Alamo Four Star LLC is out with a new muzzle brake for big guns.

The Lubbock, Texas-based maker of firearm accessories on Wednesday unveiled the so-called Cowl Induction Brake, which it says reduces recoil of large-caliber rifles by more than half.

Mark Deros, the company’s founder and chief executive officer, said he was inspired to create the product for hunters and shooters after the traditional factory brake didn’t adequately control the 18,000 pounds of pressure being released from the muzzle.

“I realized after shooting my .338 Lapua for a while that there had to be a better solution than receiving an ‘ass whipping’ with the factory muzzle brake,” he said, according to an article on www.AmmoLand.com.

The company said it redesigned the geometry of the brake to create a more efficient gas flow, thereby reducing both the recoil and noise level.

The brake retails for $169 and is initially available in .223/5.56, 6mm, 6.5, 6xc, .308, .300 Winchester Magnum and .338 Lapua. Two finishes are offered, including heat-treated black nitrated and satin.

Here’s a promotional video: