The veterans crowded past the huge 5-ton medium light tactical vehicle that the Black Rifle Coffee Company had converted into a coffee truck. Like the individuals around it, the vehicle had found a new purpose after the army. More than 50 shooters, many of whom had spent most of their lives honing their marksmanship skills, gathered at the BRCC Ranch in San Antonio, Texas, for the second annual Athlete Adaptive Shooting, part of the Total Archery Challenge.
Evan Hafer, Founder and CEO of BRCC, concluded his speech with simple but poignant words indicating the goal embraced by Evan and the company as a whole: “To do epic shit together.”
An event that had been in the making for many years – bringing together those significantly affected by the global war on terrorism through the joint activity of coffee and archery – spurred the pursuit not only of addressing the shooting, but also of brotherhood and community.
Archery, like coffee, is something we can all practice, something that wakes us up and improves focus and determination. Somehow it’s the distillation of a substance that blocks the very chemicals that try to put us to sleep. It makes us better humans, and ultimately that’s what the DCCB is trying to do.
Anyone familiar with the military way of life is no stranger to the KISS principle. keep it simple stupid — a wise adage that seems to translate in leaps and bounds when it comes to bridging the gap between veteran culture and civilian culture here at Black Rifle Coffee. From this statement, you can discover and understand what it takes to be successful at BRCC and what has driven much of our growth since 2014.
Let’s go back to the origins of the company — Evan, sitting on a tailgate at the range, wondering what he wanted: “Coffee roasted to order, delivered to my house, which gives me more time to do the things I love, that is, send balls downhill.
Living an existence where creativity is the only limitation is a different way of life for most military veterans. We generally follow rules and orders, taking direction for most of what we ultimately take action on. And therein lies the beauty of BRCC and where we find success. It won’t do any good for the community — and when I say community, I don’t mean DCCB or veterans, but the country as a whole — to accept handouts or orders from elsewhere. There are far too many people looking to ride the wave to lead a menial existence. Autonomy, in its wonderful form of “doing epic shit”, by its very nature cannot be done online.
The caffeinated life indicates that you take responsibility for your own life path, waking up every morning to the sound of your fucking drum because it’s going to make you happy and it’s going to make those around you better. No one has sacrificed more for this country than the American military, but it will be for naught if we don’t pass on appreciation for life, love and opportunity to those around us. Through this medium of coffee, and with your help, we stand ready to positively impact the lives of millions of Americans.
This article originally appeared in the Summer 2021 print edition of Coffee or Die Magazine like “Inside BRCC: The Caffeinated Life.”
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