Doritos Reveals Nacho Cheese-Flavored Liquor, and It Isn’t Cheap
Doritos has been a part of some eyebrow-raising partnerships over the years like its Doritos Locos Tacos creation for Taco Bell and Doritos Cool Ranch Papadias for Papa John’s. While the brand is known for its chips, it’s now selling something just for adults: what it’s billing as the world’s first nacho cheese-flavored liquor.
The company partnered with spirits company Empirical to launch the limited edition flavor. The product “offers a multi-sensorial, savory nacho cheese-imbued beverage experience that smells and tastes just like the real thing,” a statement said. It retails for $65 a bottle and is created using a special distillation process, so it might be best enjoyed by those who can hold their liquor.
Tina Mahal, senior vice president of marketing for Frito-Lay North America, explained that the new venture is a natural continuation of Doritos‘ legacy of appearing in places one would least expect them. “Doritos is all about disrupting culture and bringing our fans unexpected, bold experiences,” Mahal said. “We’re always pushing our fans to try new things, so we figure it’s time we disrupt the spirits category by offering our iconic nacho cheese flavor in a bottle.”
Empirical’s CEO Lars Williams was just as excited about the opportunity to deliver something completely different from anything anyone has ever tried before.
“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,” Williams said. “And we can take something that has a unique and amazing flavor, like Doritos, and evolve it into something completely new.”
Bottles are available for preorder on Empirical’s website now and will begin shipping in January 2024. So, you might have to wait until next year to spice up your holiday party with the one-of-a-kind cheesy booze.
