Some brands are beloved. Apple, IKEA, and Disney boast hordes of loyal fans. Why? These companies give customers a feeling they can relate to or even an air of exclusivity. And they inspire people to buy their products as well as branded merch. Whether they wear it, consume it, or collect it, fans love products from their favorite brands. And the Disney of EVs is Tesla.

Here’s a look at Elon Musk’s flagship and why fans can’t keep their hands off everything Tesla.

The Disney effect

Fans of the entertainment giant love to buy nearly anything that shows off the Disney brand. They’re even willing to pay exorbitant prices for certain items on eBay. To prevent consumers from scooping up tons of authentic merch and scalping it on the secondary market, Disney sometimes limits the number of items people can purchase from its retail shops.

AllEars.net points out that Disney often releases limited-edition merchandise, which is wildly popular with fans. Walt Disney World recently placed purchase limits on limited-edition merchandise to 10 per person. This has included Haunted Mansion Main Attraction ears, rethemed Splash Mountain merchandise, and Disney Dooney & Bourke bags. Because some items are so exclusive, even the 10-per-person requirement hasn’t prevented items from quickly selling out. Disney World has since limited purchases of some items to three per shopper.

The popularity of Tesla Tequila

Tesla enthusiasts are becoming nearly as fervent as Disney fans in their desire to buy branded merchandise. Elon Musk — the founder of Tesla, SpaceX, and The Boring Company — has expressed interest in branching out beyond vehicles. One of his new products is Tesla Tequila, and it’s already sold out. Buyers snatched up all of it within an hour despite a limit of two bottles per person, Fast Company reported. The tequila went for $250 per 750 ml bottle.

The tequila’s website describes it as “an exclusive, small-batch premium 100% de agave tequila añejo made from sustainably sourced highland and lowland agaves. Aged for 15 months in French oak barrels and into a hand-blown glass bottle, Tesla Tequila features a dry fruit and light vanilla nose with a balanced cinnamon pepper finish. Best enjoyed as a sipping tequila.”

That exclusivity has prompted some people to sell the empty lightning-bolt-shaped bottles on eBay at huge markups, Business Insider reported.

Elon Musk’s other hot products

EVs and tequila aren’t Musk’s only products. The Boring Company, which mainly creates tunnels, offered flamethrowers for sale in 2018. All 20,000 units — priced at $500 apiece — sold out in less than a week. The product was soon renamed “Not a Flamethrower” to skirt restrictions on transporting flamethrowers.

And this past summer, with stock prices way up, Tesla quickly sold out of branded red satin gym shorts. According to CNN, these were “a jab at investors who ‘shorted’ the company, essentially betting on its stock falling.” The tiny shorts sold for $69.42 each. Another past product, a Tesla-branded surfboard, sold out in one day despite its $1,500 price tag, TechCrunch reported.

Commenters on Reddit raved about the Tesla Tequila they’d scored after missing out on the flamethrower. Some were clearly more excited about the Tesla brand than the product. A few admitted to buying the tequila just for the bottle. Others who purchased the booze already had a Tesla flamethrower, surfboard, and shorts.

Elon Musk is undoubtedly an interesting and polarizing figure. People want to know what makes the multibillionaire tick and what he does privately, whether it involves his musician girlfriend Grimes or his son X Æ A-Xii. Musk is succeeding at turning Tesla into a brand whose fans clamor to claim a piece of the lifestyle. Taking a page out of Disney’s book, Tesla has done well at offering limited-edition branded merch. And fans have responded similarly by selling some of it at extraordinary prices on the secondary market. For Tesla fans disappointed that the tequila is out of stock, there are still branded water bottles and umbrellas available at the online Tesla shop.