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Elon Musk sells Tesla beers for over $30 a bottle to celebrate EV carmaker’s Gigafactory in Germany
- Tesla’s “GigaBeer” went on sale online Thursday, available in packs of three
- Each 11 oz ‘bottle’ comes in a sleek black metal case with a glow-in-dark logo
- At over $30 each, each of the three GigaBers in a package costs more than the price of 33 cans of Budweiser
European customers waiting for their pre-ordered Tesla Cybertruck can now drink a beer that looks a bit like it.
Tesla’s ‘GigaBeer’ went on sale online Thursday, available in packs of three for £79, the equivalent of about £26.3 per beer ($32.85).
Each 330ml (11oz) ‘bottle’ comes in a sleek black metal case with a glow-in-the-dark Giga logo, with hints of Italian bergamot, citrus and ‘sweet fruit’.
The beer was first announced 17 months ago to promote Tesla’s unfinished car factory in Brandenburg, Germany, dubbed the “Gigafactory.”
Tesla’s ‘GigaBeer’ went on sale online Thursday, available in packs of three for £79, the equivalent of about £26.3 per beer ($32.85)
Each 330ml (11oz) ‘bottle’ comes in a sleek black metal case with a glow-in-the-dark Giga logo, with hints of Italian bergamot, citrus and ‘sweet fruit’
The beer was first announced 17 months ago to promote Tesla’s unfinished car factory in Brandenburg, Germany, dubbed the “Gigafactory” site 24 miles east of Berlin (pictured in 2021)
The design, Tesla says, seeks to “imitate Cybertruck’s shape while honoring the 500-year tradition of German Reinheitsgebot beer.”
At over $30 each, each of the three GigaBers in a package costs more than the price of 33 cans of Budweiser.
But at about 11 oz of beer per bottle, each bottle also offers 1 oz less than the standard 12 oz can of American lager.
Tesla’s Gigafactory has been plagued with delays since 2016, when Musk promised it would be ready in 2017.
Last March, Brandenburg officials finally granted Giga Berlin-Brandenburg the final environmental approvals needed to begin production of their Model Y Tesla vehicles.
But the plant, as an anonymous worker told reporters, has been in “utter chaos” all year, falling behind production quotas and struggling to both hire and retain staff.
“Some people are sick longer than they actually worked,” the source told WIRED magazine.
The Pilsner isn’t Tesla’s first foray into the boutique new spirits market, following the launch of Tesla Tequila in 2020
‘There are people I haven’t seen work for three weeks in six months. Many people report sick because the motivation is not there.’
However, no such problems have been reported for the GigaBier, brewed by Cyberhops in Germany and distributed by BrouwUnie.
“Brewed for cyborgs, made by humans,” Tesla boasted on Twitter last week.
The Pilsner isn’t Tesla’s first foray into the boutique new spirits market, following the launch of Tesla Tequila in 2020.
The company’s lightning-shaped tequila bottles retailed for $250 and sold well enough to earn a second batch in 2021.
Another batch dropped in April 2022, priced at $420, Tesla owner Elon Musk’s favorite marijuana joke price.
Outside of the lightning glass, a slightly less aged version of the same tequila sells for $45 from the California-based company that distills it.