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Lay’s Potato Chips unveils limited-edition vodka for the holidays

Lay’s kicks off the special drinking game with a new potato vodka for the holiday season.

The PepsiCo (PEP) brand unveiled the limited-edition drink on Thursday, in an effort to bring fans “new and innovative ways to bring joy and pleasure,” said Melissa Miranda, senior marketing director of Frito-Lay North America. .

The 750-milliliter bottle, made in collaboration with Eastside Distilling of Portland, contains a blend of Portland Potato Vodka and vodka distilled from Lay’s own potatoes. It is available for sale on the distillery’s website for $40 a bottle.

“This launch comes just in time for the holiday season, so our fans 21 and older can enjoy Lay’s in an exciting, brand new way at their get-togethers, or gift Lay’s Vodka to the Lay’s fan in their lives,” she said. Miranda to Yahoo Finance.

(Courtesy of Lay’s Vodka)

This is the latest brand to introduce a product-based alcoholic beverage as Americans plan to enjoy this holiday season more than ever.

According to a recent Diageo survey — behind brands like Guinness, Ciroc and Smirnoff — a whopping 81% of respondents said they plan to do at least one thing “excessively,” or more than they normally do this holiday season. Meanwhile, 40% of millennials admit they would be embarrassed if others knew they were drinking more than they should, compared to Gen Z (23%), Gen X (37%) and Boomers, 33%.

Brands eager to capitalize on this indulgent character that emerged during the COVID-19 pandemic are catching on with unique, limited-edition treats.

Most recently, Oreo Thins (MDLZ) and Barefoot Wines introduced a “adult new pairing” that includes two bottles of wine and a carton of Oreo Thin cookies.

In November, fast food chain Arby’s announced the release of a limited-edition Curly Fry and Crinkle Fry Vodka. Separately, Kraft-Heinz’s (KHC) Gray Poupon introduced a limited-edition wine from the south of France, which sold out in just one day in October.

Story continues

And it’s not just liquor: Brands like Hershey’s Reese’s won over consumers with its Thanksgiving Pie, which sold out almost immediately. When asked whether Frito-Lay will continue to do such limited edition collaborations, Miranda emphasized that it is not entirely out of the question.

“You never know what future plans we have in store! We love to keep our fans guessing what’s coming.”

Brooke DiPalma is a producer and reporter for Yahoo Finance. Follow her on Twitter at @Brooke DiPalma or email her at [email protected]

Read the latest financial and business news from Yahoo Finance.

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