With holiday release, Tesla’s Mezcal Offering Outpaces Stock Price

Though priced at $450, Tesla's mezcal bottle costs more than a stock share, showing the company has moved beyond selling cars to entering the world of luxury lifestyle products.

Tesla is outdoing itself this holiday season with an offer; the Tesla Mezcal, which weighs 750 ml and retails for $450. That is now more than the price of a single share of Tesla stocks. The Tesla stock, which is selling at $417, has gained almost 70% since the November 5 elections but is still cheaper than the exclusive mezcal drink.

Lofty mezcal, made from agave plants cultivated in Mexico, gives an intense smoky taste that has skyrocketed in notoriety lately. It is like tequila but with such distinctive flavor that it can be served neat or mixed in cocktails. According to Mordor Intelligence, the demand is now from the wealthiest consumers wanting high-end, niche products, and sales are projected to almost double in North America by 2029.

The release of mezcal by Tesla follows an increasing trend of automobile and technology companies into the luxury lifestyle goods market. It went out of site after its introduction in the month of June, and it is being sold again this holiday season. The release of Tesla Mezcal is part of a more extensive strategy that also included the $40 Tesla Bot toy—a smaller version of the upcoming Optimus humanoid robot—that also sold out rapidly earlier this month.

Tesla's foray into automobile lifestyle market is another shift, mixing tech, luxury goods, and exclusives in the hope of capturing new, more affluent markets. With stock and one-time products such as the mezcal, the company continually redefines its own brand.