Cheez-It Nightclub Opens in NYC Complete With Cheez-Tinis, Cheezaritas, Cheeze Spritzes and More

(Photos: Cheez-It)

Cheez-It has reimagined a New York City nightclub as a one-stop shop for everything square, golden, cheesy and boozy.

On Thursday, the iconic snack brand opened the doors of Studio Cheez, described in a news release as a “bold, 100% real spin on nightlife.” Between light bites and bumping beats, guests are invited to enjoy a venue stuffed gratuitously with homages large and small. A Cheez-It “Disco Cube”, Cheez-It barstools, Cheez-It pillows and a pulsating red Cheez-It dancefloor with tiny holes at the center of every other panel. Promo photos show a sunglasses-clad bouncer wearing a shirt that reads “Securcheez.”

“Cheez-It fans have shown us time and again just how far they’ll go to satisfy their craving for that irresistible, cheesy crunch of Cheez-It crackers,” Cheez-It Senior Brand Director Cara Tragseiler, shared in a news release. “Studio Cheez is all about taking those cravings and turning them into the highlight of the night. We can’t wait for fans to experience this next takeover inspired by our beloved snack, served up in an immersive, deliciously unforgettable way.”

The cocktails up for grabs are every bit as on-the-nose as the rest of the concept. The crown jewel of the menu is the Cheez-Tini, made with Cheez-It-infused vodka, vermouth and a splash of garlic-olive juice, garnished with a blue cheese-stuffed olive and — you guessed it — a Cheez-It. Whiskey fans can order the Smoked Gouda Old Fashioned, an oddball mix of bourbon, apple-vanilla syrup and Cheez-It Smoked Gouda-infused black walnut bitters. For agave spirits enthusiasts, there’s the Hot & Spicy Cheezarita, a blend of tequila, mezcal, lime and pineapple juice stirred up with Cheez-It Hot & Spicy cracked-infused syrup.

Other serves include the Cheezy Spritz (champagne, White Cheddar cracker-infused rosemary syrup, grapefruit juice) and the Pickle Back-It Up (a 50:50 ratio of Jalapeño & Cheddar Jack cracker-infused bourbon and Jalapeño cracker-infused pickle juice).

One we’re still struggling to wrap our heads around is the Jiggle-It — a trademark-friendly Jello Shot combining champagne and Cheeze-It-infused orange gelatin. The wiggling cube of sparkling wine and cheese is served atop an extra-big Cheeze-It.

There’s an unapologetic silliness to the concept that feels right at home alongside the brand’s past collaborations with Taco Bell and Wendy’s. So much so that Studio Cheez almost feels like the norm rather than the exception. Particularly when it comes to marketing.

The name of the game is pop-up installations. Thanks in no small part to the emergence of limited-edition, brick-and-mortar retailers like Crumbl Cookies, pop-ups have begun — to put it simply —  popping up everywhere. They offer brands an opportunity to engage with consumers in real life at a time when digital-centric campaigns have begun to show dwindling results. It’s a bona fide, real-world experience. One that, paradoxically, was designed from the ground up to go viral on platforms like TikTok.

In June, Fox’s “Family Guy” erected a Drunken Clam experience in Boston, complete with a full-sized recreation of the Griffin family’s living room. In addition to food helmed by “Master Chef” finalist Becky Brown, guests could order cocktails like the “Shut Up Meg” (infused gin, honey, lemon and thyme) and the “Pewterschmidt Industries” (Bonded bourbon, peach liqueur, lime, basil and Topo Chico). The organizer, Bucket Listers, has now opened a similarly conceived pop-up themed around the ongoing season of “Survivor.”

Other twists on the formula include a “Blade Runner” bar in downtown Los Angeles, a “Barbie” Malibu DreamHouse Airbnb takeover and a “Breaking Bad” experience that offered blue crystal meth colored-drinks.

For brands like Cheez-It, pop-ups also provide an opportunity to co-mingle with mixology trends of the day. From tomato negronis to sour cream and onion martinis, savory cocktails are firmly in the zeitgeist at bars across the country. Tellingly, Studio Cheez is only a five-minute walk away from Double Chicken Please, the World’s 50 Best Bars awardee best known for its Cold Pizza Margarita, among other boozy recreations of dinnertime staples.

If you’re interested in checking out the festivities, Studio Cheez is open from now until October 11th at 324 Grand St. in New York’s East Village.