Originally published on The Amp, Giant Noise's LinkedIn newsletter. Event details are as originally published.
Welcome back. Issue 2 of The Amp is here, and we've packed it with the client news, team highlights, and industry moments worth your time.
Behind the Brand
Each issue, we sit down with a client, collaborator, or creative force we're proud to be working alongside. This month, we're talking with our new public relations client, Sasha Petrovic, founder of All Día, a premium, low-calorie, low-ABV hard seltzer crafted for wellness-conscious drinkers who want all-day enjoyment. You can find All Día in Austin now at Westwoods Liquor and on their website.
Give us your elevator pitch for why people should drink All Día. I've pitched this 1,000 times, but it always comes down to one thing: Sessionability. All Día is an ultra-premium, tequila-based seltzer engineered to fill the massive gap between non-alcoholic drinks and heavy 5%+ cocktails. At just 2.5% ABV and 50 calories, it's crafted with real tequila and simple, clean ingredients. It's the "zebra-stripe" drink, the perfect way to start celebrating or downshift without sacrificing your potential (or your workout) the next morning.
Share more about your background and why you founded All Día. I grew up in a Texas entrepreneurial household, so turning ideas into reality is in my DNA. My background is in business operations, which gave me the toolkit to build the foundation, but the "spark" happened on a back-to-back Lake Austin weekend. We woke up feeling like sh*t just as a new crew of friends arrived ready to wakesurf. We wanted to stay social but couldn't stomach another heavy cocktail. When we realized there was no high-quality, low-ABV option, we started mixing our own "light" ranch waters in our YETI tumblers, and we quickly realized you shouldn't have to choose between a fun afternoon and a productive tomorrow.
Austin has become a proving ground for many consumer brands. What has surprised you most about building something here? The most surprising thing has been the immediate 'aha!' moment from both consumers and food and beverage executives. Austin is full of "label readers" who value transparency, and I've been blown away by how quickly people "get it" the moment they pick up a can. From the fitness community to the weekend leisure crowd, there's an authentic energy here where people crave better-for-you options that actually fit their active lifestyles. It makes telling our story feel less like a "pitch" and more like a shared mission. I couldn't think of a better place to launch than Austin, Texas.
All Día is a tequila-based hard seltzer that keeps up with your day, without slowing you down.
You seem equally focused on how you're building All Día. What does that mean to you in practice? It means radical transparency and "liquid first" logic. Most canned cocktails hide their ingredients and/or nutrition facts because they aren't legally required to disclose them. We print ours front and center. We also refuse to use AI-generated content; everything we share is human-made and reflects real experiences. We've over-invested in making the liquid "ultra-premium" because we want our strength to be rooted in what's in the can, not just the marketing around it. We're building a bridge for the wellness-conscious and sober-curious, which requires a higher bar for honesty and transparency. We believe in the motto printed on every one of our branded cycling kits: Live Authentically, Own Your Potential.
What are your goals for All Día, and what does it look like when you've gotten where you're going? Our immediate goal is to own our backyard in Central Texas before taking the "low-ABV revolution" to the rest of the state and then expanding to Florida, California, and Arizona. Success is All Día becoming the "anytime" beverage. When we've arrived, we'll be the go-to choice at every pool, golf club, beach chair, and trailhead. We want to be the flagship brand in that white space between "non-alc" and "5%+," proving you can enjoy all damn day and still own your day.
Meet the Team
We're a people-first agency, so for every issue, we hand the mic to someone on our team. This month, we're highlighting account supervisor Angela Hinson, who recently won the Alliance for Women in Media (AWM) Austin Chapter 2026 Trailblazer & Award of Excellence for her work in media buying. We talk through her current client work, what she's been excited about lately, and everything happening outside the office, too. Because the best agency people are interesting people.
Account supervisor Angela Hinson pictured at Antone’s Nightclub for Austin Blues Fest’s SXSW day party.
