NEW YORK – Doritos is banking on a new way to get people addicted to their tortilla chips: alcohol.
The PepsiCo-owned brand is launching a new spirit based on Doritos' nacho cheese flavor that “tastes just like the original,” according to a press release. The chip maker worked with Empirical, a Danish company known for producing customized spirits with creative flavors.
The limited-edition flavor is available online only, goes on sale in New York and California on Wednesday and costs $65 for a 750ml bottle.
This isn't the first crazy food product from a major brand. Recently, Kahlúa and Absolut Vodka created a scent that smells like an espresso martini, and Dunkin' turned its iced coffees and teas into canned cocktails. Arby's also turned its curly and crinkle fries into a vodka and created a smoked bourbon to pair with its roast beef.
The aim of these products is to stimulate customer curiosity, stimulate conversation and increase brand awareness. In other words, it's a marketing ploy disguised as a product for sale. Don't expect this to boost Pepsi's bottom line.
For Doritos and Empirical, the companies describe the collaboration as a “unique innovation for both brands.” The spirit was created in Empirical's lab through a production process that used Doritos chips to preserve their “essence through vacuum distillation,” which the spirit maker says preserves more Doritos flavor compared to a traditional method.
The flavor of the spirit “opens with umami and spicy flavors of nacho cheese, then transitions into the deeper, corn-like flavors of the chip and finishes with a gentle salty note,” the company said.
Since it's a flavored spirit and not a specific category of spirits, Doritos recommends mixing it with a tequila or mezcal to make a Bloody Mary or a Margarita. The alcohol can also be drunk neat or over ice.
“Although the flavor may seem crazy, the collaboration has novelty value and it is likely that many people will be interested enough to try it,” said Neil Saunders, retail analyst and managing director at GlobalData Retail. He added that Empirical and Doritos are both known for being “playful and fun.”
“Consumers are in the mood to try new things and are looking for products that are interesting and a little different from the usual,” he told CNN.
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