Tuesday 18 May 2021

Tico produces new tequila with Tesla and the product sells like hot cakes

"The limits are in the head", says young Costa Rica, leader of the Tequila brand

QCOSTARICA – It took just a few hours for all the bottles of the new Tesla brand tequila to sell out after going on sale for $250 a bottle. The American company, recognized for its electric cars and innovation, surprised by launching its new, luxurious, and exclusive drink.

A bottle of Tesla Tequila, the company’s branded tequila that is sold out just days after going on sale for $250 a bottle.

Tesla has not yet revealed exactly how many bottles of the tequila the company has sold, or how many were produced overall.

- Advertisement -

Tesla’s website describes the tequila as “an exclusive, small-batch premium 100% de agave tequila añejo made from sustainably sourced highland and lowland agaves.”

The company goes on to say the tequila, which was aged for 15 months in French oak barrels, has notes of fruit, vanilla, cinnamon and pepper.

But behind this particular launch is the story of a Costa Rican who just a few years ago the idea of ​​producing together with Elon Musk’s company did not cross his mind.

His name is Carlos Soto, founder of the company Nosotros Tequila, based in California, USA. Since 2016, it has produced artisanal tequila that is already sold in California, Las Vegas, Costa Rica, and Honduras. They offer the public the particularity of a “balanced” tequila, which is achieved by mixing agaves from different regions of Mexico.

- Advertisement -

In what Soto describes as a “ups and downs”, the company has been positioning itself in one of the most important markets for the sale of this alcoholic beverage. But during the last hours the jump was exponential.

Nos Tequila, the company of the young Costa Rican (who works closely with fellow Tica, Silvana Volio, designer involved in the image of Nosotros Tequila), was in charge of producing this new product together with Tesla.

Additionally, each of the lightning bolt-shaped tequila bottles that were put up for sale were designed by hand. That is, no two bottles are the same.

Soto commented that this product is intended to make a tribute to sustainable energy, but it also pays tribute to the mythological history of the well-known drink, which says that a God sent a thunderclap that fell on the agave, from which the “ potion”.

Soto left Costa Rica at age 18 with the goal of studying entrepreneurship in the United States. When he was about to finish his degree, a professor asked them to think about a new business, one that did not have to do with technology, since this market had already been covered.

- Advertisement -

Soto recounts that having drinks with friends he realized that in California bars it was very common to consume tequila. He checked and the data corroborated it. He managed to solve the teacher’s task, but more than that, this was the start of his company.

He decided to travel to Mexico and immerse himself in the life of distillation. Months later, he joined forces with a Mexican family to start his first production and in 2016 they released the first batch.

The first months were really bad for the company, says Soto. However, in 2017 they won an important award considered the “Oscar of distillates”, an event that they did not expect and that catapulted the business.

Little by little space has been opened and by 2020, Nosotros Tequila is a team of nine people with a presence in three countries. They offer white tequila, reposado, mezcal and now a “Premium” version created with Elon Musk.

“I never imagined it. This has been a roller coaster of emotions and ups and downs, because just as we are now in a very ‘tuanis’ place, we have been in tough moments,” Soto said.

The deal with Tesla came about proximity. The headquarters of the two brands are close by and this favored contact between them. Both have been working approximately for two years on the new product, work that was done under the utmost secrecy.

“They discovered us because of how good we taste. The last 24 hours have been crazy (after the launch),” says Soto.

Musk’s idea of a Tesla-branded tequila started as an April Fool’s Day prank in 2018. And, now the tequila is sold out.

For now it is unknown if there will be more launches.

Then, in July 2020, Musk again teased the imminent arrival of the onetime prank liquor with a tweet that said: “Coming soon, our battle with Big Tequila! It’s real.”

And as of Friday, November 6, 2020, a note on the website says the pricey tequila is already “temporarily out of stock.”

The first 750-milliliter bottles were priced at US$250 and only two bottles were allowed per person. In addition, the sale was limited to some states in the United States.

“Nothing comes easy (…) Every decision you make has to come with many hours of dedication or effort,” Soto recommended.

- Advertisement -

FACT CHECK:
We strive for accuracy in its reports. But if you see something that doesn’t look right, send us an email. The Q reviews and updates its content regularly to ensure it’s accuracy.

Ricohttp://www.theqmedia.com
"Rico" is the crazy mind behind the Q media websites, a series of online magazines where everything is Q! In these times of new normal, stay at home. Stay safe. Stay healthy.

Related Articles

MOST READ

New batch of 124,000 doses of Pfizer / BioNTech vaccine arrived Tuesday

QCOSTARICA - A new batch with 124,020 doses of the covid-19 vaccine landed Tuesday night, as part of the weekly deliveries from Pfizer. With this...

Q Media supports AmCham initiative to request donation of vaccines to the United States

QCOSTARICA - The Costa Rican North American Chamber of Commerce (AmCham) this week began a Change.org petition to collect signatures to ask the United...

A perfect storm: What’s behind the Colombia protests?

QCOLOMBIA – Colombia has been roiled by nationwide, anti-government protests for more than two weeks, with the city of Cali emerging as the epicenter. Protesters...

11,773 older adults rejected the covid-19 vaccine; another 441 missed the second dose

QCOSTARICA - A total of 11,773 older adults (defined here as those ages 58 and up) have rejected the covid-19 vaccine and another 441...

Travel agencies estimate 10,000 Costa Ricans who will travel to the United Stares to be vaccinated

QCOSTARICA - The demand of Costa Ricans to go to get vaccinated against covid-19 in the United States increased strongly from Semana Santa, so...

Rodolfo Méndez will complete the Circunvalación, a work that he started in 1978

QCOSTARICA - It's been almost 43 years since the Circunvalación (Ruta 39) project, to provide the capital with a peripheral ring road, was started,...

Today’s Covid News: 32 deaths in the last 24 hours; 3,039 news cases

QCOSTARICA - Costa Rica reported this Thursday the highest number of deaths associated with covid-19 in a single day, since the start of the...

Costa Rica receives the largest shipments of vaccine in one week: 212,820 doses

QCOSTARICA - The landing of two separate and independent shipments of covid-19 vaccines this week, one from Pfizer and the other from Astra Zeneca,...

Will Costa Rica be on US list of vaccine donation?

QCOSTARICA - United States President Joe Biden announced on Monday that his country will increase exports of covid-19 vaccines to other countries to regain...

WANT TO STAY UP TO DATE WITH THE LATEST!

Get our daily newsletter with the latest posts directly in your mailbox. Click on the subscribe and fill out the form. It's that simple!

Log In

Forgot password?

Forgot password?

Enter your account data and we will send you a link to reset your password.

Your password reset link appears to be invalid or expired.

Log in

Privacy Policy

Add to Collection

No Collections

Here you'll find all collections you've created before.