Tesla tequila exists, cher – the Verge

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Elon Musk has gone from rockets and cars to alcohol – as Tesla today launched Tesla Tequila on its website. If you have $ 250 to burn a hole in your pocket, you can grab your own lightning bolt bottle.

A screenshot from Tesla’s website.

The original brand was Teslaquila, but that had to be dropped somewhere along the way. (Well, the idea started as an April Fool’s Day joke.) Orders are limited to two bottles, and only people in certain states can receive them due to “industry regulations.”

According to the marketing copy, the alcohol is “an exclusive añejo tequila, in small batches, of superior quality 100% agave”. An añejo is generally aged one to three years in oak; he was 15 months old.

Tequila, like champagne, is subject to strict rules of designation of origin; tequila must be made in one of the five Mexican states. It must also be made from blue agave, among other rules. (Mezcal, a similar drink, can be made from several varieties of agave.) According to the website, the product was made by Nosotros Tequila, a brand based in California. On Nosotros Tequila’s website, he says his agave is from Jalisco, one of the authorized states.

In 2018, Musk ran into trouble with the Mexico Tequila Regulatory Council (CRT), after he tweeted a “visual approximation” of a bottle. The problem was related to a patent application that did not comply with the rules of the denomination of origin of tequila. At the time, Reuters reported that the CRT said that if Tesla wanted to produce a tequila, “it would have to partner with a licensed tequila producer, comply with certain standards and seek permission from the Mexican Institute of. industrial property.

Merch is normal for automakers – although one could argue that alcohol is in bad taste. But Tesla won’t be responsible if consumers drink and drive; furthermore, alcohol companies are probably more excited than anybody on self-driving cars. Tesla is not yet fully automated, although it recently released a feature called ‘Full Self-Driving’ in beta, gaining the attention of regulators.



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