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Oh, Shit. Dan’s done it again. Just when you thought it was safe to use seasonings with no profanity on them, it comes. From the makers of Special Shit All-Purpose Seasoning comes a seasoning so hot, so spicy that it will dare you to speak its name. Say its name! Say it! Aw Shit.
Big Cock Ranch is the official “company” behind the line of Shit products, but it is single-handedly run by Dan Martin, cattle baron and all around kickass fellow. A few months ago, I had the opportunity to beta test the Aw Shit along with its other brother, the Good Shit. In my house, where there are two children under the age of 4, we have learned to replace the “shit” with “stuff.” Either that, or we shorten it to “Aw,” “Special,” or “Good.”
Aw Shit is specially blended for those who want to put a little zip in their doo-da. With a hot combo taste of Mexican meets Cajun, this seasoning profices just the right amount of kick to make you say “Aw Shit!”
Even the most … ahem .. seasoned of chileheads just might say those words after trying out one of the latest seasonings from Big Cock Ranch, makers of the infamous Special Shit. The Aw Shit, packaged in the familiar 14oz. plastic bottle sports a dark green label and seasoning with a brick-red hue. The particles of the Aw Shit are noticeably finer than that of the Special Shit whose grains are large and perfect for rubbing into grilling meats.
Knowing some inside information about this, the Aw Shit was ground finer, not only to encourage sparing usage but also to enhance the heat of the ancho chile powder used. It makes sense, you know. The finer the particle, the more that can attach to your taste buds and cause you to say those words.
The Aw Shit is a lot like its brother, the Special Shit in terms of versatility. Sure, the Aw Shit packs a powerful punch, but it still goes great on a myriad of foods. Steaks, pork, chicken, and ribs are the obvious choice, but I also like to dust vegetables such as green beans or corn. It also goes great inside of scrambled eggs or breads.
As the label says, Aw Shit will get you reaching for the nearest beer, but without having to “bite the bullet” the next morning. This seasoning has a unique ability to be as hot or cool as you like but still retain a decent flavor. If you need just small amount of heat, lightly dust your meat with it. Or, if you like your mouth burnt, you just might want to slather it on. Either way, the flavor of the Aw Shit doesn’t get over or under powering.
Yes, I know the name is a little bit unique, perhaps a tad bit profane, but I gaurantee you will enjoy using this product on all the foods you make at home.
Chilehead Comments: 27 Comments
Posted by: Adam - Categories: Uncategorized
Permalink: Review: Aw Shit
One year ago: Firecracker Pizza
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27 Comments
This isn’t one to leave sitting out when my little brothers come over for dinner!
Maybe a big piece of duct tape over the label.
This is crazy. I thought u were ‘shit’ing me at first 
Nope … this is a real product. Dan Martin is a friend of one of my coworkers … that’s how I found out about it.
Ask Dan who is holding the shaker….nice!
I love the name. Sounds like something I would say after I ate something entirely too hot!
Nice packaging and marketing strategy.
You asked …. I deliver. The model for the Aw Shit is Sarah Ponce. Check out her web site and gallery at http://www.sarahponce.com. Pretty atractive girl, I’d say.
The products from Big Cock Ranch are GREAT! And the names certainly get people talking about them!
Just trying to provoke a thoughtful conversation here. A lot of us go back and forth about this- if the product is so good, why do you need gimmicks to sell it? Naked ladies and flaming but-hols certainly grab attention (I think they call that marketing) but why do you think your product needs that to differentiate itself? A few manufactureres at the shows resort to the ‘biker babes do hot sauce’ thing for their sales efforts. One even went so far as to have a porn star ‘manning’ the booth. Grabbed attention I guess. This is similar to the point I tried to make back on the ‘crapalacky’ thread. Is a coarsening of the industry really where the buying public wants it to go? Who are we to condem H Page if he got attention when we reward other efforts?
It’s not what’s on it, it’s what’s IN it that counts.
BUZZKILL!
adam on 3/30/2006 at 9:49 am said:
You asked …. I deliver. The model for the Aw Shit is Sarah Ponce. Check out her web site and gallery at http://www.sarahponce.com. Pretty atractive girl, I’d say.
Holly Shit!
Mad_Reilly on 3/30/2006 at 6:58 pm said:
Holly Shit!
Yeah, what he said!
Mad_Reilly on 3/30/2006 at 6:58 pm said:
Holly Shit!
