Doritos ventures into the spirits market with a bold nacho cheese-infused beverage

Article Brief:

Doritos has partnered with “uncategorized” spirits marketer Empirical on an alcoholic drink imbued with the taste and smell of its nacho cheese chips, per a press release. 

Introducing the Empirical x Doritos Nacho Cheese Spirit, crafted using actual Doritos chips in Empirical's innovative vacuum distillation process. This unique method, which operates at lower temperatures, is said to maintain a more robust flavor profile.

Available for a limited time starting in January, this product will be offered in select markets in New York and California, as well as for online preorder. Doritos' foray into the spirits category includes suggested cocktail recipes and reflects the brand's ongoing effort to make a mark in consumer culture.

Article Insight:

Doritos continues to push the envelope with unexpected flavor combinations and unique partnerships. From teaming up with ghost kitchens to developing noise-canceling technology to muffle the sound of chip crunching, the Frito-Lay brand is now setting its sights on capturing the adventurous spirit of consumers with a 42% ABV beverage designed to perfectly replicate the taste of its popular nacho cheese flavor.

Gen Z and millennials have shown a willingness to try unconventional flavors across various food categories, making them potential targets for the limited-edition Empirical x Doritos Nacho Cheese Spirit. The novelty of their "favorite snack in liquid form" may also appeal to those seeking new experiences. Frito-Lay North America's senior vice president of marketing, Tina Mahal, commented, "Doritos is known for disrupting culture and providing fans with unexpected, bold experiences. By offering our iconic nacho cheese flavor in a bottle, we aim to shake up the spirits category and encourage our fans to try something new."

Doritos partnered with Denmark-based Empirical to create a unique nacho cheese spirit. This collaboration resulted in a co-branded bottle with Empirical's name printed over the Doritos logo. The spirit offers notes of nacho cheese, corn tostada, umami, and acidity, and is recommended for use in mixed drinks or enjoyed neat over ice.

Doritos and Empirical are releasing the spirit in retail locations in specific U.S. regions during Dry January, a time when many (especially younger) consumers refrain from alcohol. Despite this, there is already early excitement surrounding the release. The product, available for presale on Wednesday, seems to be already sold out on Empirical's website at the time of this press.