Velveeta is known for doing things other cheeses can’t: primarily, melting with a consistently smooth texture. So though Velveeta may not be ideal for a cheese plate, it certainly works well for dishes like dips or mac and cheese. But can Velveeta actually be mixed into a martini? Velveeta sure thinks so. And a steakhouse chain agreed enough to put it on their menu at $15 a pop.
Starting today, Velveeta has teamed up with the BLT Restaurant Group to release the Velveeta Veltini, billed as an “unapologetic, outrageously cheesy” spin on a martini. The unexpectedly upmarket cocktail will be served specifically between the hours of 5 p.m. to 8 p.m. at five BLT-owned restaurants across the country, namely BLT Steak New York, BLT Steak Washington DC, BLT Steak Charlotte, and BLT Prime New York, as well as at their Italian concept The Florentine in Chicago.
Velveeta said the $15 cocktails will be available while supplies last depending on demand, but diehard fans should have at least a few days, if not a few weeks, to score one.
“As we look to summer, one of life’s greatest pleasures is enjoying summer sips during golden hour,” Kelsey Rice, Velveeta’s senior brand communications manager, stated in announcing the partnership. “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 drink itself combines Velveeta-infused vodka (prepped by literally mixing Velveeta cheese sauce and vodka at least 24 hours before serving), olive brine, and vermouth into a martini glass which is then garnished with a cheese drip and a cocktail pick of Velveeta-stuffed olives and Jumbo Velveeta Shells & Cheese.
“At BLT Restaurant Group, we are constantly looking to develop new and exciting experiences for our customers, so when Velveeta approached us with the concept to create the Velveeta Veltini we were sold,” Scott Cronin, senior vice president for BLT, stated. “We worked closely with the brand to make this vision a reality, 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.”
And even if you don’t live near one of the restaurants, you’re not out of luck. The brand has also teamed up with the nationwide delivery service Goldbelly on a limited number of Velveeta Veltini kits to make one yourself at home. The $50 packages — which can be found on goldbelly.com — include two martini glasses, a gold cocktail shaker, two Velveeta coasters, a jar of olives, cocktail picks, a box of Velveeta Jumbo Shells & Cheese, Velveeta cheese sauce for infusing the vodka and garnishing the rim, a Velveeta brick for stuffing the olives, and a Velveeta Veltini recipe card to make sure everything is prepared just right.