Would You Spend $100 on Three Tesla-Branded Beers?

The company is currently selling the brews in bottles modeled after its CyberTruck

Tesla's Gigabier
Tesla's Gigabier

It’s hardly the weirdest merch Elon Musk and Tesla have sold, but it is the hoppiest: the company has announced Tesla GigaBier, a beer sold in bottles that are meant to “emulate the form of Cybertruck while honoring the 500-year tradition of German Reinheitsgebot beermaking.”

The company claims that the limited-edition brew, a pilsner brewed in Berlin, is made with Tesla’s exclusive strain of “Cyberhops,” and it boasts a flavor profile that includes citrus, bergamot and sweet fruit. GigaBier is available in packs of three, and each 11-oz bottle sports a glow-in-the-dark “Giga” watermark.

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That’s all relatively normal (except for maybe the glow-in-the-dark logo), but here’s the kicker: One three-pack of GigaBier will set you back $96. Yes, that’s nearly $100 for three beers.

Presumably, as with all outlandishly priced merchandise, the idea here is that you’re paying for a collector’s item rather than something you’ll actually use. But $100 for three pilsners that come in bottles that look like a Cybertruck feels more than a little silly. Hell, for just $140 more, you could get yourself a bottle of one of the best beers in the world. However, if you feel you must purchase these, GigaBier is available now exclusively on Tesla’s website.


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