Some brands begin with a business plan. ROXOR began with a conversation between two friends determined to create something entirely their own.
After a global career with Coca-Cola spanning the United States, Japan, India and London, founder Don Short wanted the opportunity to build a brand from the ground up. Having helped grow one of the world's most recognizable companies, he partnered with longtime friend Robert Del Grande, a James Beard Award-winning chef and Ph.D. in biochemistry. Together, they relied on experience rather than consultants, creating a company rooted in creativity, innovation and a shared passion for botanicals.
Rather than entering beer or wine, the pair focused on spirits, where both the bottle and the product could stand apart. Inspired by Coca-Cola's iconic contour bottle, they created ROXOR's Skyline Bottle, featuring raised windows that can be recognized by touch alone. Even in the dark, the bottle is unmistakable. It's also a tribute to the architects who shape the skylines that define our cities.
That same philosophy extends to every spirit they produce. Real plants, not artificial ingredients, are at the heart of the distillery. Their gin features 12 botanicals, vodka is infused with three real flowers, and ROXOR's Botanical Bourbon contains 20 exotic botanicals, creating flavor profiles unlike anything else on the market. From the spirits themselves to the distillery's décor, botanicals define the brand.
For Short and Del Grande, quality begins with authentic ingredients. In an industry where ingredient labels are uncommon, they believed consumers would appreciate spirits crafted with real plants instead of artificial alternatives. Rather than following trends, ROXOR has focused on creating distinctive products that reflect its own vision.
That commitment led to one of the company's proudest achievements: what they call the world's first Botanical Bourbon. Beginning with a young bourbon, Del Grande experimented by aging it with carefully selected botanicals for six months. The process softened the bourbon's harsh edges while adding remarkable depth and complexity. The finished spirit earned a Platinum Award at the prestigious ASCOT Awards, validating the team's innovative approach.
Innovation remains central to the distillery. New recipes are continually tested, including a botanical vermouth and Almond Fresca, a fresh take on traditional almond liqueur finished in bourbon barrels. Expected this fall, Almond Fresca has already become a favorite among visitors during tastings.
Dallas proved to be the perfect home for ROXOR. After purchasing the distillery during the pandemic, relocating felt natural for Short, who had previously lived in the city. Today, he credits Dallas' entrepreneurial spirit and enthusiastic customers for helping the brand flourish.
Visitors quickly discover that ROXOR offers more than exceptional cocktails. Artwork by JM Rizzi, retro soul music, a garnish garden and welcoming staff create an atmosphere that's as memorable as the spirits themselves. Every guest is treated like a "ROX Star."
For Short, the greatest reward isn't simply producing award-winning spirits—it's building a brand with purpose. By blending science, creativity and a passion for botanicals, ROXOR continues to prove that extraordinary ideas often begin with two friends determined to create something unforgettable.
"Real plants inspire every bottle, creating spirits with remarkable depth, balance, and unforgettable character."
"Building ROXOR has never been about following trends. It's about trusting experience, embracing innovation, celebrating botanicals, and creating memorable moments that begin the moment guests walk through the distillery doors and continue long after the last sip."