Greetings all,
Well, it’s been a truly amazing year here at Defcon HQ. There has been a ton of stuff going on with us, and it’s also been some time since I have sent out an update regarding what we’ve been up to, and also what’s coming up on the event calendar. Myself and the wife are taking some well-deserved time to ourselves, at least for a day or two, so I figured it was a good time to bring everyone up to speed. The following is kind of an annual report, and it will give you some real insight as to what direction we are going, and some of the steps we are taking towards our final goal of Global Domination, and fulfillment of our title, “Future Rulers of Earth”.
First off, with the winning of the famous 1st Place “Golden Chili” for the “Best Hot Wing Sauce”, AND a 2nd Place for “Best Medium Wing Sauce” at the 2007 Fiery Food Challenge in Dallas, TX a couple months ago, along with the 1st and 3rd Place Scovie Awards we won last March in Albuquerque, NM, we are well ahead of the curve. That makes 4 of the largest major national awards in 1 year, not to mention the first year we competed in either event. Yeah, we’re happy. These awards have really put us on the map, so to speak, and we have been steadily working with our now-established resume to find our way into many more areas across the country.
Our largest step this year is that we have become official Corporate Sponsors of the New Jersey Devils NHL Hockey Team, which, as you can imagine, is a rather large step for us. We are proud that our company was able to make this step so quickly, and happy to join in a Major League sports operation, especially one that we’ve had season tickets to for years, this soon. Defcon Sauces currently appears on the pocket schedules for the 25th Anniversary of the Devils organization, and in their newsletters, and we look forward to doing much more with them down the line, and in their new arena next season in particular. Granted some of you out there may not be Devils fans, and maybe not hockey fans, but hopefully you do understand the impact of our small company being affiliated with a Major League sports operation in this small amount of time as being insanely huge for us.
We are expanding our exposure within the Whole Foods Supermarket chain. We are currently available in the Millburn, NJ location and also the brand new West Orange, NJ location, and are in the process of expanding to more locations. Our push into the tri-state area restaurant market will continue, as will the possible expansion into a very well-established steakhouse chain. We have also started a push into small, local gourmet outlets and hot shops, and will be expanding outside the tri-state area. So beware, Defcon Sauces may be making its way into your town under cover of darkness! We had never focused on or sought out the small shop market, but have been recently contacted by a number of locations to get our stuff on the shelves, well, gotta keep ’em happy! We have also formed the “Evil-Alliance” with Uncle Big in the Canadian market. Defcon Sauces will now have a chance to warm the frozen tundra up north to the greater Canadian area. Our start-up marketing strategy was slow to medium growth in very focused and specific markets, so as to maintain control without suffering the infamous “growing pains”. We have done just that, and have realized it’s time to add the next branch to the marketing tree.
Our next product, the long-awaited “Habby Horse”, is still in the pre-production stage, but should be available soon. Believe me, all of your e-mails have been read, and I am truly looking forward to offering this insane new product to you shortly. We are currently working on a truly unique formula which will make this different from -any- other condiment like it. Oh yes, Defcon Sauces will be on the cutting edge with this one, and not just with taste (hint)! We are also working on a couple of completely different capsaicin-based products, whose introduction will be some time next year. It is our plan to increase our product line slowly, so as to completely perfect it before it hits the market. Having said that, we also invite opinions and/or suggestions on our products all the time. Due to popular demand we have tweaked our line of wing sauces, and are phasing out the little 4 ounce bottle of our Defense Condition #1, and not only doubled the size to 8 ounces, but made it substantially hotter as well. We’ve done somewhat the same to our Defense Condition #2, now having both an 8 ounce and a 16 ounce bottle available.
We are in the process of expanding our merchandising as well. We’ve gotten many suggestions from a lot of you, and really appreciate the ideas. From glow in the dark beer coozies to a “Defcon Creator” Action Figure (you think I’m kidding), we’re considering many different options, which will most likely be available sometime next year. The addition of “special” t-shirts will be a definite plus, and is explained later. We never really planned on focusing at all on merchandise, but with some of the ideas that were received, and the overall twisted way we think, we’re going to come out with some seriously off the wall and strangely unique items, stay tuned.
We have also undertaken a somewhat unique approach in our marketing philosophy as well. We are now catering public and private parties. Nothing like having your very own “Wingman” show up at your party to serve his famous culinary masterpieces to the masses! With the recent acquisition of the “Defcon Trailer”, it allows us much more flexibility with the amount of equipment we can now show up to at an event with, so “Have Wingman, Will Party”. And yes, we do tailgates, very well I might add, stemming from years upon years of experience and practice.
