Horseradish is a fickle thing. The vinegar in it makes all brands naturally cool off over time. One way to battle the lessening potency is to refrigerate your #heehawhorseradish. That's why we store our inventory in large coolers right from the co-packer and that's why after you buy it you should pop it in your fridge and not your pantry. Hee-Haw Horseradish is one year shelf stable so it's safe to be out...that's why it's sold off the shelf at your grocer's...and the reason not in the cooler is because that space is just not available to us as it's too expensive and extremely hard to qualify for...and refrigerating it when you get it home will prolong that zesty hot experience you crave for, much longer. As a rule of thumb...to keep your horseradish hot you gotta keep it cold! Another great way to get #hothorseradish is to buy it from us directly as we receive shipments straight from the co-packer right after it's been made. Check out our Buy Now tab at www.heehawhorseradish.com for your purchasing options!