Experior® (Elanco Animal Health, Greenfield, IN) with the active ingredient lubabegron fumarate was approved by the US Food and Drug Administration (FDA) in 2018 for the reduction of ammonia gas emissions per kg of live weight and hot carcass weight in beef steers and heifers fed in confinement for slaughter during the last 14 to 91 d on feed. It is labeled to be fed at 1.25 to 4.54 g/t (1.39 to 5 ppm) of complete feed (90% dry matter basis) to provide 13 – 90 mg lubabegron/head/d continuously to beef steers and heifers fed in confinement for slaughter as the sole ration ( FDA, 2018a ). Lubabegron is a beta-adrenergic agonist/antagonist with antagonistic activity at the β1 and β2 receptors and agonistic activity at the β3 receptor. After gaining FDA approval following a 10-y clinical research program, Experior was launched following a very disciplined and pragmatic approach to the US beef industry while accounting for the global nature of the US beef trade. This article outlines the history of lubabegron and the practical considerations of launching a novel β-ligand into the US beef industry.