Photography by Yuvie Styles
Dallas native Devin Odell got his start as one of the “best kids in Texas.” Before he became a member of the craft alcohol world, Odell was a professional paintball player. His journey is part of Dan Napoli’s 2017 documentary Best Kids in Texas, which features the story of Odell’s team, the San Antonio X-Factor. As a player, Odell was traveling the world on tour. He wanted to create a product he could travel with and share wherever he went. This was the genesis of Dynasty Spirits, which now operates a distillery and bottling plant in the Dallas Design District. The company has a diverse offering, ranging from tequilas to vodkas to ready-to-drink margaritas and more. Dynasty Spirits’ newest venture, the eighth addition to its portfolio, is Lasso Motel Whiskey. With this lineup of 13 different whiskeys, Odell sought to recreate the essence of Dallas’ iconic Belmont Hotel, where he stayed for over four years. In its heyday, the hotel was frequented by musicians and other creatives, and it is this dedication to the road less traveled that is reflected in the Lasso Motel brand.
Why did you start Dynasty Spirits?
Dynasty Spirits started in 2010, while I was living in San Diego and playing professional paintball. My brother approached me with the concept of launching a vodka company together. I knew paintball wasn’t something I could do forever, so the timing felt right. It also gave me the opportunity to tap into the Texas craft spirits movement, which was just gaining momentum.
What drew you to the spirits industry?
Spirits tell stories. They bring people together and create moments, whether at a dinner party, an event or an intimate gathering with friends. I’ve always been drawn to the role spirits play in these experiences, and having the opportunity to craft products that enhance them is incredibly rewarding.
Why such a diverse portfolio of spirits?
For me, alcohol is a journey. Each spirit — bourbon, scotch, wine, gin, tequila — has unique nuances to explore. As my own preferences have evolved over time, so has the inspiration for our portfolio. Lasso Motel Whiskey took over four years to perfect. Even before the first bottle was released, we spent two years refining every detail to ensure it was exactly what we envisioned.
What has growth been like for Dynasty Spirits?
In this industry, there’s no such thing as overnight success. Developing products takes years, and it often takes five to eight years for brands to truly resonate with customers. Patience, consistency and a commitment to quality have been the foundations of our success. Looking back, it’s amazing to see how far the company has come — what began with one product has evolved into a portfolio of brands, including my most recent, Lasso Motel Whiskey. were staying long-term or just passing through, the energy was electric. Late nights in the lobby by the white grand piano are some of my favorite memories, and they inspired both the name and the concept behind Lasso Motel Whiskey.
How does the whiskey reflect the Belmont Hotel?
Lasso Motel Whiskey was born from a desire to capture the spirit of those who choose the road less traveled. The Belmont Hotel is a place that echoed rock-and-roll nostalgia and served as a hub for artists and creatives. The Belmont’s rich history and my personal memories there laid the foundation for the timeless essence of Lasso Motel Whiskey. The whiskey itself is designed to stand out, not just in taste but visually as well, with its heavy-grade glass decanter and paperweight cork.
Photography by Yuvie Styles
Odell’s Cocktail:
The French Connection
Ingredients
2 ounces Lasso Motel Cognac Cask Finish, 0.75 ounces Amaretto Liqueur
Directions
Add ingredients to a mixing glass, stir and strain into a double old-fashioned glass over a large ice cube
Glassware
Double old-fashioned
Garnish
Orange twist
How would you describe the flavor profiles of Lasso Motel?
Lasso Motel offers a spectrum of flavor profiles, from beautifully aged whiskeys to those enhanced by nuanced cask finishes. Each one tells its own story and offers something unique for the palate.
Who is the target customer for Lasso Motel?
Lasso Motel appeals to a wide range of drinkers. From bourbon enthusiasts to those seeking a unique whiskey experience, we’ve crafted something for everyone. Even wine lovers have been drawn to the brand, thanks to the variety of cask finishes.
You use casks from various countries for aging. What made you choose those specific casks?
We source our bourbon from Kentucky and bring it to Dallas to finish in casks from around the world. Each cask adds its own distinct character. For example, Amburana casks from Brazil impart warm notes of cinnamon and a nostalgic Teddy Graham-like sweetness. In contrast, Cognac casks from France lend rich leather and tobacco undertones. This approach highlights the transformative power of cask aging and the craftsmanship behind it.
What is the best way to enjoy Lasso Motel?
One large rock is ideal for the entire lineup, allowing the flavors to shine. Personally, I love ending the day with the 8-Year — it’s my go-to nightcap.
This interview has been edited for clarity and brevity.
