Yes, Velveeta Really Did Create A Cheese Martini. Here's Where To Try It

Since its debut in the 1920s (via Smithsonian Magazine), Velveeta has popped up as an ingredient in a lot of things, some expected, others not so much. But we may be witnessing is-it-cheese-or-not history (the topic is widely debated based on the FDA's definition of cheese) with this newest concoction — The Veltini. What is it, you ask?

According to a company statement, Kelsey Rice, senior brand communications manager at Velveeta, says the limited-time adult beverage is a cheesy twist on a classic martini. The cocktail starts with Velveeta-infused vodka combined with olive brine (now it's getting into dirty martini territory) and vermouth. But wait! There's more. A cheese-drip garnish embellishes the rim of the martini glass, and a cocktail pick lineup of Velveeta-stuffed olives, jumbo Velveeta shells, and cheese crown the beverage.

The over-the-top twist on a classically elegant martini is all part of Velveeta's new branding initiative, "La Dolce Velveeta," a bid to showcase the cheese product as a conduit for embracing life's simple comforts and "stepping out in a confident, unapologetic way to show the world that you're living a life filled with outrageous pleasure."

There's a kit for that

Developed in partnership with the BLT Restaurant Group, the indulgent Veltini is available for $15 at select BLT restaurants (the group's branded venues include BLT Steak, BLT Prime, Florentine, and Casa Nonna) from 5 p.m. to 8 p.m. — they're calling it the "Golden Hour" — for a limited time, while supplies last.

"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," said Scott Cronin, senior vice president of BLT Restaurant Group, in a company statement. "[We] are excited for fans to experience this delicious over-the-top cocktail."

No Veltini Golden Hour near you? Fear not. Velveeta is marketing Veltini kits. Priced at $50 and offered through Goldbelly, each kit contains 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 to infuse the vodka and garnish the martini glasses, a brick of Velveeta cheese to stuff olives, and a Veltini recipe card. Not a bad deal when you consider the tab-and-tip tally for two Veltinis, at $15 each, in a restaurant.