We are also expanding our cultish hit, the Defcon Day, to other surrounding areas and states. So far, it looks like we will be hitting NY, MA, NJ, MD, and Toronto so far next year. If you know of a bar/restaurant that enjoys large crowds that love wings, contact us, and depending on distance and calendar dates, you never know, your town may the next one assimilated by Defcon Sauces. These events have really grown for us, and it’s a great way to meet fellow chiliheads, share a couple of beers, and just have a really great time. We have people driving from many different states to join in the fun with these, so if you find there is one near you, you should definitely check it out. With the incorporation of our infamous and ruthless wing-eating competitions now an integral part of virtually all of the Defcon Days, not only can you enjoy free Defcon wings and raffles all afternoon, but you can do it along with prizes and bragging rights at the competitions. And as an added bonus, we will be making up special t-shirts for the winners of these competitions, so you can take the bragging rights to the next level! Check out the website, www.DEFCONsauces.com, for pictures from the past events. I know we already have 2 slated for January, one in NJ and one in MA, exact dates to follow. We will be having many more Defcon Days coming up, as previously mentioned, figure one per month at least. I will be sending out, like always, the information regarding these events, once the dates are confirmed. We would love to greatly expand these events across the country, even internationally, however, at the moment, both of us having regular 9-5 jobs doesn’t quite allow it.
We have thoroughly enjoyed meeting a number of you guys out there, and look forward to meeting even more of you as time goes on and we begin expanding our event calendar. We will be setting up our booth again in March for the Fiery Foods show in Albuquerque, NM. Same place as this past year. We had a great time at the last one, and with the increasing number of people that will be attending, the next one should definitely be a weekend to remember. Next year will also be the next releases of the Defcon ZERO (Batch #4 & #5). If you thought the last releases were interesting, you ain’t seen nothin’ yet!
Between myself and The Createss, we are having an absolute blast with our little company, and are meeting friends we never knew we had all along the way. The e-mails we receive almost on a daily basis, supporting us and our products are great, and it makes us realize we’re not just selling the best damn wing sauce on the market, we’re forging friendships with people we never would have met if we didn’t follow a dream. The best part is, this dream seems to have become a reality, and I’m glad to say that this reality is here to stay.
Just as a little insight into the behind the scenes stuff at DEFCON HQ, we have expanded our market to include sales/distribution in 43 states and 9 countries, and are currently in the negotiating process of landing major distribution channels to many more, including The Netherlands, Southeast Asia, and Germany. I can truthfully say I never expected this, but it’s fun riding this seemingly endless wave of positive energy, not to mention being a couple more steps closer to Global Domination, the supreme goal in any business plan.
Hopefully this report will shed a bit of light on our company. We are quite proud of our accomplishments thus far, and are looking forward to many more. With the fun we’ve had with our products, I find it hard to stop trying to come up with new and original ideas. The sky is the limit when it comes to originality, which is half the fun. We look forward to many more ideas, and welcome any input and/or ideas you and others may be willing to share with us. We take our customers very seriously, and have tweaked many things in the past couple of years to make things easier and just plain better overall. It is you who inspires us, and gives us ideas and direction. You have all given in some part, and helped us evolve our business venture into something I wouldn’t have believed 3 years ago, before the inception of Defcon Sauces. We look forward to keeping our ideas fresh and new, and with your input, however subtle, it will allow us do so.
We here at Defcon Sauces would like to thank each and every one of you for your support of our company. It’s great to know there are this many cool people out there, and the knowledge that there are many more we just haven’t met yet. It makes our journey into the unknown that much more intriguing.
John & Maggie
Written by Creator
Nick Lindauer founded Hot Sauce Blog in 2004, making it one of the internet's very first hot sauce review sites. After 20+ years of tasting, reviewing, and attending every major fiery foods event in the country, he's back behind the keyboard covering the hot sauce world he helped build.
56 responses to “Defcon Sauces 2006 Annual Report”
Awesome work John. Congratulations on all your success. You’ve earned it.
Congratulations you crazy bast*rd!! Canada has welcomed you with open arms. I am in the processing sending an order to Taste the 4th Sense in Toronto right now. The Toronto market will have a constant source of Defcon soon.
Can you say Defcon Day in Saskatoon, Saskatchewan??? This city will never know what hit them. Of course we’ll wait until February when it’s -35 (which is freeze your ass cold in Celcius or Fahrenheit it don’t matter which) and then unleash the heat of Defcon 1 on the frozen masses. 😈
Congrats again to you and of course Maggie too!! Behind every diabolical madman, is a loving and supportive wife, believe me I know!!
Congrats my friend on your continued success.
A very inspiring story to say the least. Congrats bigtime. I was really impressed with the controlled growth, avoiding the growing pains so to speak. That is a killer, I can attest. I should be so fortunate as to learn from this. Thank You.
