Tesla Inc launched its own tequila brand on the electric car maker’s website Thursday, delivering on a promise made by CEO Elon Musk with a $ 250-per-bottle experience that wasn’t available within hours of the product’s launch.
Images of “Tesla Tequila” on the website revealed a slim, lightning-shaped bottle that was a little different from what Musk had once touted. The product was quickly listed as “out of stock”.
Tesla did not immediately respond to a request for comment.
Musk tweeted the idea for “Teslaquila” on April Fools’ Day 2018, which many of his followers considered a joke. However, Musk’s efforts to label the drink this October have been frowned upon by Mexican tequila producers.
The Mexican Tequila Regulatory Council then argued that “the name ‘Teslaquila’ evokes the word tequila … (and) tequila is a protected word.” Under the new name it had no concerns.
“Tesla is now a certified tequila brand under strict regulations for our national drink,” the council said in a statement that would be made by Destiladora del Valle de Tequila, a major manufacturer of tequilas and other spirits.
According to the online tequila database Tequila Matchmaker, the drink is made by Nosotros Tequila, one of the more than 100 labels of Destiladora del Valle de Tequila.
The maker, also known as Casa Maestri, already makes a wide range of brands of tequila, as well as bourbon, vodka, and Canadian whiskey, according to the company’s website.
According to Tesla’s website, the new alcoholic company will only be available in select US states, including New York, California and Washington.
The Silicon Valley billionaire is no stranger to selling quirky products in limited one-time sales.
In early 2018, he sold flamethrowers for $ 500 apiece and raised $ 10 million for his high-speed tunneling company, Boring Company. Musk also previously sold 50,000 Boring Company hats.
Independent industry consultant Clayton Szczech said that without tasting the Tesla liqueur, he would not be able to judge its quality. However, he noted that celebrity products were, by and large, not intended for tequila lovers.
“I doubt this tequila is significantly different from anything they put out,” said Szczech, referring to Destiladora del Valle de Tequila.
The website of the new drink describes it as agave tequila anejo, which has matured in French oak barrels and “has a dry fruit and a light vanilla nose with a balanced cinnamon-pepper finish”.
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