Tesla markets a beer brewed in Berlin, near its German Gigafactory. It is sold in packs of three bottles with a worked design, for 89 €.
Would Tesla be slightly early for the traditional April Fool’s Day? Obviously, no. It’s even more serious! The brand has just released a new product, and it’s not a vehicle. This time it’s a beer called GigaBier.
The brand is not at its first attempt on the side of derivative products. Indeed, Tesla launched in 2020 the Teslaquila, a bottle of tequila aged for 15 months in French oak barrels and sold in a lightning-shaped bottle for 250 dollars. At the time, it was a follow-up to a tweet in the form of a joke from Elon Musk, published in early April 2018. And this year, Tesla is doing it again with another alcoholic drink: beer.
It all starts with a joke…
To celebrate the arrival of his Berlin Gigafactory (in Germany) at the end of 2021, Musk announced the creation of his own beer. It has now become a reality, and can be ordered on a dedicated website since yesterday evening. Called GigaBier, this limited-edition pilsner beer is brewed in Berlin using the traditional German Reinheitsgebot (beer purity law) method. It is brewed from a specific variety of “Cyber-hops” called “Cyberhops”, as well as water, barley malt and yeast. According to Tesla, this GigaBier “exhibits notes of citrus, bergamot and sweet fruit”. The beer reaches 5% alcohol.
Only sold in packs of three 330 ml bottles, the bottle is also, like the Teslaquila, very stylized. It is reminiscent of a perfume bottle, and has a smooth shiny black neck on which is affixed a phosphorescent “Giga” inscription. More than the contents of the bottle, it is therefore rather the potentially collectible object that Tesla fans could snap up.
But this has a price! The format of almost a liter in all is displayed at 89 €. The pack is only sold in Europe, and distributed with the help of the German company BrouwUnie. Obviously, you have to be over 18 to buy the product, and it seems that the order is limited to one copy per buyer.
Photos : DR.
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