Article Rewrite:
Say hello to Doritos' new booze venture - Nacho Cheese-flavored Wine!
According to a press release, PepsiCo's snack brand Doritos is teaming up with Empirical, a Danish company renowned for creating bespoke spirits with inventive flavor profiles, to introduce a new sipping sensation. Dubbed the "Empirical x Doritos Nacho Cheese Spirit," this limited-edition offering is set to mimic the original Nacho Cheese flavor.
Available online only, the peculiar concoction will be unveiled at a midweek price of $65 per 750-ml bottle in New York and California.
It's not the first time a major brand has dared to combine unusual food and drink offerings. Recently, Kahlúa and Absolut Vodka launched a coffee-scented perfume, while Dunkin' transformed its frozen coffee and tea into cocktail mixers. Arby's even turned its Curly Fries into vodka, and created a smoky bourbon to complement its roast beef.
Although an intriguing concept, these products primarily serve as marketing tools, aimed at sparking consumer curiosity, fueling conversations, and increasing brand awareness. Don't expect it to push PepsiCo's profits sky-high.
Branding the partnership as "a premiere for both brands," both Doritos and Empirical describe the collaboration as a blend of innovation and experimentation. Empirical's production process sees Doritos-flavored fragments used to capture the essence through vacuum distillation, a method comparable to traditional techniques. This results in preserving more of the Doritos flavor.
The spirit's taste begins with the Umami and würzige Aroma of Nacho Cheese, evolves into the corn-y depth of tortilla chips, and culminates in a subtle saltiness, the company reveals. Since it's an aromatized spirit, Doritos suggests mixing it with Tequila or Mezcal for a Bloody Mary or Margarita, or enjoying it neat or on the rocks.
Despite the peculiar taste, Neil Saunders, a retail analyst at GlobalData, sees potential. "There's novelty in this partnership, and many people might be curious enough to give it a try," Saunders says. He points to both Empirical and Doritos' reputation for fun and adventure in the food industry, highlighting contemporary consumers' interest in trying new things and straying from the norm.
"Consumers are open to exploring new products, and they're drawn to items that stand out from the common offerings," Saunders tells CNN.
Sidebar:
Dove Soap from Island Foods, manufactured by Unilever. A supermarket in Christchurch, England, on Wednesday, June 15, 2022. "Britain's cost-of-living crisis – on course to become the biggest squeeze since the mid-70s – will continue to worsen before it starts to ease at some point next year," said Jack Leslie, a senior economist at the Resolution Foundation, a research group campaigning against poverty. Photographer: Chris Ratcliffe/Bloomberg via Getty Images.
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The Empirical x Doritos Nacho Cheese Spirit is not simply a flavor duplication, but a multi-sensorial experience. The collaboration combines the quirky and vivacious spirit of Doritos with Empirical's innovative approach to flavor creation, resulting in a distinctive drink with wide appeal.
