Cole Hauser Launches American West-Inspired Coffee Company

Free Rein Coffee Company

Yellowstone star Cole Hauser isn’t taking the current writers’ strike sitting down. The actor put his time off to good use with the launch of a side hustle inspired by the cowboy life.

Cole Hauser, the actor best known for his role as Rip Wheeler on Yellowstone, announced Wednesday that he launched a coffee company called Free Rein Coffee Company. Hauser shared the news on social media, saying: “I’ve grown up around cowboys my whole life. And I can tell you, there’s nobody on earth who works harder.”

He added that he was inspired to launch the company by men and women who live the cowboy life, “Not because it’s easy, but because it’s hard.”

“Free Rein is for anyone who gets up and works like a cowboy, gets up and chases a dream, or gets up and just feels like having a damn good cup of coffee. So get up and get after it. Dreams don’t work unless you do,” he wrote.

In a statement to Hollywood Reporter, Hauser said that this is a project that he’s been working on for years. He added that his hope is that the company and its message inspire people “from all walks of life” to chase their dreams.

In a statement to Country Rebel, Free Rein announced that it will launch this fall and that “each unique blend is carefully crafted to embody the spirit of the American West, capturing the essence of open horizons, untamed landscapes, and the bold determination of pioneers who charge hard, wherever they may lead them. The flavors kick and bite, but always go down smooth. Each cup serves to fuel whatever dream you’re chasing, be it gold and glory, or just a little slice of the world to call your own.”

Consumers will be able to purchase whole bean and ground options in flavors such as American Dirt dark roast alongside merch such as enamel coffee cups, insulated mugs, tees and more. The coffee packaging appears to offer a subtle nod to Hauser’s Yellowstone character, Rip.

Free Rein Coffee Company American Dirt Dark Roast
Free Rein Coffee Company

While Cole Hauser is the famous face of Free Rein Coffee Company, he didn’t found it alone.

He, along with longtime friends Paul Anderson, Aron Marquez and Karl Pfluger, formed an investment firm that purchased Texas-based coffee roasters Longhorn Coffee Co. in 2022. Anderson, Marquez and Pfluger are successful entrepreneurs from different walks of life that share a passion for the American Dream and the strong coffee that fuels it.

San Angelo Live reported that the men purchased the veteran-founded roasting company from Scott and Laurie Decker in 2022. Exact details of the sale weren’t disclosed, but the Deckers reportedly expanded their company during the pandemic and found huge success with a “consumer facing coffee shop in an old gas station,” making it an ideal investment opportunity.

Follow Free Rein Coffee Company on social media for updates and their official product launch.

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