Elon Musk may be a bit of a different cat, but he’s not dumb. The tech genius and CEO behind Tesla, SpaceX, and The Boring Company has come up with some pretty amazing ideas. He definitely gets people talking. After all, he did name his child X Æ A-12. But according to his past statements, he’s always planned to diversify beyond the automobile world. After the success of his flamethrower, Musk released a new, unexpected product: Tesla Tequila. 

Yes, Tesla Tequila is a thing

Musk’s latest surprise is his release of a tequila named for his car company. Tesla Tequila is advertised as “an exclusive, small-batch premium 100% de agave tequila añejo.” Apparently, it’s a sipping tequila with 40% alcohol by volume. Each 750mL bottle goes for $250, but you couldn’t get one even if you wanted it. 

That’s right. This impressive, highly sought-after tequila made from sustainably sourced highland and lowland agaves is no longer available. Whether it sold out because of the unique bottle shape, the tequila itself, or the name is anyone’s guess. Those who didn’t score the spirit, which shoppers snapped up in an hour, missed out on tequila aged 15 months in French oak barrels. The spirit features “a dry fruit and light vanilla nose with a balanced cinnamon pepper finish,” according to Tesla Tequila. Plus, it’s stored in a hand-blown glass bottle, adding to its uniqueness. 

This isn’t Elon Musk’s first rodeo

If you’re surprised Tesla Tequila is already sold out, you shouldn’t be. This isn’t Musk’s first rodeo. In fact, part of why people grabbed the tequila so quickly is because they had missed out on his previous unique debut. In 2018, The Boring Company introduced a flamethrower for $500. All 20,000 units sold in less than a week. It’s now named Not a Flamethrower to “avoid regulatory rules that prohibit the transport of anything called a flamethrower,” Musk tweeted.

Musk’s random releases clearly work, because those who didn’t get in on the flamethrower were quick to snatch up the tequila. Reddit user Landcaster61 said, “I can’t believe I just bought it … but missing out on the Not-A-Flamethrower was a huge mistake. Never again.” He wasn’t alone in that sentiment. Others said they, too, regretted it and were glad they grabbed the tequila before it sold out. But perhaps the comment that shows Musk’s reach more than any other was one by Reddit user Kenriko:

I have Tesla surfboards (Do not surf). A not a flamethrower (Do not flamethrow). I just got two bottles of this Teslaquilla. (Do not drink). Tesla short shorts. (Won’t fit — plus no one wants to see that). Tesla is really killing it in this collectibles game. Somehow getting me to buy items that have no use to me.

Yes, Elon Musk knows how to market his brand

Though not everyone likes Musk’s style, and he’s had his share of issues related to his car brand and his marketing strategies, he knows how to market his brands. He demonstrated a neural link brain-to-machine interface this past August, sent his SpaceX rocket into the sky, and continued working to improve his base brand, Tesla. Some people think Tesla might see a slump soon because Musk is viewed as unstable, but is it just a marketing strategy? It’s worked for him so far.