In 2018, Elon Musk made an April Fools’ tweet about being found passed out amid “Teslaquila” bottles. Years later, the joke stopped being so. Tesla Tequila has become a reality. Within a few hours of the tequila launch on Tesla’s website, the bottles were sold out.
It’s unsurprising given Tesla’s brand strength and the clout, even if the product started as an inside joke created by Musk. The bottles have since started to be resold online for almost 6 times the original US$250 (S$334) price. Even empty bottles have been listed.
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Granted, the bottles themselves are quite beautiful. They bear the signature Tesla brand name etched into the glass and are sculpted into a lightning shape presumably a reference to the type of cars they produce. A metal stand carved with the Tesla logo on it holds the uniquely shaped bottle upright, evoking the image of a trophy or a sculpture more than a bottle.
The tequila itself is produced by Nosotros Tequila and has been aged 15 months in French oak barrels. It is said to have notes of dry fruit and vanilla with a cinnamon and pepper finish.
(Related: Why craft spirits are on the rise in Singapore’s cocktail scene)
Now, though taste is certainly important in any alcohol. The release of Tesla’s new product seems to be more brand merchandise than anything else. Essentially, Elon Musk has found a way to sell a joke he made 2 years ago.
Now the only thing to wait for is a fully autonomous self-driving Tesla – in which one could concievably consume said Teslaquila in.
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