Tesla CEO Elon Musk To Launch Own Tequila Drink ‘Teslaquila’ Very Soon

American electric car maker Tesla's much-hyped launch of “agave liquor brand” Teslaquila is back in limelight. The twitter update of CEO Elon Musk on Friday said it is “coming soon.”

Late Friday night, Elon Musk Twitter update officially teased the upcoming brew ’s status as--“Coming Soon,” despite looming uncertainty over trademark rights.

Teslaquila’s origin goes back to an April Fool’s joke posted in Musk’s twitter account in 2018 wherein Musk is seen sleeping up against a Model 3, apparently tired after filing Tesla's "bankruptcy" papers including the worst “Chapter 14 and a half.”

Origin from an April fool joke a year ago

The April fools’ day 2018 Musk tweet was supplemented with the words—“Elon was found passed out against a Tesla Model 3, surrounded by “Teslaquilla” bottles, the tracks of dried tears still visible on his cheeks. This is not a forward-looking statement, because, obviously, what's the point?

Later the idea resurfaced with an image of a bottle posted on Musk’s Instagram account, demonstrating the CEO’s determination to go ahead with the liquor brand’s launch, in 750ml container and 40 percent alcoholic content.

The Impasse over trade mark

Tesla kept its word by filing a U.S trademark application for Teslaquila in October. However, in January the plea was rejected by trademark office citing clash with another liquor brand of similar name: Spirit Tesla.

The US Patent and Trademark Office website said Tesla wanted to trademark “Teslaquila” as a “distilled agave liquor” and “distilled blue agave liquor”. It also filed similar applications in Mexico, the EU, and Jamaica.

The US Patent and Trademark Office in its bid to ward off confusion by consumers rejected the application in the first round. However, Tesla can appeal the decision until July.

It is likely that Friday’s Elon Musk twitter update is a reminder that Teslaquila’s debut anniversary is here and “coming soon” is an affirmation that the idea prevails.

Caution by Mexican tequila producers

Meanwhile, Musk’s “agave drink” plan drew a strong reaction from Mexico’s tequila producer’s body which is very sensitive about any compromise on tequila trademark.

The Mexican council cautioned the name Teslaquila will mislead consumers into thinking the drink as tequila.

Musk’s goal of disrupting the multibillion-dollar tequila industry with a “100 percent Puro de Agave” was replied by Mexico’s Tequila Regulatory Council as “Not so fast.”

“If it wants to make Teslaquila viable as tequila it would have to associate itself with an authorized tequila producer, comply with certain standards and request authorization from Mexico’s Industrial Property Institute,” insisted the council.

It also cautioned that the “name Teslaquila evokes the word Tequila ... [and] Tequila is a protected word.”

The watchdog keeps a tab on any violation of origin rules and insists on producing the drink in Mexican states of Guanajuato, Michoacan, Jalisco, Nayarit, or Tamaulipas.

“Otherwise it would be unauthorized use of the denomination of origin for tequila.” Tesla has not responded to the Mexican body’s comments.

Mexico’s Beckmann family is the producer of Jose Cuervo—the world’s best selling tequila brand. It launched a $900 million initial public offering (IPO) in 2017.

How soon will Elon Musk’s Teslaquila come is real suspense.