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    Sip like Rip

    Yellowstone tough guy Cole Hauser cowboys up with new coffee brand made in Texas

    Stephanie Allmon Merry
    Oct 16, 2023 | 9:40 am
    Cole Hauser, Free Rein coffee

    All he needs is a good horse, good coffee...and Beth, of course.

    Photo courtesy of Free Rein

    Houstonians can't get enough of Yellowstone — and especially Cole Hauser, who plays tough guy Rip. Now, locals can get their day started the cowboy way with Hauser's new coffee line that pays tribute to the rugged characters on the hit show. Called Free Rein Coffee Company, the brand is a partnership among Hauser and three friends, and is made in Texas.

    According to a release, in 2022, Hauser and his friends Karl Pfluger, Aron Marquez, and Paul Anderson purchased a small-batch roasting facility in San Angelo to craft their coffee.

    "Together they searched for a roaster who embodied the pioneer's spirit, and eventually found the Deckers, a family that had been roasting coffee in San Angelo, Texas for over 25 years," the release says. "The four friends decided to bring the family's West Texas heritage and know-how, and run with it, to wherever dreams are being chased."

    Free Rein launches with six different blends:

    • Heavy Spur - a high caffeine blend
    • Branded - a "fiery blend" of cayenne and cinnamon
    • American Dirt - Hauser's signature dark roast blend
    • Homestead - "a balanced, comfortable coffee to relax by the fire with"
    • Prospect - a light roast that's smooth but still full-flavored
    • Mesteño - meaning "wild horse," a bold and balanced blend

    Each is available in whole beans, ground beans, and single-serve pod formats. Twelve-ounce bags sell for $15.99 on the Free Rein website. (Inquiries about local retailers have not yet been answered as of press time.)

    In addition to coffee, Free Rein also sells a line of drinkware and apparel including hats, shirts, and more.

    A portion of sales will go to the nonprofit Special Operations Warrior Foundation, which empowers families of fallen and severely wounded Special Operations warriors. Hauser is a longtime patron and board member.

    Hauser has portrayed heartthrob Rip Wheeler (aka Beth Dutton's hubby) on Yellowstone since 2018. While Hauser doesn't live in Texas, he's made a couple of sold-out appearances in Houston. Fans packed his events at Ben Berg's The Ranch Saloon + Steakhouse earlier this year at the Houston Livestock Show & Rodeo for a photo with the star. He has also made sold-out appearances at the Fort Worth Stock Show & Rodeo, and one of his sons attends TCU.

    "With Free Rein, we're not only crafting a premium coffee experience, but also paying a heartfelt homage to the American Dream," Hauser says in the release. "As a nation built on dreams and aspirations, we want to inspire the go-getters, the dreamers, and the believers to fuel their pursuits.

    "Just as the American Dream knows no boundaries, we aim to exceed expectations and create a legacy of our own — one that is deeply connected to our roots and the core values that shaped us. I am so excited for everyone to finally have their hands on this coffee."

    Cole HauserFree ReinFree Rein Coffee CompanyYellowstonecoffeecelebrities
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    Notes from a chef

    Globe-trotting Houston chef reviews Noma's $1,500 Los Angeles pop-up

    CultureMap Staff
    Oct 9, 2026 | 4:00 pm
    David Skinner Noma Los Angeles
    Courtesy of David Skinner
    Pink pepper Dungeness crab.

    [Editor’s note: When David Skinner, chef and owner of Kemah’s celebrated eculent and Ishtia restaurants, offered to share his experience eating at one of the world’s best restaurants, we said, of course. Read on for his experience at Copenhagen restaurant Noma’s pop-up in Los Angeles that took place this summer. Take it away, David.]

    The crab was alive a few minutes before I ate it.

    Just before service, the kitchen broke down a Dungeness crab and set it over open charcoal, the downtown Los Angeles skyline behind the smoke. It came to the table wreathed in dried pink pepper branches, with a butter sauce built on the same pepper. I've eaten crab all over the world — this was maybe the best crab ever.

    That was the first of 17 courses at Noma LA, and the best bite of the afternoon. Leading with your best shot is either confidence or a statement. By the end of lunch, I'd decided it was both.

    The residency had begun in turmoil. Founder René Redzepi stepped away from the residency the day it opened, following a news investigation into allegations of demeaning treatment of staff — conduct that had been discussed in industry circles for years. Protesters gathered at the gate that day. The kitchen, led by Pablo Soto, carried on through the residency's close on June 26.

    I went for lunch at the Paramour Estate, the 1920s Mediterranean mansion in Silver Lake that Noma called home for 16 weeks. For more than 30 years, I've traveled the world in search of culture, a little mystery, and always food, eating everywhere from strangers' kitchen tables to three-Michelin-star dining rooms.

    As the chef behind eculent and Ishtia in Kemah, I also eat with a cook's eye — which means I'll tell you what was brilliant and what was oversalted. Noma LA had a little of both, but after a half dozen meals at Noma over the past 10 years, I can say this one was a standout.

    The setup

    The logistics alone are remarkable. Noma relocated roughly 130 staff members and their families to Los Angeles and built a pantry sourced within 300 miles of the mansion. Lunch ran 17 courses over about four hours at $1,500 per person, including beverages and gratuity.

    Chef Soto greeted us at the entrance with the full kitchen staff, a Noma tradition. By the time I arrived, the protesters were long gone, and the brigade seemed to be cooking with a sense of relief.

    Rather than choose between the wine pairing and the nonalcoholic program, we asked our server, Mara, to mix the two course by course. She nailed it, moving from a sparkling rose-and-pink-pepper drink to a bright cherimoya lemonade to a 25-year-old Tony Coturri zinfandel from Glen Ellen that became the table's favorite pour.

