Business
Doritos is betting its nacho-cheese flavored liquor is all that and a bag of chips — for $65 a bottle.
The PepsiCo-owned snack food has partnered with drink company Empirical to produce a “savory nacho cheese-imbued beverage experience that smells and tastes just like the real thing,” according to a press release issued Tuesday.
Dubbed the Nacho Cheese Spirit, it’s also made with malted barley and Belgian saison yeast, which is known for its peppery, spicy flavor.
The essence of real nacho-flavored Doritos is retained “through vacuum distillation” and offers hints of corn tostada, umami and acidity.
The liquor, which has 42% alcohol by volume, will “bring a moment of ‘WTF!?’ to anyone who tries it,” Empirical touted.
A limited-edition 750-milliliter bottle of Nacho Cheese Spirit went on sale Wednesday on Empirical’s website for $65, with delivery dates scheduled for January 2024.
Select New York and California markets are also expected to carry the liquor.
“Empirical is an ‘uncategorized’ spirits company, so it allows us the freedom to experiment with really interesting flavors and not have to be stuck in a gin box or tequila box or whiskey box,” distiller and CEO Lars Williams said in the release.
“And we can take something that has a unique and amazing flavor, like Doritos, and evolve it into something completely new.”
Doritos also offered up three cocktails to make with the liquor — all playfully named in nod to the brand, including the “Double Triangle Margarita,” “Mary Mary” and “Red Bag Old Fashioned.”
For braver taste buds, sip the zesty spirit neat or over ice, the company suggests.
The Post has sought comment from PepsiCo and Empirical.
Reviews on social media were mixed, with one X user claiming the liquor was “long overdue.
Others were put off just by the concept, with a user calling it “nauseating.”
“Ewwwww. That sounds terrible!!!! Where can I buy it?” another quipped.
Though chip-flavored booze may sound bizarre, it’s not the first time a beloved snack food has made its way into a spirit.
Georgia-based chain Arby’s was first to attempt a food-infused spiritunveiling two limited-edition vodkas inspired by its curly fries back in 2021.
The Curly Fry Vodka “preserves the distinguished and authentic flavor profile” of its namesake snack, and is distilled with cayenne, paprika, onion and garlic, Arby’s said in a press release at the time.
Arby’s Crinkle Fry Vodka is more “subtle” and is made with real kosher salt and sugar, according to the missive.
After finding success with its initial foray into the alcohol market — both Fry Vodkas reportedly sold out in two minutes — Arby’s took a meatier spin for its next spirit, releasing a smoked bourbon last year inspired by its brisket and ribs.