Holland attributes the success to a more DIY, grassroots approach to the sauce:
Growing up here I was always into Mexican food and culture, Day of the Dead, all of it, and one day I looked at a hot sauce bottle and wondered if I could do better, We took it to fire stations and electrical unions and gave it away. I leave it at beach bars in Huntington and Redondo. The best way is to get one person to taste it and then tell their friends. Ads don't sell hot sauce. Friends do.
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