Tell us about your role at Giant Noise and what your typical day looks like. I'm a public relations account supervisor in Giant Noise's Austin office, where no two days look quite the same. Some days are spent working from home alongside my dog, taking calls, drafting press releases, and managing client communications, while others have me on-site at events, meeting with media over coffee, or collaborating with my team in the office.
Is there a recent project or moment in your work that you're most excited about or proud of? On April 16 (the same day as the AWM Awards!), I was onsite at a client event, the UMLAUF Sculpture Garden + Museum's annual Garden Party fundraiser, that I have had the pleasure of working for every year I've been at Giant Noise. The UMLAUF saw a record-breaking evening across the board, and it was a genuinely beautiful, special moment that I am incredibly proud to have been a part of.
What's something you've gotten better at this year, professionally or otherwise? This year has been an incredible step forward in my professional journey, as I've expanded both my network and experience by getting involved with organizations around Austin that genuinely inspire me. From serving as Chair of the UMLAUF Garden Party (in addition to providing PR support) to acting as an Ambassador for the Abigail E. Keller Foundation and serving as a committee member for the Austin Under 40 Awards, I'm grateful to feel both empowered and encouraged by Giant Noise to connect with new people through this kind of community involvement.
What's something you think more people in the marketing industry should be paying attention to? People. It's not a novel thought. The COVID-era digitalscape, followed by the emergence of AI and other technologies, has spurred a trend toward authentic, genuine human connection. I think it's easy in our industry to get caught up in the nitty-gritty digital space, but at the end of the day, we are real people asking real people to talk about real people. Attend the coffee meeting and mentor the student. You never know where a connection will lead down the road.
What are you into outside of work right now — what would your friends say you can't stop talking about? Travel, travel, travel. The experience of other cultures, natural wonders, food, people, etc., will always be unmatched. I still haven't shut up about Iceland, and I went two years ago. (It's worth it.)
Industry Notes
What we're watching, what it means, and why it matters. Marketing moves fast. This section is our standing commitment to staying ahead of it: trends, shifts, and cultural moments that are reshaping how brands show up.
There's been a recent surge in behind-the-scenes content among both brands and creators. It makes sense: in today's AI-infused era, where the authenticity of everything is questionable, showing people how the sausage gets made highlights the time and care that goes into creating something special. Especially popular with younger generations who find beauty in imperfections and love an "oddly satisfying" moment, the format is a budget-friendly, soft-touch way for small businesses to create meaningful connections with customers — or for luxury brands to shine a light on craftsmanship. In a landscape where perfection can raise suspicions, inviting your audience behind the curtain builds trust through transparency and celebrates the messy middle of the creative process.
The Dossier
Your guide to what's happening with Giant Noise clients. Events, openings, launches, and happenings worth putting on your radar. Mark your calendars accordingly. From backyard BBQ to a landmark greenway opening to a patriotic country night under the stars, our clients are showing up in a big way this summer. Here's what's on our radar, and yours.
May 8: Robert Johnson Celebration at Gunter Hotel, San Antonio, Texas: Experience an evening of live music in one of San Antonio's most iconic settings as the Gunter Studio Launch Concert celebrates a new chapter in the hotel's musical legacy. Featuring performances by the Peterson Brothers, Nicky Diamonds, and Sue Foley, the night honors the roots of blues while spotlighting its modern voice. Get your tickets now.
June 6: Waterloo Greenway Confluence Opening, Austin, Texas: Austin's most anticipated green space milestone is finally here. The opening of Confluence, the latest phase of the Waterloo Greenway, marks a transformative moment for downtown Austin and the communities it connects. Follow the Waterloo Greenway Instagram for more info on this event coming soon!
June 19–20: Omni Barton Creek: Smoke BBQ, Austin, Texas: Two days. Great smoke. One of Austin's most iconic resort backdrops. Omni Barton Creek's Smoke BBQ event is the kind of summer weekend that doesn't need much more convincing than that. Buy your tickets here.
