Adkins Seasoning, TX Brew & Barbecue form growth partnership

Adkins Seasoning has partnered with TX Brew & Barbecue to broaden the Texas brand’s marketing, e-commerce and retail reach. The deal pairs the family seasoning company’s manufacturing and store presence with digital content and brand-building experience aimed at long-term growth.

Why it matters: - The partnership gives Adkins Seasoning a new push into direct-to-consumer sales and digital discovery at a time when food brands are competing for attention online as much as in stores. - The deal is designed to help a multigenerational Texas brand reach new customers without changing its core products or family identity.

What happened: - Adkins Seasoning and TX Brew & Barbecue entered a strategic partnership to expand Adkins’ consumer reach, strengthen online sales and support retail growth. - The collaboration is led by fourth-generation Adkins family member Preston Adkins and Ty Sherrell, founder of TX Brew & Barbecue and FX Web Media. - The agreement combines Adkins’ established products, manufacturing infrastructure and retail presence with Sherrell’s background in marketing, content production and brand development. - The companies announced the partnership Oct. 15, 2026, in Dallas-Fort Worth, Texas.

The details: - The partnership will connect barbecue videos, recipes and other digital content with opportunities for consumers to discover and buy Adkins products online and in stores. - Sherrell brings more than 20 years of experience in marketing, video production, advertising and brand development. - Sherrell’s work includes projects with national brands, entertainers, musicians and live events. - The partnership also expands TX Brew & Barbecue’s role in product development and marketing within the barbecue industry. - Adkins Seasoning has been family owned since 1967. - Adkins Seasoning produces seasonings for grilling, barbecue and everyday cooking. - The company combines manufacturing experience with an established retail presence. - TX Brew & Barbecue is a barbecue media and consumer brand that combines cooking, education, entertainment and product development. - More information is available at txbrewandbarbecue.com.

Between the lines: - The deal pairs a legacy food brand with a modern content engine, which can help turn audience engagement into retail traffic and online orders. - Preston Adkins framed the partnership as an expansion of a long-running family business, not a rebrand. - Sherrell framed the opportunity as building a long-term growth system around an existing product and retail base.

What's next: - The partners plan to use digital content, product development and brand marketing to grow Adkins over the next five, 10 and 20 years. - The collaboration is positioned as a long-term investment in the Adkins brand rather than a short campaign.

The bottom line: - Adkins Seasoning is betting that pairing family-made products with modern media can widen its reach without diluting the brand.