Who knew what started out as an April Fools’ joke would turn into a full-fledged successful business venture? Elon Musk launches Tesla Tequila, and before he can tweet about it, the new liquor is already sold out. On November 5, electric vehicle (EV) brand Tesla started offering the liquor, which comes in a lighting-bolt shaped bottle and was limited to two bottles per person.
The launch comes two years after chief executive officer Elon Musk tweeted the idea of Teslaquila as an April Fools’ joke in April 2018 – where he claimed Tesla to be “completely and totally bankrupt” and “passed out against a Tesla Model 3, surrounded by Teslaquila bottles.”
Although this news seems like a surprise for the EV brand, Musk has teased about how serious he was about this business venture since 2018 after filing to trademark “Teslaquila” six months after post his April Fools’ tweet. Mexico’s Tequila Regulatory Council wasn’t sold on this name, saying it “evokes the word Tequila … (and) Tequila is a protected word." So, Tesla settled on the simpler brand name Tesla Tequila for the eventual launch.
The tequila is described as agave tequila añejo aged for 15 months in French oak barrels “featuring a dry fruit and light vanilla nose with a balanced cinnamon pepper finish.”
Despite only being available in select states in the United States, the bottles sold out within hours of the launch.
The Musk empire strikes again
Known for his unconventional business ventures, whether it be from launching SpaceX to The Boring Company to his A.I project Neuralink, and now Tesla Tequila, Musk’s unique approach to these projects have allowed him to become one of the most successful business owners in the 21st century.
The launch of the tequila has been met with some backlash, with some finding it odd for a car company to promote alcohol simultaneously. However, Tesla has stated that they will not be liable if consumers drink and drive with Tesla Tequila, and the tequila itself is produced and distributed by third parties Nosotros Tequila and Speakeasy Co., respectively.
Despite launching with almost no marketing, the success of the tequila shows how a brand’s image can allow them to succeed in any medium, despite having no experience in that field.
Although currently sold out, Tesla Tequila is available for purchase in select US states on Tesla’s website for US$250 a bottle.
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