July 4: Fireworks on the Fairway - Darius Rucker at Omni PGA Frisco, Frisco, Texas: There's no better way to spend the Fourth than with Hootie himself. Darius Rucker takes the stage for Fireworks on the Fairway at Omni PGA Frisco for what promises to be the summer's most festive night out in DFW. The evening builds to an awe-inspiring finale: a mesmerizing drone show illuminates the night sky, followed by a breathtaking fireworks display across the fairway. Paired with festive programming throughout the resort, this immersive experience captures the spirit, scale, and emotion of America's 250th. Book your stay here.
The Work
Each issue, we spotlight a piece of our work worth a deeper look: the strategy behind it, how it came together, and what made it land. This month: LARCH HOUSE. Here's the story behind it.
Client: Larch House, a design-forward luxury hotel nestled in the mountains of Whitefish, Montana.
Why we did it: When SHOP Companies first introduced Larch House to us, we knew it had the makings of a standout hotel launch. Designed by Olson Kundig, the 39-key alpine-inspired property introduced a new level of elevated, design-driven hospitality to Whitefish's historic Railway District, marking the first boutique hotel of its kind in the small, charming mountain town just 45 minutes from the Canadian border. Positioned as both a luxury retreat and a cultural anchor for the community, Larch House signaled a transformative shift in Whitefish's rise as a year-round destination.
What we did: Giant Noise led a full-scale PR campaign with a national-first mindset. We secured a first-look exclusive with Travel + Leisure, immediately placing Larch House in a national spotlight, followed by a series of embargoed features with top-tier travel and design outlets. Our storytelling approach tapped into the growing appetite for nature-forward, design-led travel, emphasizing Larch House's unique architecture, sense of place, and broader cultural relevance in Whitefish.
Results: Major national recognition right out of the gate. Larch House was named to Travel + Leisure's It List 2026, a coveted roundup of the world's best new hotels, alongside features in Architectural Digest, AFAR, Condé Nast Traveler, and Hospitality Design. The coverage not only elevated the property but repositioned Whitefish as a must-visit destination, turning what's long been a low-key mountain town into a name on the international travel radar.
What We're Loving
This is our unfiltered edit: campaigns that made us jealous, Substacks we keep forwarding, products we can't stop talking about, and events worth clearing your calendar for. Curated each month by Dallas VP Kristie Ramirez.
Brand I Love: LONA: Okay, yes, this is a Giant Noise client, but I'm obsessed with the branding and origin story. The brainchild of two beauty industry veterans, Kathryn Bain and Annie Vallely, LONA takes western botanicals like agave, prickly pear cactus, and yucca and uses the potency of the plants for its three products: Cactus Silk, a face oil and serum; Babe Balm, a lip and eye serum; and Desert Dust, an exfoliating powder. With just three products in the line, it's easy to dip your toe in and try. LONA is also now available on FreePeople.com!
Travel I Love: I can’t wait to make my way back out to West Texas later this year to eat at Chef Dylan McShan’s new restaurant, The Sleeping Lion. Located in Fort Davis, McShan is well known in the Texas desert for his open fire cooking, and come summer, you no longer have to wait for a catered event to try his food. While you’re here, check out Amber and Baxter Box’s The Local Chapter for a stay in its luxury yurts. Yes, there is such a thing.
Substack I Love: Joni Sweet’s Substack, with its very straightforward and untricky name, Joni Sweet’s Press Opportunities & Media Insights, was recently sent around our office by account director Maggie Fitzgerald, and it’s a good read for anyone in public relations and marketing, with posts like The #1 Thing Ruining Your Pitches Right Now and Here’s a Real PR Pitch That Led Coverage. Hot tip: take a peek at her recommended reads, all 12 of them, for even more of a deep dive into the world of PR and media.
See you in Issue 3. Until then, follow us on Instagram, forward this to someone who needs to know about Giant Noise, and if you're ready to work together, reach out at newbiz@giantnoise.com (mailto:newbiz@giantnoise.com)