Just like the Williams Lake Stampede itself, a taste of the rodeo’s new barbecue sauce will leave you wanting more.
Now in its second year of production, the Williams Lake Stampede Hickory Barbecue Sauce captures the flavour and intensity of the world-famous event to perfection.
“It was a gal by the name of Koralee Pearson who found the product last year and thought she’d introduce it to the Williams Lake Stampede Association because she thought it would be a good marketing piece,” said Ellie Seelhof, the WLSA director responsible for merchandising.
“It was a great idea. Her and I designed the label together and used our new brand designed last year so it was a lot of fun.”
Prior to last year’s 89th annual Williams Lake Stampede, Seelhof created a new brand designed in the style of a traditional cattle brand to represent the connection between the roots of rodeo and working ranches featuring a rope curving under a ‘W’ and an ‘L.’
The sauce, manufactured in Calgary by Talbot Promo, sold out before the end of last year.
“We had ordered 96 bottles of it. It was a huge hit and people were all asking where they could get more,” Seelhof said.
The barbecue sauce flew off the shelves at Margetts Meats, at the Tourism Discovery Centre and at the Stampede’s merchandise table during the rodeo.
This time around, they’ve ordered even more and will have it available throughout the year.
To create some buzz surrounding the sauce, the WLSA has an ongoing contest happening on the Williams Lake Stampede Facebook page where visitors are being asked to submit their favourite barbecue recipes using the sauce for a chance to win a bottle for themselves.
Entries can be e-mailed to firstname.lastname@example.org and, for an extra entry, participants in the contest can share the recipe on Facebook using the hashtag #WLStampedeBBQ.
“Everyone that tastes it just loves it,” Seelhof said of the sauce’s popularity.
Here’s the WLSA’s favourite barbecue sauce recipe to date:
• 1 pork roast
• A pork roast rub (a blend of your favourite flavours)
• 2 cans of root beer
• 3 shots of whiskey
• Ice (optional)
• 1 bottle of the Williams Lake Stampede Hickory BBQ Sauce
Rub the roast with your roast rub of choice, then place inside a slow cooker.
Pour two cans of root beer and two shots of whiskey in the slow cooker.
Turn the slow cooker on low for eight hours, then remove the roast, pull the roast and toss with the Williams Lake Stampede Hickory BBQ Sauce.
Serve with buns and coleslaw.
Pour the remaining shot of whiskey on ice and enjoy.