John and Maggie, keep it up and keep it real !!!!
Aj and family
[Comment ID #68373 Quote]
Nice. I do have one ? when are you going to take Keep refig off of the bottles.
[Comment ID #68374 Quote]
Cream is an ingredient, Bret I would guess, it must be refrigerated after opening.
Way to go Creator!! Congrad’s on one fine year, and to kick it all off a Defcon Day in Toronto, Boo-Ya!!!!
[Comment ID #68374 Quote]
[Comment ID #68377 Quote]
Is it cream or clarifed butter? Since it’s a complete sauce (which is great!), the dairy needs refirgeration (i’m guessing.)
[Comment ID #68377 Quote]
Nice thread and best of luck… It has keep ref, AJ even before opening… Its not needed. the ref. after is CYA. Just my thoughts…
oNE MORE THOUGHT YOU MIGHT WANT TO PUT FLAMABLE ON YOUR ZERO BOTTLES…..LOL REALLY
[Comment ID #68377 Quote]
What kind of cream is in his sauce. Butter is in it I hope he is using clarified butter
[Comment ID #68383 Quote]
Which needs no refrig even after open and there is vinegar in also
[Comment ID #68381 Quote]
Check your email. You won a $1.000.000 give away.
[Comment ID #68383 Quote]
I’m 99% sure it’s clarified butter. Good for a few months not refrigerated but not for ever.
[Comment ID #68385 Quote]
Got it and replied, thanx….. I also got one to split $45 million dollars with this guy from Africa. HE’s having trouble getting the money out of the country and needs my help. It’s my lucky day 😀
John, sounds like you guys are really ripping sh1t up! Keep it up, man!
I think I’m gonna call the Avalanche this afternoon….
Hey all! Congrats John and Maggie! It is so nice to see something you love start to branch out in ways one could only dream of.
As for the “keep refrigerated after opening”, that is a pretty standard CYA for all sauces. Even having the PH level just right with or without dairy products in the ingredient list. Think about it, someone leaves it out and they have the one bottle that goes rancid. Can we say lawsuit?
I have some Platinum seats for The Leafs against The Devils. Going to get the Leafs to sign my Defcon bottle!!!!
[Comment ID #68390 Quote]
The bottle don’t say keep refrigerated after opening. They say keep keep refrigerated. Whens the last time you saw a bottle go bad of a table
later gang, off to Denny’s for breakfast, bringin some Fat Kids along for the eggs !!!!!
WOW! Congratulations John & Maggie… Amazing success story for the 1st year.. looking forward to your next annual report.. I am sure it will be even better… PS. I have a Whole Foods Market within walking distance from my home here in Sacramento.. (hint.. can you move them up the list.) Jim K.
[Comment ID #68394 Quote]
Mr AJ I’m Dennys also maybe we can sit together.
[Comment ID #68393 Quote]
That was real good
[Comment ID #68394 Quote]
That’s one of my favorite applications
Enjoy
Congrats Guys. Doug and I wish you continued success in your quest for world domination… Oh and by the way, im calling you next week for my order of #3.. my kitchen table just doesnt look right without a bottle on it at every dinner 🙂
[Comment ID #68393 Quote]
Just checked, my bottle says CREAM and refridgerate AFTER opening. This is a new bottle, I just got it from Nick a cpl weeks ago, it’s empty, but still looks good on the shelf tho.
[Comment ID #68411 Quote]
If it has cream in it then it needs to be kept in the refrigerator even before you open it. And won’t vinegar break down the cream. Just a ?
Sorry that was from Bret
[Comment ID #68413 Quote]
Good point, I just read the label to verify. Cream and after it says.
Congrats to you both, I”ve seen you in action and every bit of success you reap is well deserved! I”m completely loving the “Wingman” angle for parties! Hey THT girls, I think its time to come up with a plan!
I wish you both years and years of Global domination, oops I mean ‘success’.
[Comment ID #68393 Quote]
You are 1000% correct on this one Bret. Our first labels stated “Keep Refrigerated” and the Pennsylvania Department of Health broke our chops for having UNOPENED bottles on a table for sale at a local market. We realized the error was indeed a valid one and had to change the labels to state” Refrigerate after opening”.
Clarified butter, cream, whatever, its GOOOOOD!!!!!!!!
Can somebody please clarify the meaning of clarified butter for me 😛 I am ignorant after all 😀
Clarified butter is unsalted butter that has had the milk solids and water removed leaving only the golden butterfat.
[Comment ID #68439 Quote]
Ryan, you need to watch Rachel Ray more often, lol. And what Jodie said too.
