IT'S NOT ONLY
THE NAME OF A
NEW PRODUCT IN
NEW MEXICO...IT'S
THE ATTITUDE
BEHIND IT.
SOME COWBOYS
FROM
SOUTHEASTERN
NEW MEXICO HAVE
JOINED FORCES
WITH A GUY WHO
KNOWS A LITTLE
SOMETHING
ABOUT ENERGY
DRINKS.
TOGETHER THEY
CAME UP WITH A
NEW ONE WITH A
BOLD NAME AND A
BOLD CLAIM.
Bert Madera: my family
came to nm in 1932
we've been cowboys
ever since.
MEET BERT
MADERA ...
THE HEAD
HONCHO THESE
DAYS AT THE
PITCHFORK
CATTLE COMPANY
NEAR JAL, NEW
MEXICO..
we're five generations
deep on the same
MEXICO..
we're five generations
deep on the same
ranch and still in
business.
BY HIS SIDE .... HIS
WIFE MONTIE....
WHILE THEY'VE
SPENT YEARS IN
THE PASTURES
AND MOVING
CATTLE...THEY
RECENTLY
EMBARKED ON A
NEW ENDEAVOR
TOGETHER.
nats of bottle clinging.
MAKING A NEW
ENERGY DRINK.
IT'S CALLED
COWBOY UP.
AND THE
MADERAS SAY IT
EMBODIES THE
COWBOY WAY.
Montie Madera:
Everything we've done
in the way of the
cowboy is integrity...
and that is what we are
trying to promote.
right now it's being
pumped out of this
container here 34
degrees, pumped into
the other room.
INSIDE HERE...ARE
ALL-NATURAL
INGREDIENTS LIKE
LIME JUICE,
CORIANDER,
BARLEY, VITAMINS
AND CAFFINE
FROM THE ALL
NATURAL
SOURCE....
COFFEE BEANS.
There is nothing in it
that will hurt you.
THAT'S WHAT THE
MADERA'S SAY
MAKES THIS DRINK
DIFFERENT.
It's only 20 grams of
sugar all comes from
apple juice. its 90
calories so you are not
getting all the sugars,
you are not getting the
crash or the jitters.
nats pop from bottling.
SO HOW DID TWO
COWBOYS FROM A
SMALL NEW
MEXICO TOWN END
UP IN THE ENERGY
DRINK BUSINESS?
we thought we needed
a little diversification
and Ryan Leon came
along.
RYAN LEON IS A
CARLSBAD
NATIVE, WHO
KNOWS A THING
OR TWO ABOUT
ENERGY DRINKS.
Ryan Leon: I've
worked for three top
energy drinks
companies up there
while working for them
constantly designing
my own drinks
thinking of way i could
make them better.
nats pop from bottling.
HE BROUGHT HIS
IDEA BACK HOME...
AND INTO THE
HANDS OF BERT
AND MONTIE
MADERA.
we tasted it and tested
it and liked what we
saw and though it was
a good fit...
WHILE MANY
AREAS OF THE
ECONOMY ARE
SUFFERING RIGHT
NOW, THE ENERGY
DRINK MARKET IS
NOT ONE OF THEM.
THE TRIO
THOUGHT IT WAS A
PERFECT TIME TO
BREAK IN.
when times are hard
people drink more
beer, and when times
are hard people drink
more energy drinks
because it makes them
feel better.
nats pop from bottling
BUT THIS
BUSINESS ISN'T
JUST ABOUT
WHAT'S INSIDE
THE BOTTLES.
THAT NAME AND
LOGO RUN
DEEPER THAN YOU
MIGHT REALIZE.
we've built this
product on the cowboy
way its what our
company is about
integrity honesty we
are trying really hard
to encourage kids in
agriculture with help of
the company.
we have some
cowboys and cowgirls
we sponsor who help
with events and help
them stay in school we
are very excited about
that and hope to
expand that as the
company grows.
WHILE OTHER
ENERGY DRINK
BRANDS HAVE
TAKEN THEIR
NAME TO THE
EDGE OF SPACE
....LITERALLY.
THESE COWBOYS
ARE STICKING
WITH THEIR
ROOTS.
THEIR ADVICE TO
OTHERS THINKING
OF STARTING UP A
NEW
BUSINESS?????
don't just wake up,
cowboy up. Get busy
do something, don't
wait for something to
happen to you, get out
there and push it to
make things go...
COWBOY UP, HAS
AN APPLE, BEER
TYPE OF FLAVOR.
IT'S AVAILABLE IN
ALL ALLSUPS
STORES AND
MANY SMALLER
GROCERY
STORES.
THE COMPANY IS
HOPING TO GET
INTO 200 MORE
STORES BY THE
END OF NEXT
YEAR.
IF YOU KNOW OF
A SUCCESS STORY
FOR OUR NEW
MEXICO WORKS
SEGMENT...
PLEASE E-MAIL ME
AT
KIM.VALLEZ@KRQ
E.COM
