A spread in Vogue. A sculpture in Central Park. A line of nail polishes. Velveeta’s indulgence-centric “La Dolce Velveeta” mantra that launched the shells-and-cheese maker’s luxury-focused rebrand has given birth to increasingly weird and splendid forms of brand expression. But its latest may be the most bizarre to date. Behold, the Veltini!
The cheese product-infused cocktail is a decadent combination of olive brine, vermouth and Velveeta-infused vodka. It's presented in a triangular glass, a classic symbol of sumptuous elegance, adorned with Velveeta-stuffed olives, Velveeta Shells & Cheese and a gooey cheese-drip garnish.
“As we look to summer, one of life’s greatest pleasures is enjoying summer sips during golden hour,” said Kelsey Rice, senior brand communications manager for Velveeta, in a statement. “We wanted to find a way to elevate this experience for our fans even further, by bringing the rich, creamy goodness of Velveeta to a martini in a unique and unexpected way for the ultimate outrageous pleasure.”
The Kraft Heinz-owned brand partnered with BLT Restaurant Group for the project to implement the cocktail menu headliner at real restaurants. Select BLT locations will serve the Veltini during golden hour, from 5:00 to 8:00 PM, while supplies last.
For those that are unable to patronize a BLT restaurant, Velveeta will sell a limited number of Veltini kits, available for delivery through Goldbelly. Each kit, selling for $50, will include two martini glasses, a gold cocktail shaker, Velveeta coasters, a jar of olives, cocktail picks, a box of Jumbo Shells & Cheese, Velveeta cheese sauce, a Velveeta brick and a recipe card.
“We worked closely with the brand to make this vision a reality,” stated Scott Cronin, SVP at BLT Restaurant Group, “balancing the flavors of a typical martini with the nostalgic cheesy flavor we all know and love from Velveeta, and are excited for fans to experience this delicious over-the-top cocktail.”