Rip from Yellowstone Unveils New Coffee Brand in San Angelo


SAN ANGELO, TX – Yellowstone star Cole Hauser was in San Angelo on Monday morning to launch his new coffee brand 'Free Rein Coffee Company.'

As previously reported, on Oct. 19, 2022, a group including Hauser and San Angelo's Karl Pfluger purchased the San Angelo coffee company, Longhorn Coffee Co. For the original story, see: Rip Wheeler of 'Yellowstone' Buys a San Angelo Company

After nearly a year after the purchase, the group held a brand unveiling party at the coffee house. The party included a ton of local faces, including city, county, and state leaders.

The Coffee Co. will no longer be named Longhorn Coffee. Instead, the group is changing the name to Free Rein Coffee Co. The thought process behind this is for their customers to have free rein on their coffee choice.

"You have Starbucks on one side and Black Rifle Coffee on the other," said Pfluger. "There is a huge market in the middle, and that is what we are going after."

Hauser, the actor who plays Rip in the Yellowstone series, said that it was important to keep the roots of the coffee company in San Angelo.

"It's a real honor to be here to know where it all started," said Hauser. "To be able to actually come here and actually see it and understand it is a big thing for me. That makes me be able to go out in the marketplace and sell it more."

Longhorn Coffee, or now Free Rein, will continue operating. The shop is located at 601 S. Oakes, just steps away from San Angelo's old train station.

Editor's Note: This event was not publicized before hand as it was a private event held by the owner's of Free Rein Coffee.

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