Old West flavors cowboys' new energy drink

JAL, N.M. (KRQE) - Two cowboys from southeastern New Mexico have created a new energy drink they believe embodies the "cowboy way"

Bert and Montie Carol Madera of the Pitchfork Cattle Company near Jal joined forces with Carlsbad's Ryan Leon and came up with Cowboy Up, an all natural energy drink with an apple/beer taste.

The Maderas, who started the ranch in Jal in 1932, say they're not only proud of the drink but of the mission behind it.

"Everything we've done is in the way of the cowboy; it's integrity," Montie Carol says.  "That is what we are trying to promote."

The Madera's are proud of the drink's all-natural ingredients. They say there is nothing inside that will hurt you, and it is low in sugar, which means it doesn't bring the crash that other energy drinks do.

So how did two cowboys from southeastern New Mexico get into the energy-drink business?

They say they were looking for something new to do, and that is when Ryan Leon came along.  He's a Carlsbad native who has worked for three of the major energy-drink companies and was looking to create his own product.

"We tasted it and tested it and liked what we saw and thought it was a good fit." says Bert

Along with growing their new business, the Maderas are also helping encourage local kids to join the agriculture industry. The more the business grows, the more they can help.

Cowboy Up is available in all Allsup's stores and many smaller grocery stores.

The Maderas hope to have the drink in 200 more businesses by the end of 2013.