People-Guy Fieri and Sammy Hagar are reeling after their joint tequila business was involved in a devastating incident.
“We’ve worked so hard,” says Fieri.
“This is our best year we’ve ever had in Santo.
“My sales team, my marketing team, the entire Santo Spirits team is dependent upon these sales.
… That’s sort of the piece that’s most hurtful to me.
First off, whoever planned this heist clearly has a death wish.
Or they don’t understand who theyre messing with.
You dont cross Guy Fieri and just walk away.
This is the man whos survivedDiners, Drive-Ins, and Divesfor 16 seasons without developing a cholesterol problem.
The man whos turned “Flavortown” into a cultural institution.
This is too bad.
Guy is the fucking best.
Hagars rep claims it was an organized crime job.
The kind of thing youd expect to see in a Hollywood script, not a Food internet segment.
BUT, what if there is more to this story than meets the eye?
This is pure speculation, but let’s not forget that Guy is a marketing wizard.
Scoff at that statement all you want.
But just remember the man has built an entire empire on Donkey Sauce and catchphrases.
Youve got to be a purple cow in a field of boring, brown cows.
This isnt just a setback; its a headline.
Thats all Im saying.
Think about it: a tequila heist is practically the stuff of legends.
You couldnt script it better if you tried.
And now, every media outlet from People Magazine to Fox News is talking about Santo Spirits.
Thats publicity you cant buy.
Heres another nugget from the Seth Godin School of Marketing- the manufactured scarcity angle.
Fieri himself said, Whatevers on the shelf is all people are going to get.
Thats how you turn a loss into a win.
Limited supply equals increased demand.
The tequila thats left is suddenly an exclusive commodity.
And lets not forget Sammy in all this.
Hagar, ever the rock star, said the theft was a huge setback but added that theyll survive.
Of course they will.
This isnt their first rodeo.
Guy and Sammy arent the types to cry over spilled tequila.
If anything, this heist has given them an even bigger platform to tell their story.
And tell their story they will.
Will they actually find the culprits?
My moneys on the tequila already being sold off in some shady backroom deal.
But that doesnt matter.
