Thieves stole tens of thousands of cans of beer valued at approximately $70,000 in two separate cargo thefts from a Southern California warehouse on August 17, according to the Montclair Police Department. Both incidents took place at an Anheuser-Busch distribution center located at 4545 Brooks St. in Montclair, about 40 miles east of Los Angeles. Police are investigating whether the two pickups were part of a single, sophisticated fraudulent cargo theft operation.
Two Heists at a California Warehouse
In the first incident, which occurred around 10 a.m., a shipment containing about $45,000 worth of beer headed to Tucson, Arizona, was picked up from the facility but was never delivered. Approximately one hour later, a purported subcontracting company submitted fake documents to pick up a second shipment containing about $25,000 worth of beer products from the same location. That shipment also disappeared without reaching its destination.
Cargo Details and Stolen Inventory
According to a police report obtained by the Los Angeles Times, the missing inventory totaled 1,602 cases containing 33,984 cans of beer. The stolen products included 860 cases of 15-packs of 25-ounce Pabst Blue Ribbon cans, 546 cases of 30-packs of 12-ounce PBR cans, and 196 cases of 24-packs of 12-ounce nonalcoholic Old Milwaukee.
Pabst stated on Instagram that the total weight of the stolen cargo reached 40,000 pounds, which includes the beer alongside pallets and other packaging materials. While the company’s social media posts referred to a missing truckload or a stolen truck, the Montclair Police Department clarified that no trucks were taken during the heists. Detectives are currently examining discrepancies involving the trucking company, drivers, and vehicles used in the pickups.
Social Media Campaign and Reward Offer
Pabst Blue Ribbon responded to the multi-thousand-dollar theft by turning the incident into a lighthearted social media promotion on Instagram to generate leads and encourage the return of the cargo. The playful approach created confusion among fans over whether the cargo theft was genuine, prompting the brand to issue clarifications that the story was completely real.
To the thief: we don’t fault you for wanting to brag to your friends how much PBR you have, we just wish you obtained it the honorable way,
the company wrote in an August 21 post, adding, P.s. this is real and we are deadly serious.
Paul Meyers, Pabst’s senior director of integration marketing, noted that the tone reflects customer expectations. Our tone on social media is fun, and it’s what our customers expect,
Meyers told the Los Angeles Times. It’s sort of at the heart of what you’re seeing and our efforts to bring awareness to this situation.
Alongside starting a countdown clock for the return of the beer, Pabst offered a cash reward for information helping solve the mystery. No arrests or suspects have been announced by law enforcement. Authorities ask anyone with information regarding the incidents, the vehicles, drivers, delivery companies, or the missing cargo to contact the Montclair Police Department at 909-621-4771.
