There’s a new rub riding into the Prime 4 lineup—and it’s bringing serious flavor with it. Introducing Cowboy Butter, a rich, bold, and herb-packed seasoning inspired by the classic compound butter that finishes a perfectly cooked steak. But this isn’t just butter powder and pepper tossed together—this blend is loaded with heat, depth, and a balance of savory, spicy, and citrus that grabs your attention and doesn’t let go.
In my latest video, I take you behind the scenes—mixing and bottling Cowboy Butter by hand, just like every small-batch blend we make. This rub was built to deliver maximum flavor on high-heat cooks, and there’s no better test than a thick-cut New York strip.
After bottling up the batch, I fired up the grill, seasoned a beautiful strip steak, and got to work. Cowboy Butter doesn’t need much else—no binder, no marinade—just a good steak and high heat. What you’ll notice right away is how it crusts. The blend sears beautifully, thanks to the coarse pepper, real butter powder, and smoked paprika, creating a rich bark while the chives, parsley, and lemon zest melt into the meat for a buttery herb finish.
The real surprise? That kiss of citrus and cayenne that sneaks in at the end. It’s not overwhelming—it’s just enough to brighten the bite and give the seasoning its signature zing.
Cowboy Butter was designed to shine on steak, but it’s no one-trick pony. I’ve already tested it on grilled chicken thighs, shrimp skewers, and even tossed it with roasted potatoes. It works wherever you’d normally melt down herb butter—and then some. And if you’re the kind of cook who loves finishing meat with a knob of butter, this is your new shortcut to that same richness and flavor—straight out of the bottle.
So if you’re ready to bring steakhouse-level flavor to your backyard, it’s time to saddle up. Cowboy Butter is officially part of the Prime 4 crew.
▶️ Watch the full video to see it in action—mixing, bottling, grilling, and tasting. You’ll see exactly why this rub is the one I’ve been waiting to drop.