Guy Fieri and Sammy Hagar’s joint liquor brand, Santo Tequila, had two trucks hijacked and looted of more than 4,000 cases of distilled spirits in Texas last month – like something out of a Hollywood movie – leading estimated damage of about 1 million USD. the company is working to replace bottles that can take up to 39 months to make.
Indeed, “It’s like a movie, but it’s real,” Fieri said in an interview.
According to reports, two trucks were hijacked in Laredo, Texas, shortly after they crossed the international border. Dual volumes of wine are headed to markets in California and Pennsylvania. In total, the trucks carried 4,040 cases of Santo Tequila – that’s 24,240 bottles – including the brand’s blanco, reposado and a special añejo.
Now, Santo Tequila must face the impact of this surreal, oversized heist. Hagar, the former Van Halen singer and noted tequila lover, founded the Santo brand in 2017, bringing his friend, fellow tequila lover and culinary personality Fieri, on board in 2017. 2019.
“We worked very hard,” Fieri continued Everybody. “This [2024] was the best year we ever had in Santo. We just got this momentum and now whatever is on the shelves is something that people are going to get.”
Santo Tequila President Dan Butkus also spoke about the robbery and its impact on the company, emphasizing that the loss of revenue will affect everyone associated with the brand – from the distiller to the sales department.
“Ours is an independent distiller who depends on our sales to make a living for him and his team,” said Butkus. “My sales team, my marketing team, the entire Santo Spirits team depends on these sales. … That’s what hurts me the most. We have to support the people This both at the distillery and in the US.” , and we couldn’t do it right now without the revenue from these cases.”
Butkus added that about 35% of Santa Tequila sales take place in November and December, because Forbes reported, giving greater insight into the impact the theft had on the Santo brand and the inconvenience it will cause tequila consumers this holiday season.
— First published on Enstarz
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