I wouldn’t kick her out of the sack for farting (as my wife smacks me again)
Hey Jim I owe you an email, MSK I owe you a call – I’m all screwed up here. Jim I talked to (I can’t think of her name) from chiliplants.com I had to go to a NJ grower because if you go out of stste I have to get all this paperwork from someone and I have to spray the plants with some chemical. I prob screwed it up but I thought I saw Black Habs. I was asking CAJohn about them – he said he never made a sauce with them before so – I said lets go for it!
Jim Campbell (Mild to Wild®) on 3/30/2006 at 6:14 pm said:
Just trying to provoke a thoughtful conversation here. A lot of us go back and forth about this- if the product is so good, why do you need gimmicks to sell it? Naked ladies and flaming but-hols certainly grab attention (I think they call that marketing) but why do you think your product needs that to differentiate itself? A few manufactureres at the shows resort to the ‘biker babes do hot sauce’ thing for their sales efforts. One even went so far as to have a porn star ‘manning’ the booth. Grabbed attention I guess. This is similar to the point I tried to make back on the ‘crapalacky’ thread. Is a coarsening of the industry really where the buying public wants it to go? Who are we to condem H Page if he got attention when we reward other efforts?
It’s not what’s on it, it’s what’s IN it that counts.
I agree. A good product doesn’t need a gimmicky name or photo of a sexy woman to make it a good product. I have had several really great hot sauces and spices over the years. Many with less than memorable names. Now, of course, I can’t name a single one of them. At least with this one, I remember the name. 
And it’s good enough that I’d *want* to remember the name.
Also, I need to point out the fact that the model, Sarah, is a professional kickboxer. Perhaps the first kickboxing bikini model in the history of the universe.
adam on 3/30/2006 at 8:11 pm said:
Also, I need to point out the fact that the model, Sarah, is a professional kickboxer. Perhaps the first kickboxing bikini model in the history of the universe.
I make a good punching bag!
Mad_Reilly on 3/30/2006 at 8:15 pm said:
I make a good punching bag!
Just ask my wife
Jim Campbell (Mild to Wild®) on 3/30/2006 at 6:14 pm said:
Just trying to provoke a thoughtful conversation here. A lot of us go back and forth about this- if the product is so good, why do you need gimmicks to sell it? Naked ladies and flaming but-hols certainly grab attention (I think they call that marketing) but why do you think your product needs that to differentiate itself? A few manufactureres at the shows resort to the ‘biker babes do hot sauce’ thing for their sales efforts. One even went so far as to have a porn star ‘manning’ the booth. Grabbed attention I guess. This is similar to the point I tried to make back on the ‘crapalacky’ thread. Is a coarsening of the industry really where the buying public wants it to go? Who are we to condem H Page if he got attention when we reward other efforts?
It’s not what’s on it, it’s what’s IN it that counts.
Another consideration is this: while the risque names and exploding behinds may create some marketing buzz, it is self-limiting. There are only so many places that will spread the word on a product like that or sell it. It’s chances of making the main stream or not good. Isn’t that really the goal of quality marketing?
But does it have to ‘main stream’ in order to be profitable? I guess this is what I’m trying to understand here from the blog folks, believing they have a different perspective of it than I do as a manufacturer. Some of these ‘flash’ sauces with the obscene names seem to do quite well in their own niche. Do collectors see inherent value in the things despite the name or because of the name? What about consumers?
If trying to learn something by discussion is ‘buzzkill’, then so be it.
Excuse me, dude. I wrote this review. It is I who was trying to inform you. Besides … this thread is about Aw Shit and the review I wrote. I don’t believe it is the marketing argument thread.
Personally, I’d rather go to sleep tonight with visions of Ms. Ponce in my head than a philosophical discussion on market postitioning and branding.
Good night
“Personally, I’d rather go to sleep tonight with visions of Ms. Ponce in my head than a philosophical discussion on market postitioning and branding.”
You will get no argument from anyone here on that:). We didn’t mean to sidetrack, just a brief aside. We’d also agree, I believe, that there are many different approaches that can be successful. No offense intended.
“Personally, I’d rather go to sleep tonight with visions of Ms. Ponce in my head than a philosophical discussion on market postitioning and branding.”
You will get no argument from anyone here on that:). We didn’t mean to sidetrack, just a brief aside. We’d also agree, I believe, that there are many different approaches that can be successful. No offense intended.
My apologies for not being constructive. A few weeks ago, Nick set up the off-topic thread here: March: Off-Topic Thread
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Between this and the bruschetta pictures I must admit, now I’m hungry adn a little turned on