Client / Desert Door

Building awareness for Texas' very own spirit.

Desert Door is a line of sotol produced from West Texas-grown evergreen sotol – also known as the Desert Spoon plant. Giant Noise began working with the brand since 2017 as they opened their Driftwood, Texas, distillery and launched statewide distribution.

Desert Door founders Ryan Campbell, Judson Kauffman, and Brent Looby met while attending The University of Texas McCombs School of Business. An elective course on entrepreneurship planted the seed for the trio that would lead to the group developing the first sotol distillery in the nation shortly after getting their MBAs. Each founder has a passion for the outdoors, the wilds of Texas, and all are former service members of the United States military. Together, the three founders unearthed the uniquely Texas spirit and opened a 6,500-square-foot distillery in Driftwood, Texas, in 2017.

Since opening in November 2017, the distillery has produced two versions of the sotol: Desert Door Original Texas Sotol, a versatile and complex spirit that is organic with herbaceous and vegetal notes that leave the palate with a crisp earthiness, a hint of floral mint, and just the right amount of sweetness to calm it down, and Desert Door Oak-Aged Sotol, an ultra-premium sipping spirit, distilled using the most mature plants aged in new American charred white oak barrels. In 2o18, Desert Door announced that several Austin and San Antonio area bars, restaurants, and select liquor stores would begin carrying the product. The brand has since expanded distribution throughout Texas and continues to grow each month.

Giant Noise worked with Desert Door to outline a press plan for the distillery opening and the launch of the new spirits brand. The plan for Desert Door included traditional press outreach to local, regional, and national outlets and influencer gifting and sampling. Our team worked to help the brand host events for media, influencers, and beverage industry professionals, and we also advised the brand on sponsorship opportunities to expose Desert Door to new audiences.

Our work resulted in coverage for the sotol brand in Texas Monthly, Austin Business Journal, Austin American-Statesman, The Austin Chronicle, CNBC, CultureMap, and The Spirits Business, among others.

Check out the highlights below…

Photography by
Allyson Campbell, Michael Thad Carter, John Davidson, Julia Keim
Desert Door made a name for ourselves right out of the gate and Giant Noise was with us every step of the way. Giant Noise understood and embraced Desert Door's identity and purpose and they helped us reach exactly who we wanted to reach. It's rare to work with such a cohesive and professional team who responds so quickly and thoughtfully to our needs.

Judson Kauffman

Partner, Desert Door

Always looking forward to our next conversation.

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