Doritos is banking on a new approach to captivate consumers with their tortilla chips: booze.
PepsiCo's subsidiary is launching a fresh spirit inspired by Doritos' nacho cheese flavor that “tastes just like the real thing,” according to a press release. Collaborating with Empirical, a Danish company renowned for crafting custom spirits with inventive flavors, the chip manufacturer brings this unique offering to the market.
For those who've ever savored a Dorito and fantasized about drinking it, the opportunity is now at your fingertips.
Exclusive to online purchase, the limited-edition flavor will be released on Wednesday in New York and California, with a price tag of $65 for a 750ml bottle.
Advertisement
Doritos and Empirical are describing their collaboration as a “first-of-a-kind innovation for both brands.” The spirit was crafted in Empirical's laboratory using a production method that used Doritos chips, employing vacuum distillation to retain their essence. According to the spirit maker, this process preserves more of the Doritos flavor in comparison to traditional methods.
The spirit’s flavor “opens with umami and tangy aromas of nacho cheese, moving to the deeper, corn-forward flavors of the chip to finish on a soft salty note,” the company said.
As it's a flavored spirit rather than a distinct liquor category, Doritos suggests blending it with tequila or mezcal to create a bloody mary or margarita. Alternatively, the beverage can be enjoyed straight or over ice.
Advertisement
“While the flavor may seem wacky, the collaboration has novelty value, and it is likely a lot of people will be interested enough to try it out,” said Neil Saunders, retail analyst and managing director at GlobalData Retail. He emphasized that both Empirical and Doritos are recognized for “being playful and fun.”
"Consumers are eager to explore new offerings and are seeking products that are intriguing and a bit outside the ordinary," he conveyed to CNN.
These products aim to arouse customers' curiosity, initiate discussions, and enhance brand visibility. In simpler terms, it's a marketing tactic cleverly masked as a saleable product. Don't anticipate a significant impact on Pepsi's financial performance as a result.
This marks another instance of unconventional food-related products from major brands. Notably, Kahlúa and Absolut Vodka collaborated on a fragrance capturing the essence of an espresso martini, while Dunkin' transformed its iced coffees and teas into ready-to-drink cocktails. Additionally, Arby's ventured into the spirits market by turning its distinctive curly and crinkle fries into vodka and crafting a smoked bourbon designed to complement its roast beef offerings.
Preorders begin Dec. 13 at doritos.x.empirical.co.
