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Making Spirits Bright with DORITOS® and EMPIRICAL

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Just in time for the festive holiday season, snack brand Doritos® and spirit-maker Empirical have joined forces to launch a unique sipping experience, the Empirical x Doritos® Nacho Cheese Spirit. The new spirit is enhanced by Doritos’ signature nacho cheese. In addition to Doritos’ iconic flavor, customers enjoying the beverage will find additional notes of corn tostada, umami, and a hint of acidity.  

“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,” says Tina Mahal, Senior Vice President of Marketing for Frito-Lay North America. 

The partnership between the brands reveals a penchant for bold innovation. To produce the unique spirit, flavors from Doritos’ Nacho Cheese are extracted from actual Doritos chips during Empirical’s production process. Forgoing a traditional distillation process, Empirical uses vacuum distillation so that spirit enthusiasts can enjoy a true Doritos experience. 

“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,” says Lars Williams, Chef/Distiller & CEO, Empirical.  

The partnership has already yielded creative cocktails: a Double Triangle Margarita, the Mary Mary — a spin on the traditional Bloody Mary, and a citrous-inspired Doritos Bangarang. 

Limited edition bottles of Empirical x Doritos Nacho Cheese Spirit will be available online and in select markets. Pre-orders for bottles ($65 each) began on December 13, 2023. The product is currently sold out, but those interested in buying a bottle when supplies are available can elect to be notified.  

Learn more about Empirical x Doritos Nacho Cheese Spirit here:
https://us.empirical.co/products/doritos-x-empirical  

 

Read more on Loyalty360:   

Xbox Fans Rewarded for Snacking on Doritos®, Mtn Dew®, and Rockstar® Energy Drink While Gaming 

Why Doritos’ Marketing Strategy Made Super Bowl History 

Doritos Crashes the Super Bowl and Creates Memorable Consumer Experiences 



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