The Tequila Heist: 60 Minutes Investigates How Thieves Are Draining the Global Supply Chain

In a compelling segment titled “The Tequila Heist,” part of 60 Minutes Presents: Cheers, correspondent Sharyn Alfonsi examines a growing crisis that is putting both brands and supply networks at serious risk. What began as an eye-catching headline about the disappearance of 24,000 bottles of Guy Fieri’s Santo Tequila becomes a deeper dive into the sophisticated world of alcohol cargo theft, where modern crime meets vulnerable logistics.

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The Digital Age of Theft

Traditional cargo theft often involved brute force—robberies at truck stops or violent hijackings. Today, Alfonsi reveals, the game has changed. Criminal networks are using forged shipping documents, fake identities, and insider knowledge to pose as legitimate carriers. With little more than a computer, they can redirect entire shipments and make off with millions in merchandise before anyone notices.

One of the key vulnerabilities lies in the digital transformation of logistics, where freight brokers and carriers coordinate deliveries through centralized platforms. These systems are efficient but often lack the human safeguards that once prevented fraud. The thieves know how to exploit these gaps, intercepting high-value shipments like premium tequila without raising red flags until it’s too late.

Guy Fieri’s Missing Tequila

The stolen shipment of Santo Tequila brought sudden attention to a widespread issue. Launched by Guy Fieri and rocker Sammy Hagar, the brand had been gaining ground in the U.S. spirits market. But when tens of thousands of bottles vanished between distillation and warehouse delivery, the theft sent shockwaves through the industry.

Alfonsi details how the criminals operated under the guise of a legitimate trucking company, rerouting the cargo into the hands of organized crime. There were no broken locks or stolen trucks—just a clean vanishing act aided by lax verification protocols and clever deception. The stolen tequila likely ended up being sold on the black market, with little traceability once it left the legal distribution chain.

A Global Threat to the Spirits Industry

The Santo Tequila case is not an outlier. Alcohol has become one of the most stolen commodities worldwide due to its high resale value and low risk of detection. Unlike electronics, bottles of liquor carry no unique serial numbers. Once stolen, they can be quickly funneled into grey markets or sold to unwitting buyers.

Alfonsi interviews experts who warn that alcohol shipments, especially premium or celebrity-endorsed brands, are now routinely targeted by organized theft rings. The volume of stolen goods is staggering, with hundreds of millions of dollars in alcohol vanishing annually. The thefts are happening across continents, from U.S. highways to European ports and Latin American bottling plants.

Tracking the Criminal Networks

What makes modern cargo theft especially dangerous is its connection to larger criminal syndicates. The same organizations trafficking weapons, drugs, or humans often run cargo theft operations as a lower-risk revenue stream. They use forged bills of lading, shell companies, and complicit insiders to bypass inspections.

Alfonsi points to several cases where trucks were intercepted with stolen alcohol or empty containers were found across state lines. In some instances, the same identities were used to pick up multiple shipments from different companies. The crimes are coordinated and highly professional, involving teams who specialize in surveillance, tech manipulation, and rapid resale.

Industry Response and Shortcomings

Faced with mounting losses, many distributors and retailers are investing in new technology to track shipments and verify carriers. GPS tracking, RFID tags, and AI-powered logistics platforms are being deployed to identify anomalies in transport routes and pickup records. Some companies are returning to old-school verification methods, such as phone call confirmations and driver fingerprint scans.

Still, enforcement remains difficult. As Alfonsi explains, cargo theft often falls through jurisdictional cracks, especially when stolen goods cross state or national borders. Prosecution is rare, and recovery rates are low. Many cases, like the Santo Tequila theft, are never solved and the products are never recovered.

What This Means for Consumers

The rise in alcohol cargo theft has ripple effects beyond the spirits industry. Retail prices may rise to account for losses. Brands may struggle with supply gaps. And worst of all, counterfeit or stolen alcohol could find its way to consumers through unregulated channels.

Alfonsi’s report shines a light on a hidden crisis that is reshaping how alcohol reaches the shelf. While it may be easy to dismiss the theft of tequila as a quirky story, the truth is more serious. This is a growing threat to global commerce, and its victims include not just celebrity brands, but businesses large and small—and the everyday shoppers who rely on secure supply chains.

60 Minutes Presents: Cheers aired Sunday, December 28, 2025, on CBS and Paramount+, featuring this investigative segment that exposes the high-tech underworld behind one of the world’s most consumed commodities.