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Home / Business / Tesla’s Tequila exists, expensive way – The Verge

Tesla’s Tequila exists, expensive way – The Verge



Elon Musk has branched out from rockets and cars to wine – as Tesla launched Tesla Tequila on its website today. If you have $ 250 to burn a hole in your pocket, you can pick up your own lightning-shaped jar.

Screenshot of the Tesla website.

The original brand was Teslaquila, but that must have been phased out somewhere along the way. (Well, the idea started out as an April Fool’s Day joke.) Orders were limited to two bottles and only people in certain states could receive them because of “industry regulations”.

According to the marketing copy, the wine is “a premium 100% de agave tequila añejo exclusive, small batch wine”. An añejo is usually aged for one to three years in oak; this has been around for 15 months.

Tequila, like Champagne, is subject to strict rules of denomination of origin; Tequila must be produced in one of the five states of Mexico. It should also be made from green agave, among other rules. (Mezcal, a similar drink, can be made from a variety of agave plants.) According to the website, the product is made by Nosotros Tequila, a brand based in California. On Nosotros Tequila’s website, it says its agave is native to Jalisco, one of the allowed states.

In 2018, Musk ran into some trouble with the Tequila Alcohol Regulatory Council in Mexico (CRT), after he tweeted a “visual estimate” of a bottle. The issue involves a non-compliance patent application with the rules of origin of the tequila wine. At the time, Reuters reported that CRT said that if Tesla wanted to produce a tequila, “they would have to associate with an authorized tequila, adhere to certain standards and request authorization for from Mexico’s Industrial Property Institute. ”

Merchandise is commonplace for car companies – although it can be argued that the wine has poor taste. But Tesla will not be held responsible if the consumer drinks and drives; Besides, the wine companies are probably more excited anyone about self-driving cars. Tesla is still not fully automated yet, although it recently released a feature called “Full Self-Drive” in beta, attracting the attention of regulators.




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