Get all your news in one place.
100’s of premium titles.
One app.
Start reading
Fortune
Fortune
Chris Morris

Tesla will sell you 3 beers for nearly $100, but only if you live in Europe

(Credit: Frederic J. Brown—AFP/Getty Images)

Tesla is adding beer to its list of product offerings as it builds momentum for its Cybertruck.

The Elon Musk-run automaker has rolled out GigaBier, a limited-edition 5% ABV pilsner that will ship across Europe, but it's not available in the U.S. Three bottles will cost you €89 ($97).

The beer is made in Germany and will ship to 17 countries across the EU, including the U.K, France and Spain. Collectors are likely more interested in the bottles than the beer itself, though. The brew ships in a glossy black sleeve that emulates the form of the company’s Cybertruck.

“Enjoy this limited edition pilsner-style beer brewed in Berlin with our exclusive strain of Cyberhops and notes of citrus, bergamot and sweet fruit,” the company says on the sales page.

This isn’t Tesla’s first foray into the world of alcohol. In 2020, the company launched its own tequila, with a price tag of $420 that sold out almost immediately.

Musk’s popularity among some consumers has led to many off-brand products becoming collectors items. In 2022, he sold $1 million worth of a perfume called “Burnt Hair” in just a few hours, garnering $100 per bottle. And in early 2018, his Boring Company sold $10 million worth of flamethrowers at $500 apiece.

Musk has said the cybertruck will go on sale later this year (though he said the same thing in 2021 and 2020). Whenever it arrives, analysts aren’t very optimistic about the brand. Morgan Stanley, earlier this year, warned it could end up being a “sideshow” for the company.

Sign up to read this article
Read news from 100’s of titles, curated specifically for you.
Already a member? Sign in here
Related Stories
Top stories on inkl right now
One subscription that gives you access to news from hundreds of sites
Already a member? Sign in here
Our Picks
Fourteen days free
Download the app
One app. One membership.
100+ trusted global sources.