The Hustle

When brand extensions go wrong

tequila shot


November 10, 2020

I’ve been instructed by my editor to stop making jokes about a certain South African entrepreneur.

So, you’ll have to put your thinking hats on for this next sentence: A certain electrical vehicle maker that rhymes with “Resla” released its own tequila last week.

The “Resla” tequila sold out immediately, following in the footsteps of a previous “Resla” short shorts apparel drop.

Is there anything this EV car company can’t sell?

We can’t know for sure, but let’s dig through corporate history’s worst brand extension mistakes to see where the limits might be:

If “Resla” can do high heels, it’s game over.

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