Tesla Inc on Thursday launched its own brand of tequila on the electric car maker’s website, making good on a promise by CEO Elon Musk with a $250-per-bottle experience that was unavailable within hours of the product’s lift-off.
Pictures of “Tesla Tequila” on the website revealed a sleek, lightning-shaped bottle, a bit different from what Musk had once touted. The product was quickly listed as “out of stock.”
In 2018, Tesla CEO Elon Musk had tweeted that Tesla was filing for bankruptcy, and shared a photo of himself “found passed out against a Tesla Model 3, surrounded by ‘Teslaquilla’ bottles”.
He later shared a ‘visual approximation’ of the bottles after people asked him to start selling ‘Teslaquilla’. Musk later said his company had taken up the matter seriously and even submitted a ‘Teslaquila’ trademark application.
Mexico’s Tequila Regulatory Council then argued the “name ‘Teslaquila’ evokes the word Tequila … (and) Tequila is a protected word.” Under the new name, it had no qualms.
“Tesla is now a certified brand of tequila under the strict regulations regarding our national drink,” the council said in a statement, saying it would be made by Destiladora del Valle de Tequila, a major producer of tequilas and other spirits.
Tesla’s website said the beverage will be made by Nosotros Tequila, which is one of Destiladora del Valle de Tequila’s more than 100 labels, according to online tequila database Tequila Matchmaker.
Also known as Casa Maestri, the producer already makes a wide range of tequila brands, as well as bourbon, vodka and Canadian whisky, according to the company’s website.
According to Tesla’s website, the new alcoholic venture will be available only in selected U.S. states, including New York, California, and Washington. The Silicon Valley billionaire is no stranger to selling quirky products in limited one-time sales.
He sold flamethrowers at $500 apiece in early 2018, raising $10 million for his high-speed tunnel venture The Boring Company. Musk also sold 50,000 Boring Company hats previously.
After the company said it had run out of stock, many have asked Tesla to sell another batch of its latest alcoholic offering.
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