Doritos, the Frito-Lay brand that’s famous for its nacho cheese-flavored chips, is now sprinkling some of that seasoning into the booze industry.
The company, owned by PepsiCo, has partnered with spirit company Empirical to launch a limited-edition Doritos nacho cheese-flavored beverage that “smells and tastes just like the real thing,” according to a press release.
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“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," said Tina Mahal, senior vice president of marketing for Frito-Lay North America, in the press release.
The drink was developed using "real Doritos chips," with its essence retained through vacuum distillation. Each 750ml bottle of Empirical x Doritos Nacho Cheese Spirit will sell for $65 each and will be available online next month “in select New York and California markets.” The drink will be available for pre-order on Dec. 13.
The move comes after PepsiCo reported that its Frito-Lay volume (which is the amount of units a company sells) in North America remained flat in its third-quarter earnings, while the volume of its Quaker Foods subsidiary rose by 1% in the same region.
Doritos has seen success with its chip collaborations in the past. Doritos Locos Taco, a collaboration with Taco Bell that debuted in 2012, became a classic in the fast-food industry. The taco, which features a Doritos-flavored shell, became the chain’s most successful launch in its history, selling roughly 100 million Doritos Locos Tacos in 10 weeks.
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