CEO Elon Musk drew criticism this earlier week for joking about concerns surrounding the company in an April Fools’ Day Twitter thread.
The thread was written as a fake news story about Tesla going bankrupt, including a reference to Musk being “passed out against a Tesla Model 3, surrounded by ‘Teslaquilla’ bottles.”
On Wednesday, Musk doubled down on that joke with an Instagram photo of a tequila bottle with a “Teslaquila” label bearing Tesla’s logo. Musk didn’t include a caption with the photo, but when a Twitter user told Musk to “sell the tequila,” he replied “Oh, it’s on …”
Tesla didn’t immediately confirm whether the photo was an extension of Musk’s April Fools’ joke or a hint toward future, Tesla-branded merchandise.
Musk has used branded merchandise to raise money and draw attention toward his tunnel-boring business, The Boring Company in the past, with which he intends to construct underground tunnel networks that could be used for his proposed Loop and Hyperloop high-speed transit systems.
Last year, Musk raised $1 million and drew media attention for selling 50,000 branded hats, and earlier this year, he raised $10 million by selling 20,000 branded flamethrowers. Last week, Musk said the Boring Company would sell interlocking, Lego-style bricks made from rock and soil displaced by the company’s tunnel-digging machines.