One year ago, we fired up a bold new chapter in retail with the launch of our Premium Sausage and the results have been nothing short of smokin’.
 
Launched in Walmart stores during Summer 2024 with just three mouthwatering SKUs – Brisket Burnt Ends, Philly Cheesesteak, and Mac and Cheese – Rancher’s Premium has since exploded onto shelves nationwide. The brand now proudly sits in 4,353 Walmart locations, 150 Lowe’s Markets through Affiliated Food Stores, and more than 400 Grocery Outlet stores, reaching barbecue lovers coast to coast.
 
“Our goal was to bring authentic, Texas-style barbecue to grocery aisles and America showed up hungry,” said Laura Rea Dickey, CEO of Dickey’s Barbecue Restaurant Inc.-Rancher's Premium “Rancher’s Premium started strong, and thanks to our incredible team and loyal fans, it’s now one of the fastest-growing barbecue sausage brands in the country.”
 
In just one year, Rancher’s Premium has racked up major wins:

Named #1 Innovative Brand in Walmart’s 2025 category review:
Brisket Burnt Ends crowned #1 Most Innovative SKU
11% growth in Walmart shelf penetration
Launched a new fan-favorite SKU: Bacon Cheddar, replacing Mac and Cheese
Partnered with five national influencers to spark organic buzz and customer love
“What excites me most is the energy behind the brand,” said Roland Dickey, Jr., CEO of Dickey’s Capital Group. “We’ve captured hearts – and taste buds – by staying true to our roots and delivering big, bold flavors that stand out. Rancher’s Premium is just getting warmed up.”
 
Behind the scenes, the retail team continues to push innovation, flavor development, and strategic partnerships to ensure the brand remains a standout on shelves and in shopping carts.
 
“We’ve built something special, and consumers can feel it,” added Shayla Bell, VP of Purchasing and Retail. “Our rapid expansion and customer response show that there’s an appetite for high-quality, smoked sausage done right. And trust me, we’ve got even more exciting flavors and formats on the way.”
 
As Rancher’s Premium heads into year two, we are doubling down on retail innovation, deeper grocery partnerships, and nationwide marketing campaigns designed to keep the brand top of mind – and top of cart.
 
About Rancher’s Premium

Launched in the spring of 2024 by Dickey’s Barbecue, Rancher’s Premium Smokehouse Sausage has quickly established itself as a top choice for those seeking authentic, high-quality smoked meats. Crafted using traditional methods, our sausages offer a rich, smoky flavor that pays homage to the time-honored art of sausage making. Made from the finest cuts of meat and seasoned with a carefully curated blend of spices, Rancher’s Premium provides an unparalleled taste experience. Whether grilled, pan-fried, or added to your favorite recipes, our sausages promise a burst of flavor that embodies true craftsmanship.