Coffee Or Die

Originally etched in ink by Benjamin Franklin himself, this historic snake was a call for unity, liberty, and justice. At BRCC, a brand steeped in America’s take-no-shit history, we brought out this amazing roast to show our customers that there are still great companies in America that value freedom and our way of life for all.

Introduced in 2018 as a variable roast, its extremely balanced flavor profile has made it a staple of the BRCC core coffee lineup.

The new design shows off a more modern interpretation of the famed Franklin snake. The bag itself maintains its heritage as it’s wrapped in our nation’s Declaration of Independence and colorized in our freedom red color.

You can change the design of a bag, but you can never change what that product stands for.

- Black Rifle Coffee Company