Lasso Motel Whiskey
Since Fall 2024, Magrino has served as agency of record for Lasso Motel Whiskey, guiding the brand’s strategic launch and positioning under the Dynasty Spirits portfolio.
The Brand
Rooted in Dallas Heritage and Rock-and-Roll Soul
Founded by drinks industry veteran Devin Odell, Lasso Motel Whiskey draws inspiration from his time at the historic Belmont Hotel, a now-closed Dallas landmark celebrated for its bohemian charm and sweeping city views. Once a cultural hub for artists and celebrities, the Belmont evoked a nostalgic, rock-and-roll energy that Odell sought to capture with Lasso Motel.
A Dallas native, Odell entered the spirits industry in 2010 and today leads Dynasty Spirits, one of the leading independently owned spirits companies in the U.S. with more than ten brands spanning multiple categories. Under his leadership, the company has become the third-largest producer of spirits in Texas, earning Odell a reputation as a respected industry trailblazer.
2010
Founded
3rd
Largest TX Producer
10+
Brands
Key Releases
An Expanding Portfolio of Distinctive Expressions
From cask-finished whiskeys to collector’s editions honoring cultural icons, Lasso Motel Whiskey offers a range of expressions crafted for enthusiasts and collectors alike.
Limited Edition
Darts Cigarette Blend
The brand’s signature release generated over 700 million impressions and was featured exclusively in Rolling Stone. Named the World’s Best New Bourbon at the 2025 Top Shelf Awards, Darts embodies the bold, rebellious spirit of Lasso Motel.
Cask Finish Series
Caribbean Rum Cask Finish
Kentucky Straight Bourbon Whiskey finished in Caribbean rum casks, offering distinctive tropical notes and a smooth, complex finish that showcases Lasso Motel’s commitment to innovative cask finishing techniques.
Cask Finish Series
Amburana Cask Finish
Straight Kentucky Bourbon Whiskey finished in Amburana casks from Brazil, delivering unique spice and vanilla characteristics that distinguish this limited expression from the core Lasso Motel range.
Partnership Edition
James Dean 13-Year-Old Rye Whiskey
Debuting June 2026, Lasso Motel partnered with the James Dean Estate to create a 13-Year-Old Rye Whiskey inspired by the cultural icon. This expression pays homage to Dean’s roots in Fairmount, Indiana and is slated to become a must-have collectors’ bottle for whiskey enthusiasts and fans of music, culture, and iconic American style.
Press Coverage
Secured in the Publications That Matter
Rolling Stone
National Availability
Experience Lasso Motel Whiskey Coast to Coast
Lasso Motel Whiskey is available online for nationwide shipping via Seelbachs.com as well as on shelves in California, New York, New Jersey, Oklahoma, Nevada, Colorado, Texas, and Florida.
Each bottle channels the creativity, grit, and soul of the historic Belmont Hotel, bringing a timeless rock-and-roll energy to whiskey lovers across the country.
Media Contact
Lasso Motel Whiskey Press Inquiries
For editorial requests, event invitations, product samples, or interview opportunities, please reach out to the Magrino team directly.
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