Romain Rouillard 15:42 pm, March 31, 2023

On its website, Tesla Europe offers since Thursday a pack of three bottles of beer in the name of the American manufacturer led by Elon Musk. Designed in Germany and sold for 89 euros, this box takes the shape of the famous Cybertruck, this 100% electric pick-up with a futuristic design.

Elon Musk's imagination seems decidedly endless. This Thursday, Tesla, the car brand he leads, announced the sale of a box of three bottles of beer, called GigaBier, as reported by BFMTV. A drink "brewed for cyborgs, made by humans," says the brand, using a formula that would probably not deny the founder of SpaceX.

Brewed for cyborgs, made by humans—Giga Bier now available → https://t.co/5IBX8ymKa4pic.twitter.com/R3vYgqKrx7

— Tesla Europe (@tesla_europe) March 30, 2023

In terms of design, this pack like no other takes the form of the cybertruck, a 100% electric Tesla pickup, which should be produced later this year and whose release has been repeatedly postponed. Produced in Berlin, this beer also intends to "[honor] the 500-year tradition of making German Reinheitsgebot beer," according to Tesla Europe.

89 euros for a pack of three bottles

To enjoy it, the curious will have to put their hand in the wallet since the price of this box far exceeds that of classic beers. Count 89 euros for these three bottles of 330ml each. "Each bottle features a seamless glossy black sleeve with a Giga watermark that glows in the dark," the brand adds on its website. As early as 2021, Tesla had announced the launch of this beer to celebrate its installation in Germany. It is also in Germany that the American manufacturer has established its giga-factory of batteries.

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In 2018, Tesla had already tried a marketing coup by offering a bottle of Tequila at $ 250. A strange initiative born from a joke of the whimsical boss of Twitter who had posted a photo of him where he pretended to be upset against a Tesla vehicle after drinking the "Teslaquilla".

Elon was found passed out against a Tesla Model 3, surrounded by "Teslaquilla" bottles, the tracks of dried tears still visible on his cheeks.

This is not a forward-looking statement, because, obviously, what's the point?

Happy New Month! pic.twitter.com/YcouvFz6Y1

— Elon Musk (@elonmusk) April 1, 2018

In October, the erratic billionaire had discovered his talents as a perfumer by marketing a bottle with aromas of... burnt hair. Sold for $100, it was billed as "the best perfume on Earth" but also as "the essence of repugnant desire." Elon Musk had even written "perfume salesman" in his Twitter bio for some time.