In mid-November, two trucks carrying over 24,000 bottles of Santo Tequila — a brand co-owned by chef Guy Fieri and musician Sammy Hagar — were stolen in Laredo, Texas. The cargo, valued at approximately $1 million, included Santo’s blanco, reposado, and a special extra añejo variety that took 39 months to produce.

The thefts occurred just days apart, leading Fieri to suspect that the trucks were specifically targeted. He expressed concern that “someone could be trying to break the momentum” the brand had been gaining. Authorities, including the Laredo Police Department and federal agencies, are investigating the incidents.

Data analytics from Verisk CargoNet indicate that cargo theft has reached an all-time high in 2024, with hard liquor being targeted “almost exclusively.”

Fieri and Hagar are offering a $10,000 reward for information leading to the recovery of the stolen extra añejo tequila, which they consider the “crown jewel” of their company. Fieri likened the heist to a movie plot, stating, “I never in a million years thought this was coming down the pike like this, but it’s real.”

The loss poses a significant setback for Santo Spirits, especially during the holiday season, which accounts for a substantial portion of their annual sales. The company is working diligently to replenish stock but anticipates shortages in the near term.

One of the stolen trucks was tracked to Los Angeles, where it was offloaded on the street. The other truck remains missing.

 

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