Image: Kyle Rittenhouse, Stocking Mill Coffee, Twitter Photos

‘Stocking Mill Coffee’ Announces Major Backlog Due to Kyle Rittenhouse Support After Backlash Against Black Rifle Coffee

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In: CULTURE, X/TWEET

Previously, we reported that there was a major backlash against “Black Rifle Coffee” after a debacle over an advertising code being used by The Blaze’s Elijah Schaffer to attract coffee sales using a picture of Kyle Rittenhouse.

Rittenhouse, who had recently bonded out of jail, had a Black Rifle Coffee t-shirt on. Leftists and supporters of Black Lives Matter and Antifa rioters subsequently swarmed Black Rifle Coffee with a barrage of social media criticism.

Initially, there were reports that Black Rifle Coffee cut off ties with Elijah Schaffer, but then it became apparent that if that was indeed the case, they reversed their decision after an opposite backlash ensued from their own customer and fan base.

But nevertheless, they maintained that they were not affiliated with Rittenhouse and didn’t want to advertise off of that situation, for the sake of appearances if nothing else. The fury from the right continued though, and it appeared to us and many other observers anyway, that they had managed to anger one group of people, who largely didn’t purchase their products, and then anger the group of people who either did purchase from them or were at least in their target market.

That market specifically being people who support the second amendment, Republicans, and those who support Kyle Rittenhouse after he shot protesters in Kenosha, WI, claiming self-defense, although he continues to fight charges stemming from that anyway.

In the wake of the debacle, other, smaller companies took a less “legally safe” stance and publicly announced support for Rittenhouse. We don’t have access to Black Rifle Coffee’s sales data, so we can’t unequivocally claim that they are hemorrhaging sales…

But we do know that many people are either leaving Black Rifle Coffee, an entirely new group of people started buying coffee from other companies who have pronounced their support for Rittenhouse, or some combination of the two.

We previously reported about a company called “Covfefe Coffee” which was one of them. Another company, Stocking Mill Coffee, has been largely present on social media, especially Twitter. They have not been shy about proclaiming their support for Rittenhouse, even with the potential risk of social condemnation from many on the left and perhaps even some on the right who aren’t a fan of Rittenhouse or didn’t see his actions in Kenosha, WI as being done in self-defense for some reason.

Nonetheless, they went full force in support of Rittenhouse, showing up Black Rifle Coffee who tried to do damage control and imply that they weren’t necessarily against Rittenhouse, they simply didn’t want to touch what they saw as a “hot potato” topic with a ten-foot pole in their likely view.

Stocking Mill Coffee has announced that they have hired several new staff in the wake of all this and some orders have been backed up for weeks as they scramble to catch up. It seems that so far all of their current customers who have not yet received their orders have been patiently waiting, while many others who did receive orders are giving them rave reviews, and posting compliments and photos of their products on various different social media outlets.

It seems that, at least for now, Stocking Mill Coffee’s bet has paid off for them and they will probably continue to grow in the near term if not longer than that. Right now, if you go to their website, you can read a large announcement explaining their predicament, or what some might call a “high-quality problem”.

“If you are placing an order for coffee, there will be a delay in order shipping. We are catching up on backorders. We thank you for the crazy amount of support! We will be back to speed mid January when the next roaster arrives!”

You can see the screenshot below that we took directly from their website:

In the below tweets, you can see just some of the dozens if not hundreds of available examples currently floating around the internet. David Scott posted:

“Ok, I have tried many brands, this is my Permanent coffee brand now. @smcroasters“

Here is Black Rifle Coffee stating they are not affiliated with Rittenhouse:

Here is Stocking Mill Coffee selling pro-Kyle Rittenhouse gear:

You can get a good sense of where the company stand politically with tweets like this one from their Twitter feed:

“Coffee houses and Taverns is where we met to plan on how to obtain our freedoms that made this country great. Get involved in your local community folks. Elections, school boards, or wherever freedom needs a voice.”

We ordered from Stocking Mill Coffee ourselves a while back to try the coffee and see how the quality was, and we can attest that they are indeed backlogged, as we are still waiting, but will update when we try it. The company has done well in communicating with us that there is a delay, and why.

Ian MacDonald
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