Tesla Tequila is real? That’s the question many people are asking themselves after the recent announcement that the elixir was indeed available to buy on the company’s website.
Many assumed it was all a publicity stunt or a Twitter joke by the eccentric Tesla founder…looks like we are all wrong. Turns out we probably shouldn’t of doubted him. He’s already gotten people to buy flamethrowers, short shorts and surfboards. Guess it was only natural that the billionaire’s next move would be tequila.
Only one problem: tequila is a well protected and regulated beverage that’s overseen by Mexican officials. So although he’s released his so-called Tesla Tequila, he didn’t get to call it what he had wanted to, thanks to Mexican regulators.
Mexican officials told Elon Musk no to his ‘Teslaquila’ brand.
It was more than two years ago that Elon Musk referenced the “Teslaquilla” (yes, with two Las) idea. It came in the form of an April Fool’s Day joke, with Musk writing, “Elon was found passed out against a Tesla Model 3, surrounded by ‘Teslaquilla’ bottles, the tracks of dried tears still visible on his cheeks.”
But thanks to Mexican regulators, Musk has had to change his approach. Although he launched his tequila brand over in November, he didn’t get to call it what he had hoped to call it.
Thanks to strict controls on naming and production of tequila, Musk’s tequila brand is now called Tesla Tequila. Mexico’s Tequila Regulatory Council rejected the name for being too confusing for a brand name, since it’s close to the word “tequila.”
The word “tequila” is a designation of origin; it means the rights of using this word belong only to the tequila agribusiness. That also means no one can register the word as their property. Musk’s team challenged this, saying “Teslaquila” was a natural variant from Tesla and the suffix “-quila.” On January 16th, the final ruling came down: the Mexican Institute of Industrial Property declared it could not register the brand.
Although Musk couldn’t launch ‘teslaquila’, he’s moved fast on Tesla Tequila.
Despite the naming setback, Musk has been hard at work at getting his tequila brand off the ground. And just last month, products started to ship.
Tesla Tequila comes in a lightning bolt-shaped bottle and, according to the label, is an “exclusive, premium 100% de agave tequila añejo aged in French oak barrels” produced by Nosotros Tequila.
The liquor boasts “a dry fruit and light vanilla nose with a balanced cinnamon pepper finish” and a Tesla-branded stand to hold the angular glass container upright. Despite limiting orders to two bottles per customer and only shipping to certain U.S. states, the car-brand tequila still sold out within a matter of hours. And it’s going for $250 a pop.
And in case you’re wondering, Mexico ain’t mad about it. “Today the tequila industry has someone as important as Elon Musk representing it,” the CRT said in a statement. “This is, without a doubt, a benefit to all the tequila producers because he is giving his image as an important businessman and he is showing he wants to comply with the rules of this industry. We welcome Elon Musk and the Tesla tequila brand.”
People are already receiving their shipments and posting to social media.
People who ordered the tequila are beginning to receive their shipments, and some are sharing photos on social media.
“It’s finally here and it’s so sexy!” wrote one Twitter user.
This isn’t the first time that Tesla’s owner has raised eyebrows for strange business ventures.
From flamethrowers to surf boards and now tequila, Musk has launched all types of products, apart from his iconic Tesla vehicles.
Earlier this year, the company took to selling mini red gym shorts on its website, in a playful hit back at investors who had “shorted” Tesla, or bet that its stock would drop. Each pair was priced at $69.420.
Musk also made headlines this week by revealing how close the automaker was from bankruptcy at one point. In response to a question on Twitter, he said that Tesla was only “about a month” away from collapse when it was working to ramp up production for its popular Model 3 sedan from mid-2017 to mid-2019.
However, what ever he’s doing seems to be working for the company since none of those struggles are reflected in its stock price. Tesla shares have been on a tear this year, shooting up more than 420%.
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