    The standouts

    The crab. It opened the meal, and nothing that followed topped it. The pink pepper did double duty with the dried branches perfuming the shell, the butter sauce carrying a gentle heat — the sweet, smoky meat needed nothing else. Alongside came a 2022 Phelan Farm chardonnay from Rajat Parr's Cambria operation: white Burgundy in spirit, California in its bones.

    The cactus. Pickled tacinga cactus, marinated in Oaxacan mezcal and citrus and crowned with honeypot ants, arrived beneath a live cactus paddle with a eucalyptus handle.

    The acorn. A single braised acorn, glazed with black pepper, sat atop an uni custard made with Santa Barbara sea urchin and caviar in hoja santa oil. The server described it as a nod to California's Indigenous peoples. As a Choctaw, whose ancestors relied on acorns for thousands of years, I felt that one. It was also the most technically accomplished savory course of the meal.

    The seaweed and clams. Six varieties of Southern California seaweed with butter-kissed clams tasted like the coast itself. This is Noma at its best: not interpreting California so much as listening to it.

    The tuna eye. I've eaten cod eye at Noma in Copenhagen, but this version was way better. The kitchen removed the tough cornea, replaced it with a thin disk of kumquat, and served the eye chilled inside a ruby-red banana flower bract. Rich and gelatinous, it's eaten in one bite. When our table wondered aloud where the rest of all that tuna goes, Mara had the answer: family meal for the staff.

    The kelp mole. Grilled greens, a squash blossom stuffed with huitlacoche, and an artichoke on its stalk arrived with tortillas from Komal, one of Los Angeles's top heirloom molinos, paired with a mole built on kelp.

    Between the acorn, the cactus, and the mole, a question kept surfacing: what does it mean for a Danish kitchen to arrive in someone else's pantry and cook as though it has always been there? Some of these ingredients have fed Indigenous and Mexican cooks for centuries. Noma handled them with obvious respect and real curiosity. Sometimes, though, the line between homage and borrowing comes down to whether you're willing to say the name out loud.

    Dessert kept the surprises coming, including a macadamia custard served in a sunflower whose base turned out to be beeswax. The finale arrived as a bundle of ferns tied with string. Diners snip it open with tiny scissors to find a chocolate cookie and a fortune inside. Mine quoted Nietzsche: You must have chaos within you to give birth to a dancing star.

    Nietzsche, at $1,500 a head, in a Silver Lake mansion, from a kitchen whose founder walked away on opening day while protesters stood at the gate. The kitchen knew exactly what it was doing.

    The full menu, course by course

    For those keeping score, here's the complete lineup.

    Pink pepper Dungeness crab
    Daylily crab dumpling — The rest of the crab, tucked inside a trumpet-shaped daylily with buds plumped in crustacean liquor. The flower dominated; the crab was the reason to eat it.
    Chilled lobster broth — Spiny lobster stock, dashi, and elderflower oil served chilled in the lobster's own coral-colored shell. A palate reset dressed as a course.
    Spot prawn with matcha — Served in real seaweed, the head filled with smoked pumpkin paste for sucking, the tail painted with matcha. Paired with the 2024 Verso from Caleb Leisure in Sebastopol.
    Sea urchin custard and braised acorn
    Cactus with mezcal
    Ragout of California botanicals — Seasonal greens, peas, and herbs in a warm, quiet preparation, tied together by a hint of horseradish.
    SoCal seaweed and clam
    Tuna neck — Minced tuna neck in a koji-inoculated steamed bun with the texture of suede, topped with translucent shards of dried chicken-stock skin. Paired with the 2000 Estate Zinfandel from Tony Coturri.
    Tuna eye
    Black pearl rice steamed in avocado leaf — Ringed with pistachio oil and scattered with dime-sized macadamia slices. Humble ingredients in the spirit of California great Jeremiah Tower.
    Morels with habanero and yuzu — Sierra Nevada morels on turkey-tail mushrooms over hot stones. Bright and spicy, but heavy on the salt.
    Greens and grilled artichoke in spiced kelp mole
    Cherimoya and lemongrass — A green cocoa butter shell shaped like a cactus, hiding a smooth cherimoya ice cream. A California fruit most California menus ignore.
    Macadamia milk custard and pistachio — Topped with heirloom Hong Kong kumquats from a handful of research trees that fruit four weeks a year, served in a beeswax-lined sunflower.
    Silver Lake fortune cookie — A Chiapas chocolate mousse cookie garnished with insects, hidden in a bundle of ferns you cut open with tiny scissors. Fortune included.

    The misses

    Not every course landed. Morels with habanero and yuzu were oversalted, and some presentations were delivered too quietly to catch the full story. At $1,500 a seat, the storytelling should be as confident as the cooking.

    The verdict

    Having now eaten Noma's traveling editions in Tulum and Los Angeles, I'll offer an opinion that may be unpopular in certain circles: the pop-ups are better than Copenhagen. Maybe it's the hunt for new ingredients, or the urgency of a 16-week run in a borrowed house. Whatever the reason, the results are hard to argue with. I put that theory to the test in August, when I returned to Noma on my birthday, three days after it reopened with Soto at the helm. More on that meal soon.

    Noma LA wasn't really a restaurant. It was an argument about a place, made in food, by people who flew 6,000 miles to make it. The argument was frequently brilliant, occasionally presumptuous, and closed with Nietzsche in a fortune cookie. On balance, it won.

    ----

    David Skinner is a James Beard Award semifinalist for Best Chef: Texas and the owner of eculent and Ishtia in Kemah. He also writes the culinary travel journal Destination Eater on Substack.

    David Skinner Noma Los Angeles

    Courtesy of David Skinner

    Pink pepper Dungeness crab.

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