He is the soul of Black Rifle Coffee Company. Loud, proud, slightly dangerous, and always caffeinated.
In an era of polished corporate spokespeople, JoJo is the anti-influencer. He looks like the guy who works on your truck, drinks whiskey from the bottle, and knows how to start a fire with a wet match. Here is what defines the JoJo brand: If Evan Hafer (BRCC CEO) is the steady grandfather of the brand, JoJo is the drunk uncle at the barbecue. Whether he is testing ballistic vests with a .50 caliber rifle or taste-testing MREs from 1992, his reactions are unscripted and volatile. He screams when he gets hurt. He laughs when things break. You cannot fake that. 2. The Deep Voice & Drawl JoJo possesses a vocal tone that audio engineers dream of. It’s a gravelly, Southern-accented baritone that can shift from a whisper to a roar in seconds. Fans often comment that his voice could narrate a nature documentary or a heavy metal album. 3. The Technical Know-How Beneath the chaos is a savant. JoJo is an avid outdoorsman, a skilled marksman, and a surprisingly competent mechanic. In BRCC’s "Firearm Fieldcraft" series, JoJo often acts as the hands-on grunt, testing gear to its breaking point. If he says a knife is junk, you throw it away. If he says a tent is solid, trust it. The Rise at Black Rifle Coffee Company JoJo didn't start as a host. Initially, he worked behind the scenes. As BRCC expanded from roasting coffee in a garage to a massive facility in Salt Lake City, Utah, they needed tough guys who could tell stories. The company realized that selling coffee to patriots wasn't about the bean; it was about the bond . brcc jojo
The video featured JoJo and other BRCC personalities portraying Appalachian "mountain men" using absurd, exaggerated hillbilly stereotypes. While the company intended the video as a parody of liberal media’s view of conservatives, the execution fell flat for a segment of the audience. He is the soul of Black Rifle Coffee Company
JoJo, being the face of the skit, took the brunt of the criticism. However, he handled it like a professional. In subsequent podcasts, he acknowledged the misstep, explained the intent (satire of Hollywood tropes), and moved on. For his loyal fans, the incident only solidified that JoJo is a real person who is allowed to make mistakes—and laugh about them. When JoJo isn’t on screen, he is living the brand. He is an avid hunter, frequently posting photos of successful deer or elk seasons. He is a firearms collector with an affinity for classic American steel and modern tactical platforms. He looks like the guy who works on
He has also become a sought-after personality at trade shows like SHOT Show and NRAAM, where lines to meet him stretch around convention halls. Fans don't just buy coffee from him; they buy the attitude. They want the JoJo roast —a blend of dark coffee and dark humor. Searching for "BRCC JoJo" leads you down a rabbit hole of explosions, coffee spills, and surprisingly heartfelt moments about military service. In a sanitized world, JoJo is the grit in the gears.
Critics accused the brand of mocking rural, white, Southern culture—the very demographic that buys the coffee. The backlash was swift on social media, forcing BRCC to pull the video and issue a statement.
For fans of the brand, the keyword conjures more than just a face on a screen. It represents a bridge between the dark, gritty humor of the Special Operations community and the everyday American who loves their country and their caffeine.