Later gang, it’s poker night in the Penrod house, I’ll check in on occasion, but I feel good and plan on Poker Table Domination, ala, Creator, good night all, at least for a few hours.
[Comment ID #68443 Quote]
good luck
[Comment ID #68439 Quote]
Me to
[Comment ID #68446 Quote]
Quickest ass woopin I ever took, damn, out of game. Sheils is a freakin freight train tonight. Got my $$$$ in a hurry.
Bret and Huv, I think it’s where you heat it up and skim off the solids ( fat), clafified butter is stable I have beem told, but not sure.
[Comment ID #68449 Quote]
AJ is exactly right. Heat and skim and your butter is clarified. Unless Creator is using butter granules (I this he is?). They are the most used butter content in wing sauces.
The granules are safer and more shelf stable.
Thanks for all the good words everyone. I wasn’t really expecting to see it up here, but one must always beware when one sends something to nick, LOL!
“Shake well, Refrigerate after opening”, yes, that is what you’re supposed to do. Yes, it’s clarified butter (cream), hence the refigerate after opening. The pH is low enough so as to make it pretty damn stable, but as it says on the bottle, refirgerate after opening.
Congrads Guys on your success. We understand and feel your excitement having had a lot of similar success and a whole lot of fun in being a new salsa company. One thing we differ in though is … Go STARS! (would do miss Lagenbrunner)
[Comment ID #68492 Quote]
Thanks Dawg. Yeah, havin’ a ball. As for the hockey part, 2000 was a good year. Sorry, that was just too easy. Hey, hockey is hockey, you either love it or hate it.
Good luck in your endeavor as well.
Re: (would do miss Lagenbrunner)
Spoken like any other firehouse dog 😛
John- I never did get the sample bottle of extract that was supposed to accompany my #13 reserve.
[Comment ID #68507 Quote]
It was in the same box as the collector bottle. I shipped them together.
[Comment ID #68505 Quote]
Congrats again John.
I need to hear from you on my Zero. Tracker no worky?
Check your inbox dude, I emailed you.
Defcon wings last night AGAIN!! You Can’t Stop It!!
-Big
[Comment ID #68524 Quote]
I agree Big! I order wings from teh chinese restuarant at least wice a week and then just drown them in #2 sauce. YUMMY!
[Comment ID #68523 Quote]
Ummm… I’m not actually a novice at this sort of thing, but there was nothing else in the box 🙂 I tried some zero at TN so have some initial impressions but would really like to do some folllow up. 😉
[Comment ID #68535 Quote]
Shot you an e-mail…
[Comment ID #68524 Quote]
Glad to here your gastrointestinal tract has become assimilated, lol.
Shot you an e-mail…
[Comment ID #68441 Quote]
Golden butterfat….. (followed by Homer Simpson-like drooling)
What everybody else says, congratulations!
[Comment ID #68615 Quote]
LOL, thanks…
John – Well done. I like to see an entrepreneur that understands how to manage the “Critical Growth Path” on a new venture. I believe it will move ahead for you now with greater ease and enjoyment (and growing work load!) – E.Z. Earl
(Tell Maggie we just survived another week of pushing cattle in AZ. See you next year.)
[Comment ID #68620 Quote]
Thanks Earl. Yeah, I really didn’t want the explosive growth for that reason. We grown at a very controlled rate, and have maintained the crucial “control” element. Thanks for the good words.
We are looking forward to seeing you and your Mrs. again in Montana next year. I may not be able to attend due to lack of time from the regular job (using most of my vacation to do shows and events), but Maggie is truly looing forward to it. I may do the shortened stay (Thursday-Sunday) like I did a few years ago. I’ll supply the Woodford Whiskey this time around, LOL!
And I the Patron Blue Agave Tequila!!
You do know, don’t you, that ahead not too far lies that scary moment when it is time to decide between your day job and what you really want to do? – E.Z.
[Comment ID #68622 Quote]
Was that the stuff you had 2 years ago? If so, that’s good stuff! Look forward to many toasts.
As for the job thing, yeah, we have been seriosuly thinking of it as of late. Maggie is still on disability so, being the bread winner, it’s not going to happen overnight. But trust me, in the somewhat foreseeable future, when the sun rises on the correct day, THAT day shall be mine, and thus will being forth a new chapter in the Defcon saga, as my chains to corporate America will be broken.
wouldn’t it have been easier to type— someday i can do the wing sauce thing full time, and not be a company man?
[Comment ID #68679 Quote]
Definately not John’s style!! 🙂 – E.Z.
[Comment ID #68679 Quote]
But I WILL be a company man, the difference is the company will be mine.
[Comment ID #68694 Quote]
Nope.