Keurig and Hannity Brew Up a Twitter Political Tiff Over Coffee

Sean Hannity

Photographer: Andrew Harrer/Bloomberg

It’s a tempest in a K-Cup.

JAB Holding Co., the European investment firm that owns Keurig Green Mountain, is getting a dose of U.S. politics this week -- and it’s left a bitter taste.

Keurig pulled its advertisements from Sean Hannity’s show on Fox News after the anchor found himself embroiled in controversy over Alabama senate candidate Roy Moore. Many Twitter users reached out to the company to request it nix the ads, saying that Hannity defended Moore, who has been accused by women of inappropriate sexual behavior when they were minors.

Keurig complied.

“Thank you for your concern and for bringing this to our attention. We worked with our media partner and Fox News to stop our ad from airing during the Sean Hannity Show,” the company said, responding to several tweets.

But then came the response from the other side of the political spectrum. Hannity and Moore loyalists posted photos of themselves smashing the company’s single-serve coffee brewers. Hannity himself tweeted that he is purchasing 500 coffee makers to give away.

“I am humbled and speechless and frankly laughing my ass off,” Hannity said in a tweet. “I love all my deplorable friends. Thank you and game on!!”

Fox News didn’t immediately respond to a request for comment.

#BoycottKeurig is the top hashtag promoted by 600 accounts associated with the Kremlin, according to the Alliance for Security Democracy, a bipartisan initiative of the German Marshall Fund. The group, which aims to expose Russian efforts to affect U.S. politics, was cited by Newsweek.

JAB’s Keurig is the latest of many companies who have found themselves pulled into disputes on social media. Consumers are increasingly using their wallets -- and sites like Twitter and Facebook -- to express political frustration and perspective in the Trump era. Among the others: Anheuser-Busch InBev NV, Coca-Cola Co., PepsiCo Inc., Starbucks Corp., Nike Inc., Uber Technologies Inc., Under Armour Inc. and Kellogg Co.

— With assistance by Gerry Smith

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