In 1989, the brothers began dabbling in genetic engineering and animal husbandry, which later resulted in the creation of an actual, living "alpha draft cow" that initially supplied three pails of a beer-like substance every week.

"On one level, we were quite disappointed with the quality and quantity of the early output," says Mel, "But, on another level, we were enthralled with the possibilities."

Soon after the work with the prototype they affectionately named "Bessie One," the Trace Brothers formed their Beer Cow Agrilabs subsidiary, securing venture capital for final nutritional research, development, and product introduction.

"When the brothers first approached me with this idea," says Michael Chastain of Pierce, Strauss & Knutson, the Dallas investment banking house, "I was hoping they were kidding because, frankly, the whole proposition seemed a bit disgusting to me."

"However, when they took me into the parking garage of our building, introduced me to "Bessie One," and, in a matter of minutes, had pulled approximately a quart of remarkably flavorful, dark amber beer, I got a little excited."

Falter Trace recalls seeing Chastain's face light up. "Until that minute, he'd been an absolute prick. Then I saw that money glow get on his face. And suddenly he was touching all over us like we were Wilbur and Orville looking for bicycle chain money."

With an initial funding of $3 million from Pierce, Strauss & Knutson--which was followed by second-level financing of $7 million in 1991--Beer Cow Agrilabs was on its way. And, today, the subsidiary generates gross sales revenues in excess of $57 million.