Tesla is another step closer to selling alcoholic promotional products across the globe thanks to a trademark suit in China.
We’ve seen Tesla tequila, and the electric car company has been selling branded beer in Europe to promote its Cybertruck. But, in China, an unrelated company called Zhongyin Food Co. has been using Tesla imagery, including the Model X, for “Tesla Beer,” which Tesla claims infringes on its trademarks.
Tesla wins lawsuit over trademark infringement of “Tesla Beer.” On August 10, the company's representative office in China announced the results of the decision in favor of Teslahttps://t.co/H1Lt55OI24
— Eva FoX 🦊 Claudius Nero's Legion (@EvaFoxU) August 10, 2023
As a result, Zhongyin must pay Tesla a fine of around $690,000, put out a public statement, and cease production of Tesla beer and soda products, according to Benzinga.
Meanwhile, in Europe, the Gigabier is an extraordinarily upscale packaging experience for a German pilsner-style beer brewed in Berlin.
“Tesla GigaBier is designed to emulate the form of Cybertruck while honoring the 500-year tradition of German Reinheitsgebot beer-making,” the Tesla European store says. “Enjoy this limited edition pilsner-style beer brewed in Berlin with our exclusive strain of Cyberhops and notes of citrus, bergamot, and sweet fruit. Each bottle features a seamless gloss black sleeve with a glow-in-the-dark Giga watermark. Prost!”
The beer is sold in a pack of three, with the angular bottles placed in foam inside the box. As with most things Tesla, the packaging is the star here. The beer is almost incidental.
Who wants a Tesla GigaBier? 🍻😍 pic.twitter.com/GcKlAgyq6N
— Tobi Mülhauser 🍕 (@TobiMuelhauser) April 12, 2023
Got my Tesla GigaBier today! Not tasted it yet, it’s just passed noon. @elonmusk @SawyerMerritt pic.twitter.com/5wTTqhlX92
— Steven Bink (@sbink) April 5, 2023
The dark, matte bottle does allow for people to actually drink the beer while maintaining pristine-looking appearances.
Tesla has gotten a lot of milage out of using the jagged motifs of the Cybertruck. The marketing is pretty much more popular than the truck itself, which is seldom seen in the wild.
This shows what you can do not only with boxes and packaging, but also the packaging of glassware and bottles, using unique shapes and glow-in-the-dark elements rather than traditional labeling.
