Let me start by saying this rub is a game-changer for anyone who loves bold, smoky flavors. The first time I tried it on a ribeye, the rich espresso and chile combo created this incredible crust that locked in all the juices. It’s like the steak had been kissed by a campfire and a coffee shop at the same time.

I’ve since experimented with it on pork chops (heavenly), chicken thighs (surprisingly good, despite some reviews saying it’s weak—just use a heavier hand!), and even sprinkled it over roasted sweet potatoes. Yes, veggies! The brown sugar in the blend caramelizes beautifully, and that hint of mustard seed adds a subtle tang that keeps things interesting.

Pro tip: Don’t skip the salt. Like one reviewer mentioned, this rub isn’t salty on its own. I do a quick dry brine with kosher salt first, then apply the Cowboy Crust liberally. For brisket? I let it sit overnight, and the espresso deepens into this umami bomb that makes everyone at my BBQ ask for the recipe.

The only downside? That 4.4 oz jar disappears fast once you start using it on everything—I’m already eyeing the larger size. Also, Spiceology’s customer service gets top marks; my first order arrived with a cracked lid (rare hiccup), and they replaced it lightning-fast.

Final verdict: If your grill sessions need a jolt of creativity, this rub delivers. It’s earned a permanent spot next to my tongs—right between the bourbon bottle (for me) and the meat thermometer (for safety).