To commemorate the delayed opening of its Berlin Gigafactory, Tesla is offering limited-edition beers that cost more than $30 each, according to reports. The beers are being sold by Tesla CEO Elon Musk himself, and they feature a label with the company’s logo and the text “Gigabräu.”
Tesla CEO Elon Musk has launched a line of branded beers, brewed in Germany and priced at over $30 per bottle. The bottles feature a design reminiscent of the company’s highly anticipated electric pickup truck, the Cybertruck.
Reports suggest that the limited-edition beers, known as “Gigabräu,” are being sold to mark the delayed opening of Tesla’s Berlin Gigafactory. In October 2021, Tesla unveiled a new product called “GigaBier” to celebrate the opening of its Berlin Gigafactory.
The limited-edition beer, which is brewed in Germany and sold under the Tesla brand, was created to commemorate the long-awaited opening of the facility. Tesla’s new factory in Germany is a crucial part of the company’s plans for expansion in Europe.
The facility, which experienced significant delays due to permit issues and protests by environmental activists, finally began delivering vehicles in March 2022, after a delay of 265 days.
Despite the setbacks, the company remains committed to its vision of sustainable transportation and continues to push forward with its plans for growth.
Despite the setbacks faced by Tesla’s Berlin Gigafactory, CEO Elon Musk has found a way to engage the company’s passionate fan base.
Tesla’s newly launched “Gigabräu” beer is being marketed to the same group of customers who eagerly anticipate the release of the company’s highly anticipated electric pickup truck, the Cybertruck.
Sold in packs of three, the beer comes in glossy black bottles with sharp edges designed to resemble the iconic angular shape of the Cybertruck. According to Tesla, the bottles are meant to “emulate the form” of the upcoming vehicle.
Tesla is touting the quality of its new beer, “Gigabräu,” which the company says is brewed using traditional German brewing methods that date back 500 years.
The beer is made according to the Reinheitsgebot, or German Beer Purity Law, which stipulates that beer can only be made with water, hops, and malted barley. Tesla also claims to use its own exclusive strain of hops, which it has dubbed “Cyberhops,” to give the beer a unique flavor profile.
Tesla’s new beer, “Gigabräu,” is currently only available for purchase in Europe and is priced at €89 or £79 per pack of three. This works out to approximately $98 in US dollars.
The bottles are slightly smaller than the standard size in the US, containing 330ml or 11oz of beer. Despite its premium price point, the beer has generated significant interest from Tesla fans and beer enthusiasts alike.
At a price of £79 for a pack of three bottles, Tesla’s “Gigabräu” is significantly more expensive than many other beers on the market. For the same price, a British consumer could purchase approximately 70 cans of Peroni or 59 cans of Camden Hells, both of which are pilsner-style lagers with similar alcohol content.
While some consumers may be willing to pay a premium for the novelty of a Tesla-branded beer, others may be content with more affordable alternatives.
“Gigabräu” is not Tesla’s first foray into the alcohol industry. In 2020, the company launched Tesla Tequila, a high-end liquor that came in a distinctive lightning-shaped bottle and retailed for $250. The product proved to be a hit with consumers, selling out within hours of its release.
Due to its popularity, Tesla Tequila was offered for sale a second time, with a slightly altered design that included a wooden base and a different bottle shape.
With the launch of “Gigabräu,” Tesla is once again tapping into the loyalty of its fanbase and offering them a unique product that aligns with the company’s branding.
Tesla Tequila, which was launched in 2020, was produced by a California-based company. The tequila was aged for over two years in French oak barrels and was sold in a distinctive lightning-shaped bottle for $250.
A similar product from the same company was also available for purchase at the same time but was aged for four fewer months and was priced at $45. Despite the steep price tag, Tesla Tequila quickly sold out and became a sought-after collector’s item for fans of the electric car company.
Despite expressing a general dislike for alcohol, Elon Musk has publicly praised certain types of spirits in the past. In particular, he has spoken positively about whisky and red wine. Musk was even photographed enjoying a glass of red wine at the World Cup final in Qatar in December 2022.
While his personal preferences may be selective, Musk’s decision to enter the alcoholic beverage market with Tesla Tequila and “Gigabräu” suggests that he sees the potential for the products to generate revenue and strengthen the company’s brand.
In a tweet from 2017, Elon Musk shared that he enjoyed relaxing with a combination of red wine, vintage music records, and the sleep aid medication Ambien, which he jokingly referred to as a recipe for “magic.”
While Musk’s tweet was likely intended to be humorous, it also offered a glimpse into his personal habits and preferences. Tesla has not yet commented on the release of “Gigabräu” or the company’s broader strategy for entering the alcoholic beverage market.
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