With the release of his own limited-edition beer called GigaBier , Elon Musk has transformed into a master brewer. Consumers in Europe who pre-ordered a Tesla Cybertruck can now sip on a beer that was created under Musk’s direction and has the same design as the Cybertruck.
On Thursday, Tesla’s GigaBier debuted on sale online. Boxes of three cost £79, or around $99. For those who are curious, each bottle costs approximately £26.3 ($32.85). Each 330ml (11oz) “bottle” has a glow-in-the-dark Giga logo and is packaged in a modern black metallic box. According to Tesla, the beer itself has flavours of “sweet fruit” and Italian bergamot citrus.
The beer was first made public 17 months ago to promote Tesla’s Gigafactory, a car manufacturing facility that was still under construction at the time in Brandenburg, Germany .
According to Tesla, the design aims to “emulate the form of the Cybertruck while honouring the 500-year tradition of German Reinheitsgebot beermaking.”
Each of the three GigaBiers in a box costs more than $30, which is more than the price of 33 cans of Budweiser, the most commonly sold beer in the US.
Tesla’s Gigafactory in Germany
Tesla’s Gigafactory has been beset by delays since 2016, when Musk vowed it would be finished by 2017. Brandenburg officials eventually gave Giga Berlin-Brandenburg the final environmental approvals required to commence manufacturing of their Model Y Tesla vehicles in March of last year.
However, according to one anonymous worker, the plant has been in ‘total chaos’ all year, sliding behind output targets and failing to recruit and retain employees. ‘Some individuals are off ill for longer than they work,’ a source revealed to a publication. ‘There are some individuals I haven’t seen working in six months. Many individuals are signed off ill because they lack motivation.’
However, no such issues have been noted for the GigaBier, which is produced by Cyberhops in Germany and sold by BrouwUnie. ‘Brewed for cyborgs, produced by humans,’ Tesla wrote last week on Twitter.
