#Tesla released a tequila with a Tesla-price tag

Tesla’s tequila, which retails for $250 on the Tesla site, is packaged in a lightning bolt-shaped bottle mounted on a futuristic stand, which is etched with the one and only Tesla logo. According to the product description, Tesla Tequila is “100 percent de agave tequila añejo aged in French oak barrels, featuring a dry fruit and light vanilla nose with a balanced cinnamon pepper finish.”

Image: tesla

Image: tesla

It’s an April Fool’s joke come to life. In 2018, Elon Musk tweeted that Tesla was filing for bankruptcy, and that the company’s CEO (himself) was “found passed out against a Tesla Model 3, surrounded by ‘Teslaquilla’ bottles, the tracks of dried tears still visible on his cheeks.”

Later that year, the company filed an “intent to use” trademark for Teslaquila with the U.S. Patent and Trademark Office. As the Verge noted when Tesla filed the trademark, it’s not the first time a luxury car brand has released non-auto merch. BMW sells thermoses, Porsche sells branded Huawei phones, and Ferrari sells $55 earbuds. Tesla has its own merch line, which includes toy cars, phone charging banks shaped like Tesla charging stations, and apparel. 

Tequila production, ironically, is far from environmentally friendly and seems to oppose Tesla’s environmentally-driven mission. Mike Morales, CEO of Tequila Aficionado Media, told the Verge that the production process produces 10 liters of wastewater for every liter of usable tequila. Dumping it “smells terrible” and contributes to ongoing ecological problems. 

But if you’re willing to pay the $250 for bougie car tequila, you can expect it to ship by the end of 2020.