The automaker now lists Tesla Tequila (a bit different from the original Teslaquila branding) on its website. The tequila — described as a “small-batch premium 100% de agave tequila añejo made from sustainably sourced highland and lowland agaves,” is housed in a handblown glass bottle shaped in the electric charge symbol. Oh, and it costs $250.
Celeb-produced tequilas are nothing new — and are often lucrative. Casamigos, the tequila brand co-founded by George Clooney, was acquired by Diageo in a deal that valued the company up to $1 billion. Tesla Tequila might be first liquor sold by an automaker. The liquor is produced by Nosotros Tequila, according to the company.
The tequila first popped up in April 2018 when Musk tweeted a photo of himself passed out against a Tesla Model 3 “surrounded by “Teslaquilla” bottles, the tracks of dried tears still visible on his cheeks.” In the photo, Musk is holding a cardboard sign that reads “bankwupt.”
Later that year, Tesla filed an application with the U.S. Patent and Trademark Office to trademark “Teslaquila.”