Tesla Inc launched its own brand of tequila on the electric car maker’s website Thursday, fulfilling CEO Elon Musk’s promise with a $ 250 per bottle experience that wasn’t available within hours of the product taking off.
The images of “Tesla Tequila” on the website revealed an elegant bottle shaped like a lightning bolt, a little different than 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 of ”Teslaquila” on April 1, 2018, which many of his followers considered a joke. However, Musk’s efforts to register the drink in October of that year were frowned upon by Mexican tequila makers.
The Tequila Regulatory Council of Mexico then stated that “the name” Teslaquila “evokes the word Tequila … (and) Tequila is a protected word.” Under the new name, he had no qualms.
“Tesla is now a certified brand of tequila under the strict regulations regarding our national drink,” the board said in a statement, saying it would be made by Destiladora del Valle de Tequila, a major producer of tequila and other spirits.
Tesla’s website claims the drink will be made by Nosotros Tequila, which is one of more than 100 labels in Destiladora del Valle de Tequila, according to the Tequila Matchmaker online database of tequila.
Also known as Casa Maestri, the manufacturer already produces a wide range of tequila brands, as well as bourbon, vodka and Canadian whiskey, according to the company’s website.
According to Tesla’s website, the new booze adventure will only be available in select US states, including New York, California and Washington.
The Silicon Valley billionaire is no stranger to selling extravagant products with limited one-time sales.
He sold flamethrowers for $ 500 each in early 2018, raising $ 10 million for his high-speed tunnel venture The Boring Company. Musk has also previously sold 50,000 Boring Company hats.
Independent industrial consultant Clayton Szczech said that without tasting the liquor Tesla could not assess its quality. But he noted that the celebrity products, on the whole, weren’t intended for tequila enthusiasts.
“I tend to doubt that this tequila is significantly different from everything else they are making,” Szczech said, referring to Destiladora del Valle de Tequila.
The new drink’s website describes it as agave tequila añejo aged in French oak barrels, “characterized by a dry fruit and a light vanilla nose with a balanced finish of pepper cinnamon”.