New York, NY (October 1, 2024) – Magrino, a full-channel communications agency based in New York City, today announced Agency of Record status for two new clients: new whiskey brand, Lasso Motel, hailing from Devin Odell’s award-winning Dynasty Spirits portfolio, and SusieCakes, a classic American bakery concept with twenty-eight locations and counting across California, Texas and Tennessee. As both brands look to expand their awareness and reach with key consumers, Magrino will execute strategic launch and expansion plans to support growth goals into 2025.
The creation of Lasso Motel Whiskey was inspired by Odell’s time at the storied Belmont Hotel—a now-shuttered but historic Dallas landmark reminiscent of the iconic Chateau Marmont. The hotel, once a vibrant hub for artists and celebrities, offered stunning views of the city. Encapsulated by the rock-and-roll nostalgia and the sense of history that the Belmont represented, Odell’s memories of this place laid the foundation for the timeless essence of Lasso Motel Whiskey.
Magrino will support the brand across all PR efforts, from securing impactful editorial coverage in key markets to sourcing events and brand partnerships, positioning Lasso Motel as a trailblazer in the spirits industry that resonates with whiskey enthusiasts at every level.
SusieCakes’ founder, Susan ‘Susie’ Sarich, grew up enjoying freshly baked treats made by her grandmothers after school, a daily baking ritual that left a lasting impression. When Susie grew up and moved to the West Coast, she brought along her grandmothers’ carefully recorded recipes on handwritten 3×5 cards, inspired to create SusieCakes bakeries and to share her childhood experience with others. SusieCakes’ promise is to bake the best-tasting, timeless versions of your most-loved treats.
Since opening her first location in 2006, Susan has opened 29 locations across CA, TX and TN, where all locations continue to be company-owned and founder-led. In 2022, the company launched next-day nationwide shipping so cake lovers everywhere can enjoy her best-loved confections. Today, Susan has a commitment to providing women with progressive careers in the food & hospitality industry and is proud to have over 80% of the SusieCakes team made up of women.
Magrino will support the continued growth and expansion of the SusieCakes brand while elevating the profile of its inspiring and talented founder, Susan Sarich.
About Dynasty Spirits
Dynasty is a highly successful spirits company with a diverse portfolio of brands and a proven track record for quality and high performance. Founded by Devin Odell in 2010, Dynasty has consistently innovated to stay ahead of industry trends. We pride ourselves on quality which has helped us build strong relationships with our friends in the industry and gain loyal followers. Our vast family of brands ranges from botanical vodkas to tequila — offering something for every taste and every occasion. For additional information on Lasso Motel Whiskey please visit https://lassomotelwhiskey.com/ and follow on Instagram @LassoMotelWhiskey.
About SusieCakes
SusieCakes is a classic all-American bakery concept that promises to bake the best tasting, timeless versions of your most loved treats. There are currently twenty-nine locations across California, Texas and Tennessee, and a select assortment of best-selling and seasonal favorite cakes are available for next-day nationwide shipping. Through SusieCakes, Susan honors her grandmothers: both in her dedication to their baking traditions, and her commitment to providing women with progressive careers in the food & hospitality industry. Today, SusieCakes is proud to share that women account for over 80% of the SusieCakes team. All locations are company owned and founder led. For additional information and locations, please visit www.susiecakes.com, and follow on Instagram @SusieCakesBakery.
: @MAGRINOPR