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The Ultimate Fate Of Gas Monkey Tequila: Why Richard Rawlings' 69-Proof Cinnamon Liquor Disappeared

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The Gas Monkey Tequila venture, launched by *Fast N' Loud* star Richard Rawlings, was one of the most ambitious brand expansions outside of the automotive world, promising a high-octane spirit to match the Gas Monkey lifestyle. As of late 2025, the reality surrounding the "Gas Monkey Cinnamon Tequila" is that it has quietly faded from liquor store shelves and online distributors, with many sources confirming the product is now considered discontinued. This raises the question of what happened to the 69-proof, cinnamon-infused spirit that Rawlings once predicted would become a "$100 million brand."

The tequila, an unexpected pivot for the Dallas-based car builder, was designed to capture the attention of a younger, party-focused demographic. It was a bold move to enter the highly competitive spirits market, leveraging the immense popularity of the Discovery Channel show, *Fast N' Loud*. The product's eventual disappearance highlights the challenges of turning reality TV stardom into a lasting, successful liquor brand.

Richard Ray Rawlings: Biography, Empire, and Entrepreneurial Ventures

Richard Ray Rawlings is an American entrepreneur, car builder, cross-country racer, and reality television personality best known as the owner of Gas Monkey Garage and the star of the hit show *Fast N' Loud*.

  • Full Name: Richard Ray Rawlings
  • Date of Birth: March 30, 1969
  • Age (as of 2025): 56 years old
  • Birthplace: Fort Worth, Texas, United States
  • Primary Profession: Businessman, Entrepreneur, Car Builder, TV Personality
  • Key Ventures: Gas Monkey Garage, Gas Monkey Bar N' Grill (now closed/rebranded), Richard Rawlings' Garage, Gas Monkey Energy Drink, Gas Monkey Cinnamon Tequila (discontinued), and a recent investment in Garage Beer.
  • Net Worth: Estimated to be between $15 million and $30 million as of 2025, accumulated through his various businesses, television contracts, and licensing deals.
  • Career Highlight: Rawlings is one of the few people to have twice participated in and won the Cannonball Run, a famous cross-country automotive race.

Rawlings has consistently demonstrated a knack for branding, transforming his Dallas-based custom car shop, Gas Monkey Garage, into a global lifestyle brand. This brand extension strategy has included everything from apparel and energy drinks to a chain of restaurants and a live music venue, making the leap into the liquor industry a natural, albeit challenging, step.

The Rise and Unique Profile of Gas Monkey Cinnamon Tequila

The Gas Monkey Cinnamon Tequila was officially founded around 2014, capitalizing on the peak popularity of the *Fast N' Loud* television show. The product was not a traditional tequila; instead, it was positioned as a flavored liqueur or "shooter" designed to be consumed neat or in simple cocktails.

Key Product Specifications and Flavor Profile

Gas Monkey Cinnamon Tequila stood out in the crowded tequila market due to its specific characteristics and unique flavor:

  • Base Spirit: Made from Mexico's finest Blue Weber Agave, the traditional base for high-quality tequila.
  • Flavor: Infused with natural cinnamon. This infusion gave it a distinctive sweet and spicy kick, often described by reviewers as a smooth, surprising, and refreshing change from traditional 'hot' tequila.
  • Proof: 69 Proof (34.5% Alcohol by Volume). This lower proof level made it easier to consume as a shot, appealing to a younger, less experienced spirits drinker.
  • Branding: The bottle featured the iconic Gas Monkey logo, instantly recognizable to millions of *Fast N' Loud* fans, giving it immediate brand recognition.

Richard Rawlings was highly optimistic about the brand's potential, predicting massive success in the flavored spirits category. Initial distribution plans were aggressive, targeting major markets across the US, including Florida, Georgia, South Carolina, Colorado, Arizona, Nevada, and California.

The initial concept was to expand the line beyond cinnamon, with Rawlings expressing a desire to create three more liquor options to form a full "Gas Monkey Liquor" line. This ambition showed a long-term commitment to the spirits industry, viewing the tequila as the flagship product for a larger portfolio.

The Discontinuation: Why the Gas Monkey Tequila Brand Stalled

Despite the initial hype, strong brand recognition, and a unique product niche, the Gas Monkey Cinnamon Tequila appears to have been discontinued. While Richard Rawlings or Gas Monkey Garage have not released an official statement detailing the exact reasons, the evidence from the market and corporate filings points to several likely factors for the brand's quiet end:

1. The Reality of the Competitive Spirits Market

The flavored tequila and cinnamon liqueur market is intensely competitive, dominated by established industry giants. Launching a new spirit requires massive, sustained marketing and distribution investment, far exceeding what is needed for simple merchandise or apparel. Maintaining shelf space and distributor interest is a constant battle. The initial prediction of becoming a "$100 million brand" within a year proved to be an overwhelming target for a celebrity-backed, single-product line.

2. Loss of Television Momentum

The Gas Monkey brand's visibility was intrinsically tied to the success and airtime of *Fast N' Loud* on the Discovery Channel. As the show’s run concluded and Rawlings shifted focus to other ventures and his YouTube channel, the free, massive promotional platform for the tequila diminished. The brand's sales likely relied heavily on impulse buys from fans, which dropped off without the constant exposure.

3. Financial and Corporate Status

A corporate profile from 2025 listed Gas Monkey Tequila as an "unfunded company" founded in 2014. This status suggests that the venture may have struggled to secure the necessary investment or capital to scale production, distribution, and marketing to a national level. The lack of funding is a common reason for a promising new brand to stall and eventually cease operations.

4. Richard Rawlings' Pivot to New Ventures

Richard Rawlings is a serial entrepreneur who constantly moves on to new projects. While the tequila was a major focus for a time, Rawlings has since invested in and promoted other alcohol-related ventures, such as the "Garage Beer" brand alongside celebrities like Travis and Jason Kelce. This shift in focus indicates that the tequila project may have been deprioritized or simply replaced by a more promising opportunity in the highly competitive beverage industry.

For fans looking to taste the legendary 69-proof shooter, the search has become a true "Gas Monkey hunt." While a few bottles may still be found in the back stock of smaller liquor stores or online specialty retailers, the consensus is clear: Gas Monkey Cinnamon Tequila is a relic of the *Fast N' Loud* era, a fascinating footnote in the expansive Gas Monkey brand empire.

The Ultimate Fate of Gas Monkey Tequila: Why Richard Rawlings' 69-Proof Cinnamon Liquor Disappeared
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