NASCAR Salutes Black Rifle Coffee Company

Q&A with Founder and CEO of Black Rifle Coffee Co. EVAN HAFER

BY DUSTIN ALBINO

While serving overseas in the U.S. Army Special Forces and later working with the CIA, Evan Hafer roasted his own coffee. At the time, he had no idea it would lead to the creation of the Black Rifle Coffee Company.

Hafer left the CIA and all governmental services in 2014 to form his coffee brand. He focused it on being a subscription-based coffee company for people who enjoy fresh roasted coffee delivered to their home.

Hafer eventually met Johnny Morris, founder and CEO of Bass Pro Shops. Morris was the one who introduced Hafer to motorsports, particularly NASCAR.

In 2020, Black Rifle Coffee Company began sponsoring JR Motorsports driver Noah Gragson in the NASCAR Xfinity Series, joining Bass Pro Shops and True Timber Camo. Hafer made his first venture into the Cup Series this year at the Daytona 500, supporting Ty Dillon’s inaugural race with Petty GMS Motorsports.

In this interview with NASCAR Pole Position, Hafer discusses his increased involvement in racing and why it fits the Black Rifle Coffee Company brand. Admittedly, he’s having a ton of fun.

HOW DID YOU GET INTRODUCED TO NASCAR?

The one and only, the bright and shining star of American outdoor retail, Johnny Morris. Johnny is a really good friend of mine; I love him dearly. I think he’s a national treasure at this point. He’s the one that turned me on to it. He said I would spend a lot of money, have a lot of fun and that you’re going to love racing.

HOW HAVE YOU SEEN A RETURN ON INVESTMENT FOR BRCC WHEN IT COMES TO RACING?

To be fair, it’s hard to measure NASCAR. You can look at the impressions, the number of viewers, but I really don’t look at all of that. We find it fascinating because we like the racers. Ty Dillon is a great guy, so I want to invest in his success and he has a billboard that he needs to drive and we participate in that. When you look at that from an economics and marketing perspective and say, that’s a wonderful billboard. But really, I don’t (care) about the billboard. I care about Ty and Noah and want to see them succeed.

Racing is part of America’s fabric, and I think it’s one of those national pastimes. From the beginning of Black Rifle Coffee Company, it has always been my dream to sponsor racing. Does it return an ROI, I’m sure, but I don’t care all that much because I think it’s way more fun to be involved with all of the people that are involved with racing.

WHAT DID IT MEAN TO BE TY DILLON’S PRIMARY SPONSOR IN THE DAYTONA 500?

It was awesome. I met (Richard Childress), and he’s another giant. He’s a titan of the racing world, but he’s also very generous, kind and an amazing

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human being. I met Richard a couple of years ago at Johnny’s house, and Richard was sitting next to me at dinner and we started talking. I was blown away at how genuine he is, and from that point and time I said anything that Richard or his family is involved in, I’m going to help out.

Ty called me and asked if I would sponsor him, so I called Richard and asked if it was a good deal. The backstory in that is awesome. Having a car in The Great American Race is awesome because we’re America’s coffee. I grew up a (poor) kid, so being on the track with guys like Richard Childress, Johnny Morris, meeting their kids and seeing the spectacle of what racing is gives you goosebumps because you don’t think you’re ever going to be this close. You’ve got to pinch yourself when you’re down on the track.

IN 2020, BLACK RIFLE COFFEE STARTED SPONSORING NOAH GRAGSON AND JR MOTORSPORTS IN THE XFINITY SERIES. HOW HAS THAT PARTNERSHIP BEEN THUS FAR?

That guy is on fire. He’s awesome. I think he’s going to be an icon of racing. He’s already an incredible driver, we know that. Johnny called me three years ago and said, “Let’s do this with Noah, you’re never going to be disappointed.” Johnny knows more about racing than I think 99.9 percent of people that follow racing. He’s a

hardcore racing fan that knows a lot about it. I love Noah because he’s super fun and very talented.When I say things like, “I couldn’t be happier,” it’s true. It’s incredible to be involved because he’s a wild ride.

WHAT DO YOU HOPE TO ACHIEVE THROUGH YOUR COMPANY’S INVOLVEMENT IN RACING?

We like racing, and think racing is important to the fabric of America. A lot of us have to get out there, and instead of spending our marketing dollars in places like Facebook, Instagram and YouTube, these are some classic Americana events where we need to start investing more to support drivers, support real traditional American businesses.

We’re going to keep supporting drivers and

NASCAR in general because we have a big platform and can be instrumental in helping NASCAR and turn more people onto it. I never thought I would be in this situation and be able to do this, but it’s fun. I hope to participate in the growth and the expansion of racing.

BLACK RIFLE COFFEE COMPANY AT THE TRACK