On the conception of the hot sauce, Holland states that in the early 2000s, while eating Mexican food, he began to read the label of a bottle of Tapatío; "It just clicked that I had to make one. People who like hot sauce are a certain type of people. They're passionate. They'll have a bottle with them wherever they go. I'm one of those people. And when I'm into something, I really get into it. It's like my music—I liked records, so I learned how to play a guitar. After that? A band."