Doritos x Empirical: A Bold Nacho Cheese Spirit

Award-winning collaboration redefines flavor innovation in spirits

The Doritos x Empirical Nacho Cheese Spirit stands out as a testament to creative risk-taking in both product development and packaging design. The spirit offers a sensory experience described by Food & Wine as “unlike anything you’ve ever smelled or tasted — and not in a bad way.” This innovative approach reflects a broader trend in the beverage industry, where brands experiment with unconventional flavors to surprise and delight consumers.

PepsiCo Design and Innovation’s influencer kit for the launch played a crucial role in amplifying the product’s reach. By leveraging the power of social media personalities, the campaign set the internet abuzz, further cementing the spirit’s status as a cultural phenomenon. The Doritos Nacho Cheese flavor, already a staple in dips and popcorn, found new life in this inventive format, demonstrating the versatility and enduring appeal of the brand.

The design’s success is underscored by its recognition at the 2025 A' Packaging Design Award, where it received the prestigious Silver distinction. This accolade celebrates designs that exemplify technical excellence, artistic skill, and innovation, highlighting the project’s impact on both the packaging and beverage industries.

The Doritos x Empirical Nacho Cheese Spirit exemplifies how bold collaborations and imaginative design can redefine consumer expectations. As brands continue to explore new frontiers in flavor and packaging, this project serves as an inspiring example of what is possible when creativity and expertise converge.