When Electric Dreams Fizzle, Brew Up a Pilsner
Elon Musk is a man of many talents. Manufacturing cars or effectively running a social media network isn’t one of them… but now being a beer connoisseur apparently is. After launching a limited run of Tesla Tequila back in 2020, the world’s richest man is hawking a US$98 three-pack of GigaBier in select European countries. The limited-edition Pilsner-style beer bottle takes its design cues from the much-hyped, yet still elusive, Cybertruck and sports a gloss-black finish and glow-in-the-dark labeling. The alcohol itself is brewed in Berlin with Tesla’s exclusive strain of “Cyberhops” (does Elon even pay his marketing team anymore) and is said to have “notes of citrus, bergamot, and sweet fruit” and an ABV of 5%.
The GigaBier, which definitely ISN’T a joke, comes in a pack of three, within a foam-lined black box that is undoubtedly going to give this alcohol collectible status. The three-pack retails for £79/€89 (or just under $100) and is available exclusively in Europe on Tesla’s GigaBier microsite. Strangely enough, as of writing this piece, the beer still hasn’t sold out so if you’re still waiting on the Cybertruck, just pull out your $100 pre-order deposit and buy the beer instead. At least you know this thing actually exists.
In a world where Elon Musk once captivated audiences with his grandiose visions of electric vehicles and space travel, it’s somewhat fitting that his latest venture is a beverage that invites us to drink our sorrows away. After all, instead of delivering on the Cybertruck and the Tesla Roadster, Musk has spent the last three years shifting his headquarters to Texas, selling Cyberwhistles, buying and bungling social networks, and banning people tracking his private jet. So, raise your glass and toast to the GigaBier, a testament to the fact that sometimes, when life gives you lemons, just cut up a few wedges and have them with beer.