Knife companies offer their own brands of hot Joe and perk up consumers in the process.
For Ernest Emerson, it’s as strong as… well, a cup of dark roast. He’s a firm believer in the expansion of his marquis knife manufacturing company into other lines of business. The idea behind that expansion is the diversity of different sources of revenue while complementing the Emerson core business.
“We’ve owned our own coffee company since 2019,” Ernest related. “I’m friends with Evan Hafer, the founder of Black Rifle Coffee, and our conversations probably go back to 2016 when we were first to co-brand with Black Rifle. Evan carried our CQC-7 on his military deployments, and he knew who we were. We worked it out with him to package coffee and do labeling. That worked for a while, and then my wife [Mary] and I talked it over and decided we wanted to have our own brand of coffee.”
For Emerson, taking the coffee plunge complemented the other activities that go hand in hand with offering top quality knives. Barriers to entry were few.
“I talked to Evan, and he said there was plenty of room,” Ernest explained. “We started Emerson Coffee Roasters Company, and I know we were first and started that trend, just like the trend in knife company whiskeys that is going on now.
“We get coffee from a source in South America and have it roasted and package everything under our own ownership,” he added. “Some other companies do collaborations and have their coffee packaged up, but we do everything from start to finish. The way I look at it, everything is a backup for a backup for a backup. What if somebody in Washington can make knives illegal with the stroke of a pen? All our other companies are there as a family-run group of businesses from coffee to apparel, whiskey, fighting systems and others. We’ve built those companies so the family will have support, and then we are at the helm and decide what roasts we want and everything.”
The future for Emerson and coffee may include some bundles of brew and whiskey or special flavorings for the coffee itself. Ernest sees flexibility and responsiveness always in the mix—a bourbon-flavored coffee when the time is right or a Christmas blend for the holiday season. Right now, the idea is simplicity with three blends: Renegade Roast is the Emerson family’s choice, Farmer’s Roast is the medium and Lethal Edge is the dark offering.
“It’s been a great thing to expand into coffee,” Ernest observed. “Our coffee is delicious, and people say they can’t drink any other coffee after trying it. Besides, we are a lifestyle brand and other than water more coffee is consumed around the world than any other beverage. I would bet that everybody who has ever bought a knife from us drinks coffee. So, if you buy or use knives, chances are you would drink our coffee and whiskey and wear our clothing.”
So, Ernest Emerson, the savvy businessman, finds another niche with coffee, one that complements the tried-and-true knife business and broadens the appeal of his entire spectrum of products. Seeing the big picture is expected to pay big dividends. Ernest points to recent history to back up his market perspective.
“No other knife entity on earth had a show in Las Vegas that revolved 100 percent around its brand like Emerson Knives,” Ernest concluded. “And the Usual Suspects Network was started for Emerson Knives. People tattoo our name on their body, and we say, ‘Show us your ink!’
Forbes Magazine said that there is only one other brand that loyal people tattoo on their bodies, and that is Harley-Davidson. The Forbes people actually told me that. We don’t know all the reasons for it, but again it is partly because people identify with who we are—American made by American workers with American grit and self-reliance. If people buy a $300 or $400 knife from us, then they buy other stuff that the company represents. Emerson truly is a lifestyle brand.”
And what says lifestyle better than a fine cup of brew?
Spartan Blades Tactical Beans
At Spartan Blades, company co-founder Curtis Iovito says offering a special coffee collaboration with Black Rifle is just fun. Fresh-roasted Spartan Beans fuels the consumption of a couple of gallons of brew per day around the office. The concept started when Curtis was chatting with a good friend who owns a roaster and has evolved into offerings consisting of 100 percent Arabica beans.
“Spartan Beans has been around for about three years now,” Curtis remarked, “and it has gone surprisingly well. Sometimes we will throw in some of our coffee when we ship a knife order to a dealer. The roaster is right up the street, so the coffee is about as fresh as you can get. We may look at doing an auto-ship program as demand increases, too!”
Spartan Beans is offered in 100 percent Arabica regular roast and dark roast, single or three pack, and there is also a sturdy mug available to top off the entire experience.
Through the years Curtis and fellow company co-founder Mark Carey have spent years traveling around the globe, teaching counter-terrorism and assisting with operations related to the use of knives in the field. And when time has permitted, they have searched for the finest cup of java available, whether in Malaysia or some other exotic location. The Spartan Beans blend includes the best from Colombia, Costa Rica, Africa and Sumatra.
“It’s like the United Nations of coffee, just more fun,” laughed Curtis.
Montana Knife Co. Backcountry Brew
A more recent entry into the coffee arena, Montana Knife Co. (MKC) entered into a partnership with Black Rifle in the fall of 2024. The packaging tells customers, “Fresh from the forge, this dark roast offers notes of dark chocolate with an aroma of spice topped off with a smoky finish. American brewed and crafted to perfection.”
Josh Smith, founder, president and ABS master smith at MKC, has found the kinship between knives and coffee to be compelling.
“Over the years, I became friendly with the owners of Black Rifle Coffee Co.,” he said. “We share many of the same beliefs around love of our country and support of our active-duty soldiers and veterans. For the past few years, we have worked with them on some marketing-related promotions, but this was our first launch of coffee with Black Rifle.
“Personally, I love coffee,” Josh emphasized. “For me, coffee and knives seem to be loved by so many blue-collar workers. Clearly, white-collar people drink coffee too. But I think back to my grandpa or my dad, and they always started the day with a cup of coffee before going off to work the ranch or in a backhoe. That same guy always had a knife in his pocket. The best place I’ve had Montana Knife Co. coffee is in northern British Columbia on a horseback moose hunt with my son [Hank]. For 10 days, it was rainy and cold. But each time we sat down to rest we made coffee with our jet boil. Hot, steaming coffee while freezing on a hunt tastes so good!”
Montana Knife Company offers its MKC X Black Rifle Coffee Signature Dark Roast in whole bean and ground 12-ounce bags.
For many consumers, the blend of the knife and the good cup of coffee just comes natural. Now, it’s easier than ever. Exploring the best in cutlery and coffee simply enriches the experience with both.
