Posted July 20, 2012 by Nick Lindauer in Makers

Blair’s Death Sauce Reacts to Huge Spike in Collector Series Demand

HIGHLANDS, NJ, Jul 20, 2012 (MARKETWIRE via COMTEX) — Hot Sauce legend Blair Lazar’s hot sauce and snack company was founded in 1989, by the then 19 year old, and funded with a mere $550 in tips earned from his duties tending bar on the Jersey Shore. Since then, Lazar has turned Blair’s Sauces & Snacks into a global phenomenon of all things fiery hot. Lazar’s recent appearances on CBS This Morning with Charlie Rose, and the always well-attended chili head gathering, The Fiery Food Show in New Mexico, have propelled him to rock star status amongst legions of spicy food aficionados around the world, and made him the go-to guy for extremely hot delights in the specialty food business. And business is good.

Despite the recent economic turndown, Blair’s Sauces & Snacks has flourished, leading the pace with its signature product, Death Sauce, in the ultra competitive hot sauce market. According to the Washington Post (based on IBIS World report), hot sauce is one of the 10 fastest growth industries overall in the United States in 2012 and beyond. Says Lazar, “Over the last 23 years, it’s been my passion to change the way people taste heat. For the hot sauce industry to perform so well in the face of adversity, speaks volumes to the loyal following and word of mouth chiliheads have towards Blair’s Death Sauce and other brands in this unique time.”

Lazar’s story is well documented. It began while he was serving up exotic elixirs and wickedly hot wings to Jersey Shore bar patrons. Those wanting to stay past the 2AM closing time were dared to try “Blair’s Wings of Death” and anyone who survived the heat infused taste-test could stay as long as they desired. The rest is hot sauce history, but the closing time stuck with Lazar and now serves as the inspiration for wildly collectable special reserves released to fans when inspiration strikes. These reserves, with names that include 2AM, 3AM, and more, have spurred collectors to spend upwards of ten thousand dollars for a wax-capped bottle.

The recent, and sudden spike in 3AM sales came as a slight surprise to Lazar, whose growing sales typically focus on his signature Death Sauce product. “I’d been writing 2012 on the early collectible reserve bottles, and according to our retailers people were likening it to the whole end of the world thing, with the skull, Death Sauce, and end of times in 2012 vibe. That tells me they are reaching a whole new customer who may not know the entire history of the brand, and the story behind them.”

Keeping up with Lazar is easier these days, with Twitter, Facebook, and his blog. He’s also still firmly entrenched in his original Death Sauce HQ in Highlands, NJ, although now on the second floor, following a million dollar makeover of forced renovations after last year’s devastating Hurricane Irene had swept through the region. Blair’s weathered that storm, but now keeping up with product flow, and finding Lazar’s Death Sauce and 3AM reserves on shelves is proving to be more difficult, with such huge consumer demand. “Passion and dedication is everything in business, and we’ve persevered through adversity each time. Now it’s finally hot sauce’s time, and we are doing everything we can to keep up with the demand across all product lines, while remaining true to our roots,” says Lazar, as containers of product are loaded from the warehouse that started it all. “Space is always an issue, but I love it here in NJ, and we’re never leaving. Besides, these cases won’t be here long.” He’s absolutely right.

About Blair’s Sauces and Snacks

Blair’s Sauces & Snacks ( ) is a New Jersey based, leading gourmet food manufacturer, specializing in hot sauces and spicy snacks. Blair’s is dedicated to providing the highest quality products, where incredible heat meets intoxicating flavor in a variety of death-defying combinations. Blair’s Death Sauces range from the modest heat of “Sweet Death” to the extreme heat of “Ultra Death.” All Death Sauces are packaged with Blair’s famous dangling skull. Blair’s Death Rain Potato Chips, Death Rain Dry Rubs, Blair’s Heat Collection, dips, and a variety of other hot products are available at retailers worldwide and online. Blair’s Sauces and Snacks are currently available in 31 countries and are printed in 6 languages.

Nick Lindauer

The Original Hot Sauce Blog