) November 22, 2020
So Black Rifle coffee had the bullies come after them and they caved. Got it.
— A. Schiffty🎄🦌🎄 (@DesertMonkey4) November 22, 2020
Lol at all these people that would never touch Black Rifle Coffee, threaghtening to never touch Black Rifle Coffee🤡
Even better is finding out @blckriflecoffee caved to appease them. Gotta make that cash cash money. frauds
— BoyHowdy (@DudeMagoo121) November 22, 2020
The company appears to be between a rock and a hard place.
On one hand, it doesn’t want to involve itself in the legal matters of a young man who faces a murder charge. But on the other hand, it doesn’t want to upset its base of conservative fans who believe that young man had acted in self-defense.
It’s not clear how the company will proceed. What’s known is that the narrative about Rittenhouse that’s been peddled by the mainstream media is 100 percent false, as demonstrated by video footage recorded before and during the shootings.
One video from before the shootings shows Rittenhouse explaining why he’d come to Kenosha.
“So people are getting injured. And our job is to protect this business. And part of my job is also to help people. If somebody’s hurt, I’m running into harm’s way. That’s why I have my rifle, because I can protect myself obviously. But I also have my med kit,” he said.
This footage fits with other known information about the teen: Prior to the shootings, for instance, he’d spent his day working as a community lifeguard and later cleaning graffiti from a local public high school.
Another video shows some of what happened during the first shooting, when, while being chased by now-deceased left-wing extremist, convicted child rapist and suspect arsonist Joseph Rosenbaum, Rittenhouse turned around and opened fire, killing him.
Watch all the footage below via Fox News’ “Tucker Carlson Tonight“:
He’s a #HERO ! New 11-min Kyle Rittenhouse video reveals powerful evidence refuting murder charge https://t.co/AYGT76H4bM
— thetravelingvegan Ⓥ (@TravelVegan4lif) September 23, 2020
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V. Saxena is a staff writer for BizPac Review with a decade of experience as a professional writer, and a lifetime of experience as an avid news junkie. He holds a degree in computer technology from Purdue University.
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