More than Just Coffee

Black Rifle Coffee Company is a veteran-owned coffee company that tailors its products and advertising towards the veteran community. Many veterans of the Global War on Terrorism in Iraq, Afghanistan, and Syria among other places often connect with other veterans and support their businesses.

Branching out of security contracting and service-based sketch comedy, Mat Best started Black Rife Coffee Company with Jarred Taylor. While the company sells coffee and t-shirts, they never forget their target market.

In the spirit of Memorial Day, I’ve decided to share this one short film from Mat Best and Black Rifle Coffee Company. I believe the call to action from this film is one that asks us to never forget our lost friends and to live in their memory.

The film begins with two veterans walking, and transitions to various experiences shared together, including serving in uniform, and spending off time together. This part tells their story, but makes the story more relatable to other veterans. Towards the end of the film, the two walk towards a cemetery, and upon stopping at a gravestone, the camera shot transitions to a shot of just one of them standing alone. It’s at this point where it is understood that the one veteran has been living his life with the memory of the other veteran at his side.

The speech in the background is especially powerful, describing this powerful bond between two men forged in service of something greater than themselves. At the end of the video, the Black Rife Coffee Company Logo appears briefly.