In a shocking turn of events, two trucks transporting an expensive load of tequila vanished in Texas.
According to the New York Post, Two trucks loaded with over 24,000 bottles of Santo Tequila went missing last weekend in Laredo, Texas, hampering the holiday supply.
Celebrity chef Guy Fieri and rock legend Sammy Hagar are reeling after the disappearance of two semi-trailers filled with Santo Tequila, a brand the duo co-owns. The tequila, which has been meticulously crafted over close to four years, is valued at approximately $1 million.
The missing tequila isn't just any spirit; it represents a labor of passion and patience. Fieri shared with PEOPLE.com that these batches took 39 months to perfect, which paints a picture of the dedication behind their brand.
"We've worked so hard," Fieri remarked, highlighting that this year had been exceptionally fruitful for Santo before the theft. Their stock, now severally depleted, means what’s available on shelves will soon run dry.
The timing of the theft couldn't be worse. According to Fieri, the holiday season is when Santo Tequila sees the highest demand. With the trucks hijacked around November 9 or 10, the upcoming festive rush will likely suffer.
This incident raises questions about potential motives, with Fieri suggesting that this could be an attempt to derail their growing market presence. "Someone could be trying to break the momentum," he speculated, given the strategic hit during their peak season.
The Laredo police, together with Los Angeles’ specialized Cargo Criminal Apprehension Team and CargoNet, a federal entity, have picked up the investigation. Fieri, determined to get to the bottom of this, has offered a $10,000 reward for any information that leads to the recovery of the stolen liquor.
"It's like a movie," Fieri expressed his disbelief over the situation, emphasizing the surreal nature of the heist.
The theft involves not just one, but two trucks, doubling the stakes and the necessary manpower to execute such a theft. This has left Fieri and his team pondering the boldness of the criminals involved. "I mean, one is one. But now, you’ve got to have double the amount of people to pull off the double heist," he explained.
The hijacking of these trucks is about more than just lost goods; it signifies a substantial blow to Santo's business, potentially affecting their performance well into the new year.
Fieri and Hagar's collaboration in Santo Tequila is deeply intertwined with their personal passions and careers, with Hagar previously known as the "Red Rocker" vocalist for Van Halen. Their combined star power and business acumen have taken Santo to new heights, now threatened by criminal acts.
The loss is particularly stinging given Fieri’s description of the product as the brand's "best year ever," making the disappearance a massive setback for their business endeavors.
Fieri anticipates that the Santo brand will face significant shortages for the foreseeable future, a situation that places additional pressure on the company as it seeks to rebuild and respond to this audacious theft.
As authorities continue to piece together this puzzle, the community and industry watchers are left wondering about the implications for the high-end tequila market and how brands can protect themselves from similar incidents in the future.
The incident underscores the vulnerabilities in the cargo transport sector, particularly when dealing with high-value goods, pushing for heightened security and tracking measures to prevent future losses.
