The major one was an incident involving Kyle Rittenhouse. Shortly after his release from prison, he was photographed smiling and wearing some Black Rifle swag. This happened at a fairly sensitive time for Black Rifle, which was in the middle of opening its first physical coffee shop (in San Antonio, I think). The owner/founder posted on social media some negative commentary about Rittenhouse and indicating that the swag was not given by the company and did not represent the company's support of either Rittenhouse or his actions. As you might expect, the social media "conversation" on the subject got very hot very fast. One of the smaller right-wing coffee shops stepped into the fray and became very vocal supporters of Rittenhouse and his defense, making a bit of a name for themselves (and possibly a lot of money).
The lesser event actually occurred first, and was also some commentary that the owner/founder of Black Rifle Coffee made. I wasn't following the Food Partisanship beat at that time, so I don't know exactly what was said, but he posted to social media some commentary about gun rights that was less guns-for-all than you'd expect from a company with their imagery (and product names), and that talked about the pro-Trump part of the Republican party as not being the good guys, whether armed or not.
There's been some debate about the degree to which these incidents were about a company trying to continue to grow (and thus needing to gain mainstream "legitimacy") or whether the founder was actually never a right-wing ally -- but either way, these events were seen as a betrayal by a portion of the right-wing coffee community.
