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

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

According to a recent survey from Diageo — behind brands like Guinness, Ciroc and Smirnoff — a whopping 81% of respondents said they plan to do at least one thing "in excess," or more than they usually do this holiday season. Meanwhile, 40% of Millennials confess they'd be "ashamed" if others knew they were drinking more than they should, compared to Gen Z (23%), Gen X (37%), and Boomers, 33%.

Eager to tap into this indulgent nature that emerged during the COVID-19 pandemic, brands are jumping onto the trend with unique, limited-edition treats. 

Most recently, Oreo Thins (MDLZ) and Barefoot Wines introduced a "a new grown up pairing "that included two bottles of wine and one package of Oreo Thin cookies. 

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

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