PepsiCo has unveiled a limited-edition flavoured spirit that smells and tastes like Doritos Nacho Cheese corn chips and we have so many questions.

The biggest one being: is this something the flavoured spirit category has been waiting for, a genius marketing move or madness?

“Doritos is all about disrupting culture and bringing our fans unexpected, bold experiences,” said Tina Mahal, Senior Vice President of Marketing for Frito-Lay North America. “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 flavour in a bottle.”

To create the spirit, the flavour layers of Doritos Nacho Cheese were extracted by Danish flavour company Empirical through its “innovative production process, using real Doritos chips and retaining their essence through vacuum distillation”. Unlike traditional distillation methods, vacuum distillation operates at lower temperatures, preserving the full spectrum of flavours derived from Doritos.

“Empirical is an ‘uncategorized’ spirits company, so it allows us the freedom to experiment with really interesting flavours and not have to be stuck in a gin box or tequila box or whiskey box,” said Empirical Chef/Distiller & CEO Lars Williams. “And we can take something that has a unique and amazing flavour, like Doritos, and evolve it into something completely new.”

Here’s the flavour note: “The spirit opens with umami and tangy aromas of nacho cheese, moving to the deeper, corn-forward flavors of the chip to finish on a soft salty note.”

And the recommended serve is in a Margarita, Bloody Mary, Old Fashioned, neat or over ice.

Empirical x Doritos Nacho Cheese Spirit is available in spirits aisles in New York and California with a price tag of $US65.

What the critics are saying …

As for what the flavoured spirit tastes like …

Elite Daily said: “The clear liquor actually does taste like Doritos, in a good way. It’s very corn-chip forward, with a hint of the nacho cheese flavor — but it doesn’t taste like you’re drinking liquid cheese dust, which is what I was initially worried about when I heard this was a thing.”

The Robb Report said: “We got to try a sample, and this clear spirit is certainly unlike anything you’ve tasted before. On the nose, there’s a distinctive funky cheese note, which if you grew up eating Doritos is instantly recognizable. That follows onto the palate, along with a bit of sour citrus, vanilla, and some hoppy botanicals.” 

Paste was horrified describing the taste as “a rush of nacho cheese dust from the bottom of a Doritos bag, combined with an acidity and the unusual evocation of Cool Ranch Doritos flavor at the same time. The overall effect is something like drinking the mixed Doritos dust out of a pint of warm, flat beer, which is just as harrowing an experience as it sounds. The spice profile in particular is very uncanny and borderline revolting.”

And if you happen to get your hands on a bottle and are brave enough to taste it, here’s a cocktail recipe …

Double Triangle Margarita

1 oz Empirical x Doritos® Nacho Cheese Spirit
1 oz blanco tequila
.75 oz fresh lime juice
.75 oz agave syrup

METHOD: Add all ingredients to a cocktail shaker with ice. Shake hard for 10 to 12 seconds. Strain into a rocks glass over ice. Garnish with a Tajín salt rim and a lime wheel.