Although at first glance the signature Kickin Cowboy Rub might look similar to the original Kickin Cowboy Seasoning, there are a few key ingredients that makes the signature rub different. In particular, brown sugar is added to the mix to serve as a binder to provide for an ideal slow-cooking experience that keeps all the flavor in the meat. As a lifelong partner, our friends at Kickin Cowboy prepare their seasonings and sauces with only the finest ingredients that makes a perfect addition to our beef. Try it for yourself!