Doritos x Empirical: Nacho Cheese Spirit - Disrupting Spirits, One Chip at a Time

In a bold move to disrupt the spirits category, Doritos, known for its penchant for unconventional flavor experiments, has teamed up with the "uncategorized" spirits marketer, Empirical, to unveil a unique creation - the Empirical x Doritos Nacho Cheese Spirit. A 42% ABV alcoholic beverage that promises to capture the essence of Doritos' iconic nacho cheese flavor, this collaboration ventures into uncharted territory, aiming to captivate the taste buds of adventurous consumers, particularly the younger Gen Z and millennial demographic.

A Fusion of Snack and Spirits:

Doritos has never shied away from pushing the boundaries of flavor innovation, with recent endeavors including ghost kitchen partnerships and noise-canceling technology to enhance the snacking experience. Now, the snack giant is setting its sights on the spirits category, introducing a limited-edition spirit that merges the distinct taste and aroma of its nacho cheese chips with the expertise of Empirical's vacuum distillation process.

The Empirical x Doritos Nacho Cheese Spirit:

Crafted using real Doritos chips in Empirical's vacuum distillation method, which operates at a lower temperature to preserve a richer flavor profile, this unconventional spirit promises notes of nacho cheese, corn tostada, umami, and acidity. The unique beverage, boasting a 42% alcohol by volume, comes packaged in a co-branded bottle, merging the distinctive Doritos triangle with Empirical's name.

Targeting Adventurous Tastes:

Gen Z and millennials, known for their willingness to explore unconventional flavors, become the prime audience for this offbeat collaboration. The limited-edition spirit seeks to tap into their experimental nature, offering a novel experience by transforming a beloved snack into liquid form. With a tagline emphasizing the novelty of enjoying a "favorite snack in liquid form," Doritos aims to create a buzz among consumers seeking unique and unexpected taste adventures.

Empirical's Expertise in Uncategorized Spirits:

Empirical, based in Denmark, positions itself as an "uncategorized" spirits purveyor, embracing a diverse range of flavors and avoiding specialization in a specific drink category. The partnership with Doritos showcases the versatility of Empirical's vacuum distillation method, allowing the faithful recreation of nacho cheese flavor in an alcoholic beverage.

Launch Strategy and Early Buzz:

Launching during Dry January, a month when many consumers, particularly the younger demographic, abstain from alcohol, adds an intriguing twist to the release. Despite the timing, the product has generated early buzz, with the presale on Empirical's website reportedly sold out, indicating a potential success and interest in this unconventional spirit.

The Empirical x Doritos Nacho Cheese Spirit marks a bold venture into unexplored territory, merging the worlds of snacks and spirits. With an audacious flavor profile and a strategic launch during Dry January, Doritos aims to disrupt the spirits category and provide consumers with an unexpected and memorable taste experience. As the collaboration unfolds, it promises to leave a lasting impression on those seeking innovation in both their snacks and libations.