This is a different sauce than most are used to. In Texas, distinct areas of the state have their own bbq styles and sauces. North Texas, for instance, is more tomato based but not sweet like a St. Louis sauce would be. Coopers is a south Texas bbq style and sauce. Regularly rated as one on the best bbq joints in Texas, it is not to be missed. That said, their sauce and S. Texas sauce in general is a vinegar based sauce with a hint of sweetness. For many Texans, sauce preference is a result of where you live and what you are used to. For most in S. Texas up to Central Texas, Coopers style S. Texas sauce is the best. This sauce is especially good on poultry and can be used with a mop to keep the birds most during bbq-ing. So the other review here titled "Yuck" should have given it a try before tossing. It surprises many.