For the low price of $150 you could be the proud owner of a CyberBeer + CyberStein set just in time for Octoberfest.

Why is Tesla selling beer and what does it mean for the brand?

As Tesla customers wait with bated breath for the release of the Cybertruck, they have been given a new way to pass the time: by drinking beer. Yes, you heard that right- Tesla has started selling a limited-edition set of beer inspired by the Cybertruck’s angular design. The beer is brewed by a California brewery and comes with reusable ceramic beer steins for $150 for two bottles.

Tesla CEO, Elon Musk has more than just space travel and electric vehicles on his mind. He dreams of moonlighting as a brewer as well, and the CyberBeer and CyberStein is proof of that. While this might seem like a strange product for a company like Tesla to release, it actually fits quite well with the brand’s ‘cool’ and unconventional image.

The idea of a sustainable electric vehicle company also producing beer is surprising, but also creates a sense of intrigue and excitement among customers. Here’s the description on the Tesla website:


7% ABV / 2 x 11.2 oz (330 ml)

Cheers, sip, repeat. The Tesla CyberBeer and CyberStein Limited Edition Set celebrates the angular exoskeleton of Cybertruck. Includes two bottles of Tesla CyberBeer, a Helles Lager with European Noble Hops Saaz and Hallertau Mittlefruh. Accentuated by notes of herb and spice and more notable aromas of tea and citrus, each bottle features a gloss black sleeve with a CyberBeer watermark (that looks even better chilled). The two matte black ceramic beer steins were glazed and fired to mirror the form of Cybertruck and finished with a gloss interior and signature Tesla logo.

  • Must be 21 years old to purchase
  • Each box contains two CyberBeers and two CyberSteins
  • Ingredients: Premium German malts, noble hops and water

Brewed and bottled in California by Buzzrock Brewing Co.

Not only is Tesla selling beer, but they’re also bringing attention to a local brewery as Buzzrock Brewing Co., the brewery responsible for brewing the beer, is located close to Tesla’s Torrance showroom.

The limited nature of this product is something that adds to its appeal. By making it exclusive and only available for a short time, Tesla is creating buzz and anticipation among its customers. This strategy is similar to what luxury fashion brands do when they release limited edition items. It creates an air of legitimacy and exclusivity that can generate hype.

Selling a product that is completely removed from the company’s core business is a risky move, but in the case of Tesla, it is working to further solidify the brand’s identity. The CyberBeer and CyberStein is just another example of the brand’s eccentricity. From releasing a flamethrower to launching a Tesla Roadster into space, the company has shown that it’s not afraid to experiment and be unconventional.

Tesla Tequila

Of course you remember Tesla’s fancy tequila bottle. So serving up the booze is nothing new for the automaker.

While some may think that Tesla selling beer is just another publicity stunt, it actually has the potential to generate genuine excitement among customers. This limited edition set of beer and steins speaks to the brand’s identity as an unconventional and forward-thinking company. In addition, it allows Tesla to connect with a local brewery and support small businesses. By taking risks and trying new things, Tesla is able to push the boundaries and further solidify its identity as a unique and innovative company. Who knows, perhaps in the near future, we’ll see a Tesla-branded bar or restaurant- the possibilities are endless.